Vpliv spletnih uporabniških ocen na nakupno vedenje potrošnikov : magistrsko delo

Otoničar, Nina (author), Golob, Urša (mentor)

Z nenehno rastjo spletnega nakupovanja so se tudi govorice od ust do ust preselile na splet in se na njem »preimenovale« v spletne uporabniške ocene. Pri spletnem nakupovanju je tveganje za nezadovoljstvo z izdelkom ali storitvijo visoko, saj ju ni mogoče preizkusiti ali si ju ogledati v živo. Tu so potrošnikom v veliko pomoč spletne uporabniške ocene, ki pravzaprav predstavljajo posredno izkušnjo z izdelkom. Potrošniki se o izdelku, njegovi kakovosti, uporabnosti, izgledu, trajnosti in ostalih lastnostih pred odločitvijo o nakupu pozanimajo na spletu z branjem uporabniških ocen potrošnikov, ki so izdelek že preizkusili in svoje mnenje delili z drugimi. Pri tem ni vsaka ocena enako prepričljiva. Namen raziskave je ugotoviti, katere lastnosti ocen imajo pomemben vpliv na nakupno namero potrošnikov. S kvantitativno raziskavo se je kot ključna izkazala vsebnost foto in video gradiva. Presenetljivo so se za nepomembni izkazali informativnost ter objektivnost in racionalnost vsebine ocene. Da bi imela ocena čim večji vpliv na nakupno namero, bi morala, po rezultatih sodeč, vsebovati foto ali video posnetek izdelka v uporabi ter besedni opis, ki ni preveč racionalen in objektiven, ampak vsebuje tudi čustveno komponento, saj tako v očeh bralca deluje avtentično ter vsebuje le pomembne in uporabne informacije o izdelku.

• Language: Slovenian
• Keywords: spletne uporabniške ocene, informativnost vsebine, foto in video gradivo, racionalnost in objektivnost vsebine
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: N. Otoničar
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (61 str.))
• PID: 20.500.12556/RUL-155794
• UDC: 366.1(043.2)
• COBISS.SI-ID: 193714691
• Publication date in RUL: 18.04.2024

OTONIČAR, Nina, 2024, Vpliv spletnih uporabniških ocen na nakupno vedenje potrošnikov : magistrsko delo [online]. Master’s thesis. Ljubljana : N. Otoničar. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=155794

Secondary language

• Language: English
• Title: The impact of online consumer reviews on consume purchase intention

Abstract

With the exponential growth of online shopping, word-of-mouth has also migrated online and has been »rebranded« as online consumer reviews. When shopping online, the risk of dissatisfaction with the product or service is high, since it is not possible to try it or see it in person. This is where online user reviews, which actually represent an indirect experience with the product, are of great help to consumers. Consumers inquire about the product, its quality, usability, appearance, durability and other features before making a purchase decision online, by reading reviews of consumers who have already tried the product and shared their opinion with others. Not every review is equally convincing. The purpose of the research is to find out which characteristics of reviews have a significant impact on the consumers' purchase intention. Through quantitative research, the addition of photo and video material proved to be of key importance. Surprisingly, informativeness and the objectivity and rationality of the review turned out to be unimportant. Judging by the results, in order for the review to have the greatest possible impact on the purchase intention, it should contain a photo or video of the product in use, as well as a verbal description that is not too rational and objective, but also contains an emotional component. This way the reviews gives an impression of being authentic and only contains relevant and useful information about the product.

• Keywords: online consumer reviews, content informativeness, photo and video material, rationality and objectivity of content