Združevanje analognih in digitalnih tehnik: optimalna izkušnja interakcije pri spletnem nakupovanju s kupci : optimalna izkušnja interakcije pri spletnem nakupovanju s kupci

Novak, Ajda (author), Kronegger, Luka (mentor)

Spletna komunikacija in interakcija se je čez desetletja, stoletja in obdobja močno spreminjala. Že v zadnji polovici stoletja zaznavamo konkretne spremembe pri načinih in taktikah spletnega komuniciranja, ki so jih povzročile (tehnološke) revolucije, inovacije in nova orodja (tudi spletne) komunikacije. Skozi delo spoznavamo pomen spletne komunikacije in interakcije danes (v primerjavi s preteklostjo), kako le ta vpliva na nakupne navade, kaj prinaša in kje še vedno ostaja ključnega pomena ter zakaj. Na analizi primera spletne trgovine in raziskavi glasbene panoge v Sloveniji ugotavljamo, kaj so tiste taktike, ki povečujejo prodajo in učinkovitost spletnih mest, hkrati pa z njimi vzporedno poteka tudi raziskovanje razlogov za takšne rezultate. Preko naloge sledimo raziskavi in spoznavamo analogne ter digitalne tehnike, s katerimi operirajo oziroma s katerimi bi lahko operirali spletni trgovci. Polje študija bo tudi uporabniška izkušnja, ki je med nami precej dlje, kot je bil opravljen prvi spletni nakup, napovedi pa so precej zložne in ocenjujejo, da bo le ta nekoč postala ena izmed pomembnejših disciplin svetovne ekonomije.

• Language: Slovenian
• Keywords: spletno komuniciranje, uporabniška izkušnja, digitalne tehnike, analogne tehnike, spletno nakupovanje
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [A. Novak]
• Year: 2020
• Number of pages: 76 str.
• PID: 20.500.12556/RUL-116697
• UDC: 366.12:004.738.5(043.3)
• COBISS.SI-ID: 19401219
• Publication date in RUL: 04.06.2020

Secondary language

• Language: English
• Title: Combining Analogue and Digital Techniques: Optimal Interaction Experience for Customers in Online Shopping

Abstract

Online communication and interaction has changed dramatically over the decades, centuries and eras. Already in the last half of the century, we have seen concrete changes in the approaches and tactics of online communication caused by (technological) revolutions, innovations and new tools of communications (including online). Throughout this MA thesis, we learn about the importance of online communication and interaction today (compared to the past), how it affects buying habits, what it brings, and where and why it remains crucial. Analysing the case of an e-commerce, and researching the music industry in Slovenia, we find out what are the tactics that increase the sales and effectiveness of websites, while simultaneously exploring the reasons for such results. Through this MA thesis, we follow the research and get to know the analogue and digital techniques that are or could be used by online merchants. The field of study is also user experience, which is among us much longer than the first online purchase, because experts agree and predict that it will become one of the major disciplines of the world economy.

• Keywords: online communication, user experience, digital techniques, analogue techniques, online shopping