20.500.12556/DKUM-80273 Uporabnost in privlačnost spletnega mesta: Primerjava zavarovalnic v Sloveniji Website utility and appeal: Comparison of insurance companies in Slovenia V današnjem času se je večina poslovanja prestavila na splet. Podjetja, ki nimajo svojega spletnega mesta se zdi kot da ne obstajajo. Ampak le to, da imajo spletno mesto ni dovolj. V diplomskem delu sem se osredotočila na uporabnost in privlačnost spletnega mesta. Raziskala sem kateri elementi uporabnosti in privlačnosti so tisti, ki obiskovalca spletnega mesta prepričajo, da ne zapusti spletnega mesta v nekaj sekundah po prihodu. Uporabnost lahko razumemo v smislu funkcionalnosti in koristnosti spletnega mesta, privlačnost pa je tisto, kar obiskovalce pritegne. Čeprav gre za izrazito subjektivno komponento, pa vseeno obstajajo pravila grafične podobe spletnega mesta in s tem vplivom na uporabniško izkušnjo. Pomembno funkcijo pa ima danes tudi mobilna prilagoditev spletnih mest ter aplikacije. Za lažjo analizo sem oblikovala kriterije ocenjevanja spletnih mest, na temelju katerih sem analizirala spletna mesta slovenskih zavarovalnic – Generali, Sava in Vzajemna. Po analiziranju spletnih mest sem ugotovila, da po kriterijih uporabnosti in privlačnosti vodilno vlogo zavzema Zavarovalnica Vzajemna, medtem ko po kriteriju mobilne prilagoditve vstopi v ospredje spletno mesto Zavarovalnice Generali. Zavarovalnica Sava pa bi po vseh treh kriterijih lahko nadgradila svoje spletno mesto in tako postala za uporabnike privlačnejša. Nowadays, most businesses have moved online. Businesses that don’t have their own website seem like they don’t exist. But just having a website is not enough. In my dissertation, I focused on the utility and appeal of the website. I researched which elements of utility and appeal are the ones that convince a site visitor not to leave the site within seconds of arrival. Utility can be understood in terms of the functionality and usefulness of a website, while appeal is intended to visitors. Although it is a highly subjective component, there are rules for the graphic representation of the website and thus the impact on the user experience. Today, mobile customization of websites and applications also has an important function. To facilitate the analysis, I formulated criteria for evaluating websites, on the basis of which I analyzed the websites of Slovenian insurance companies - Generali, Sava and Vzajemna. After analyzing the websites, I found that according to the criteria of utility and appeal, the leading role is played by Zavarovalnica Vzajemna, while according to the criteria of mobile adaptation, the website of Zavarovalnica Generali comes to the fore. According to all three criteria, Zavarovalnica Sava could upgrade its website and thus become more attractive to users. spletno mesto uporabnost privlačnost mobilna prilagoditev zavarovalnica website utility appeal mobile customization insurance company true true false M. Korber Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-05 16:20:51 2021-12-09 12:35:06 2022-08-09 22:43:06 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.774 88614915 UN_Korber_Marusa_2021.pdf UN_Korber_Marusa_2021.pdf 1 227E3D41D7D2ED8F454DCC9724D87771 d397ad4a0f5b93eafe75c3911729308f87d89df485c7a6b3a12012b8a457f55f 4657200b-2795-11ec-8f43-00155d000105 20.500.12556/dkum/9b21e3f5-69d9-42cf-bbc6-5347882a8afe https://dk.um.si/Dokument.php?lang=slv&id=154884 Ekonomsko-poslovna fakulteta 0 0 0