20.500.12556/DKUM-79498 Nakupno vedenje kupcev v spletnih prodajalnah Buying behaviour of customers in online stores Nakupi v spletnih prodajalnah predstavljajo eno izmed bolj priljubljenih aktivnosti, ki se odvijajo na spletu. Potrošnikom omogočajo hiter in enostaven nakup, podjetjem pa pomembne finančne prihranke, saj lahko dosežejo velik obseg kupcev s precej nižjimi stroški, kot bi jih zahtevala postavitev fizičnih prodajaln. Kljub možnim tveganjem, s katerimi se kupci soočajo ob nakupovanju na spletu, pa število spletnih kupcev čedalje bolj narašča. V diplomskem delu je obravnavano vedenje kupcev v spletnih prodajalnah ter dejavniki, ki vplivajo na kupčeve nakupne odločitve. Prav tako so podrobneje analizirane stopnje v procesu nakupnega vedenja, ki se začnejo s prepoznavanjem potrebe, čemur sledi iskanje informacij o izdelkih, ki jih posameznik smatra kot potencialne za zadovoljitev potreb. Iskanju informacij sledi vrednotenje alternativ, pri čemer vsak posameznik presoja niz alternativ po lastnih kriterijih. Ovrednotenju sledi nakupna odločitev, sam proces pa se konča z opuščanjem izdelka po njegovi iztrošenosti ali pa kadar preprosto ne zadovoljuje več posameznikovih potreb. Shopping in online stores is one of the most popular activities that take place on the Internet. They enable customers to buy qucikly and easy and also provide benefits for businesess like significant financial savings because they are able to reach a large volume of customers at a much lower costs than setting up physical stores. Despite many potential risks that customers face when shopping online, the number of online customers is growing. The thesis describes the behavior of customers in online stores and the factors influencing their purchase decisions. The work also describes the stages in the process of buying behavior, starting with the identification of a need, followed by the search for information on products that an individual considers as potential to satisfy the need. The search for information is followed by an evaluation of alternatives, where each individual assesses a set of alternatives according to his own criteria. The penultimate step is the purchase decision and later the process ends with the product being discontinued when it is worn out or when it simply no longer meets the individual's needs. marketing spletno nakupovanje spletne prodajalne spletni kupci nakupno vedenje. marketing online shopping online stores online customers buying behavior true true false E. Skok Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-07-08 17:23:47 2021-11-04 11:10:45 2022-08-09 21:35:39 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12 83467011 UN_Skok_Eva_2021.pdf UN_Skok_Eva_2021.pdf 1 C1C72D61411FB252707E4F11848A2519 1a9c21356b73f1218daf8a5f1ffd8fff962bf260585b6c6d104931c8eada2789 318dd64c-000c-11ec-87af-00155d581298 20.500.12556/dkum/17fd5914-039b-4186-9ba8-941316b1e4ea https://dk.um.si/Dokument.php?lang=slv&id=151872 Ekonomsko-poslovna fakulteta 0 0 0