Vpliv pandemije COVID-19 na nakupno vedenje potrošnikov: spremembe v nakupovanju prek spleta : magistrsko delo

Cedilnik, Ajda (author), Burger, Anže (mentor)

S širjenjem spleta in digitalnih tehnologij postaja spletno nakupovanje v zadnjih letih vedno bolj priljubljeno po vsem svetu. Poseben uspeh pa je spletno nakupovanje doživelo v drugi polovici leta 2020, od izbruha pandemije COVID-19. Kljub zapletenim razmeram zaradi pandemije COVID-19 je spletno nakupovanje beležilo močno svetovno rast tako v številu uporabnikov spletnega nakupovanja kot v prihodkih od nakupov. Magistrsko delo zato v ospredje postavlja vprašanje, kako je pandemija COVID-19 vplivala na potrošnike z vidika spletnega nakupovanja ter na njihove spremembe v preferencah in izbirah pri nakupovanju prek spleta. S ciljem odgovoriti na zastavljeno vprašanje se teoretični del naloge osredotoča na pregled relevantnih teoretičnih prispevkov in študij na področjih preučevanja spletnega nakupovanja, sprememb nakupnega vedenja potrošnikov v času krize ter posledic pandemije COVID-19 na potrošnike. Teoretski del se zaključi z modelom, ki predpostavi vpliv pandemije COVID-19 na spremembe v nakupnem vedenju potrošnikov prek spleta. Empirični del preverja domneve, in sicer z lastno kvantitativno raziskavo, izvedeno na slovenskem trgu in vzorcu 231 potrošnikov. Rezultati raziskave kažejo, da je pandemija COVID-19 vplivala predvsem na frekvenco spletnih nakupov ter na zaupanje v kupovanje slovenskih, lokalnih izdelkov prek spleta. Predvsem pa so se nekateri vzorci nakupovanja prek spleta, razviti v času pandemije, ohranili in se nadaljujejo še danes.

• Language: Slovenian
• Keywords: spletno nakupovanje, COVID-19, nakupno vedenje potrošnikov
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: A. Cedilnik
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (77 str.))
• PID: 20.500.12556/RUL-161651
• UDC: 366.1(043.2)
• COBISS.SI-ID: 209246211
• Publication date in RUL: 13.09.2024

Secondary language

• Language: English
• Title: The impact of the COVID-19 pandemic on consumer purchasing behavior: changes in online shopping

Abstract

With the expansion of the internet and digital technologies, online shopping has become increasingly popular worldwide in recent years. However, online shopping experienced a significant surge in the second half of 2020, following the outbreak of the COVID-19 pandemic. Despite the complex circumstances caused by the pandemic, online shopping saw substantial global growth in both the number of users and purchase revenue. This thesis aims to explore how the COVID 19 pandemic has influenced consumers' online shopping behavior and their changes in preferences and choices when shopping online. To address this question, the theoretical part of the thesis reviews relevant literature and studies on online shopping, changes in consumer buying behavior during crises, and the effects of COVID-19 on consumers. The theoretical section concludes with a model hypothesizing the impact of the COVID-19 pandemic on changes in online shopping behavior. The empirical part tests these hypotheses through a quantitative study conducted on the Slovenian market with a sample of 231 consumers. The results indicate that the COVID-19 pandemic primarily influenced the frequency of online purchases and the trust in buying Slovenian local products online. Moreover, some online shopping patterns developed during the pandemic have persisted and continue today.

• Keywords: online shopping, COVID-19, consumer buying behaviour