20.500.12556/DKUM-55077 VPLIV UPORABNIŠKIH OCEN V SPLETNIH RECENZIJAH NA NAKUPNO ODLOČANJE THE INFLUENCE OF USER RATINGS IN ONLINE CONSUMER REVIEWS ON PURCHASE DECISIONS Tema te naloge so uporabniške ocene v spletnem mediju in kako te vplivajo na odločanje. Dotikamo se procesa odločanja v katerega v sklopu uporabniških recenzij umeščamo tudi numerične ocene, kot zunanji vir informacij. Delo se spopada s problemom kako, če pogledamo celoten proces odločanja, lahko ena uporabniška ocene nanj vpliva. Cilj naloge je ugotoviti dejavnike pomembne v uporabniških ocenah in med njim vzpostaviti s pomočjo strokovne literature utemeljene logične povezave. Osredotočamo se predvsem na lastnosti ocen in njihove zakonitosti – obravnavamo povprečne ocene, števila oddanih recenzij in frekvenčne razporeditve ocen, ter ugotavljamo kako vse to vpliva na stopnjo gotovosti, s katero se posamezni odjemalec odloča. The thesis deals with online consumer ratings and how these influence user's decisions. It touches upon the process of decision-making, which also consists of numerical ratings (within the framework of user reviews) as external sources of information. Taking into consideration the whole process of decision-making, the thesis deals with the problem of how a consumer’s rating can influence that process. The objective of the thesis is to determine the factors important in consumer ratings and, based on academic literature, establish substantiative logical links between those factors. The focus is on the characteristics of ratings and their laws – we discuss average ratings, numbers of posted reviews and frequentative allocation of ratings, and determine how all of these affects the level of certainty of the individual customer to decide. uporabniške ocene spletne recenzije proces odločanja informacijska zasičenost user ratings online reviews decision-making process information overload true true false [D. Kosi] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2015-09-25 10:57:30 2015-12-03 09:53:42 2022-06-07 03:08:16 2021-05-13 03:31:18 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.7 12173852 URN:SI:UM:DK:U7KWKZZW UN_Kosi_David_2015.pdf UN_Kosi_David_2015.pdf 1 AD5896D78CF15330A3D2B00797ACF27C cce4ef571e3ae62b553a8695f3a7020a2cd5c2a26e8cf49c7d557ce97f9dcf76 2f16ac49-7c07-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=81965 Ekonomsko-poslovna fakulteta 0 0 0