20.500.12556/DKUM-83627 Vpliv pandemije koronavirusa na spletno nakupovanje The Impact of the Coronavirus Pandemic on Online Shopping Spletno nakupovanje je oblika elektronskega poslovanja, ki omogoča odjemalcem nakupovanje izdelkov ali storitev preko interneta z uporabo spletnega brskalnika ali mobilne aplikacije. Rast spletnega nakupovanja v zadnjih letih spodbujajo številni dejavniki, vključno s pandemijo koronavirusa. Pandemija je v državah po svetu povzročila uvajanje strogih ukrepov za zajezitev koronavirusa, ki so zajemale popolno zaprtje držav (lockdown), karantene, prepovedi potovanj, delo na domu, pa tudi zapiranje številnih neživilskih prodajaln. Vse to je po eni strani povzročilo velike izgube v gospodarstvu, po drugi strani pa pospešeno digitalizacijo in uporabo spletnega nakupovanja. Pandemija je močno zaznamovala nakupno vedenje odjemalcev, predvsem med prvim valom pandemije. Prebivalstvo vsake države se je na začetek pandemije odzvalo s kopičenjem zalog, pojavilo se je večtedensko panično nakupovanje. To se je najbolj odražalo pri izdelkih, kot so maske, razkužila, antiseptiki, zdravila proti prehladu in gripi, prav tako pa so začeli kopičiti živila za domačo shrambo, kot so trajno mleko, sladkor, riž, kvas, testenine, toaletni papir in različna konzervirana hrana. Odjemalci so zaradi pandemije manj pogosto hodili v trgovine in so se trudili nakupovati v trgovinah, kjer je bilo manj gneče in ob urah, ko je bilo v trgovinah manj ljudi. Številni so skrajšali tudi nakupovalni čas, da bi opravili nakup čim hitreje. Nekateri odjemalci so zaradi pandemije začeli uporabljati samopostrežne blagajne, izkazali pa so tudi preferenco do brezstičnih načinov plačila (kreditna kartica, mobilno plačevanje). Pandemija je vplivala tudi na t. i. taktilno sposobnost odjemalcev, torej potrebo odjemalcev po tem, da si izdelke ogledajo, se jih dotikajo, vonjajo ali jih okušajo. Krizne razmere pogosto prekinejo vsakodnevne nakupovalne rutine, kar odpira prostor za preizkušanje novih praks in njihovo preoblikovanje, kar je pri marsikaterem odjemalcu vodilo k spletnemu nakupovanju. Med pandemijo so začeli odkrivati spletno nakupovanje starejši in digitalno manj vešči odjemalci. Evropska spletna maloprodaja se je leta 2020 povečala za 31 odstotkov. V državah, kjer je bil izbruh koronavirusa najhujši, kot na primer v Španiji in Italiji, se je spletna prodaja še bolj drastično povečala. Najvišja rast spletnih naročil je bila dosežena aprila 2020, pred koncem prvega vala pandemije. Po koncu prvega vala, ko je bilo večinoma konec splošnega zaprtja držav, se je spletna nakupovalna aktivnost pričela zmanjševati, kljub temu pa je še zmeraj dosegala veliko višjo raven kot v začetku letu 2020, pred pričetkom pandemije. Pri spletnem nakupovanju so največji premik naredili odjemalci v razvijajočih se gospodarstvih. Največje število med aktivnimi spletnimi kupci, ki opravijo najmanj en spletni nakup vsaka 2 meseca, se je od pričetka pandemije koronavirusa zaznalo v kategoriji kozmetike in osebne nege, digitalne zabave, hrane in pijače ter mode in modnih dodatkov. Največja rast aktivnih spletnih kupcev zaradi vpliva pandemije koronavirusa pa se je izkazala v sektorju izdelkov za IKT tehnologijo, farmacevtskih izdelkov, orodja in pripomočkov za vrtnarjenje ter izobraževanja in spletnih tečajev. V sklopu empirične raziskave smo ugotovili, da ima večina odjemalcev pozitiven odnos do spletnega nakupovanja, prav tako pa je večina odjemalcev zadovoljnih s spletnim nakupovanjem. Ob koncu smo potrdili tudi dejstvo, da je pandemija koronavirusa pri odjemalcih za več kot 50 % povečala obseg spletnega nakupovanja, vendar pa pandemija ni vplivala na večje zadovoljstvo odjemalcev s spletnim nakupovanjem. Online shopping is a form of electronic commerce that allows customers to purchase products or services over the Internet by using a web browser or a mobile application. In recent years the growth of online shopping has been stimulated by a number of factors, the coronavirus pandemic as one of them. The pandemic led to the introduction of strict measures to contain the spread of the coronavirus in countries around the world, which included the complete closure of countries (lockdown), quarantines, travel bans, working from home, as well as the closing of many non-food stores. All this has caused huge losses in the economy on the one hand, and accelerated digitization and the use of online shopping on the other. The pandemic had a strong impact on the purchasing behavior of consumers, especially during the first wave of the pandemic. The population of each country responded to the onset of the pandemic by stockpiling which was accompanied with weeks of panic buying. This was seen in products such as masks, disinfectants, antiseptics, cold and flu medicines, and people also began to stockpile foodstuffs for the home pantry, such as permanent milk, sugar, rice, yeast, pasta, toilet paper and various canned food. Due to the pandemic, customers went to stores less often and tried to shop in stores where there were less crowds, and at times when there were fewer people. Many have also shortened their shopping time in order to complete the purchase as quickly as possible. Due to the pandemic, some customers started using self-service cash registers, and in addition they also showed a preference for contactless payment methods (credit card, mobile payment). The pandemic also affected the so called consumers' tactile ability, i.e. consumers' need to see, touch, smell or taste the products. Situational crisis often interrupt daily shopping routines, which extends space for testing new practices and transforming them, which has led to online shopping for many customers. During the pandemic, older and digitally less capable customers began to discover online shopping. In 2020 European online retail sales increased by 31 percent. In countries where the outbreak of the coronavirus was the worst, such as Spain and Italy, online sales increased even more drastically. The highest growth in online orders was achieved in April 2020, before the end of the first wave of the pandemic. After the end of the first wave, when the general closure of countries was mostly over, online shopping activity started to decrease, but it still reached a much higher level than in the beginning of 2020, before the pandemic started. The biggest shift to online shopping was made by customers in emerging economies. The largest number of active online buyers who make at least one online purchase every 2 months since the beginning of the coronavirus pandemic has been detected in the category of cosmetics and personal care, digital entertainment, food and beverages, fashion and fashion accessories. The largest growth of active online buyers due to the impact of the coronavirus pandemic was seen in the sector of ICT technology products, pharmaceutical products, gardening tools and accessories, education and online courses. As part of the empirical research we established that the majority of customers have a positive attitude towards online shopping, and that the majority of customers are also satisfied with online shopping. At the end, we also confirmed the fact that the coronavirus pandemic increased the volume of online shopping among customers by more than 50 %, but the pandemic did not influence or increase satisfaction of customers with online shopping. spletno nakupovanje zadovoljstvo odjemalcev vpliv pandemije koronavirusa na nakupno vedenje odjemalcev vpliv pandemije koronavirusa na spletno nakupovanje online shopping customer satisfaction impact of the coronavirus pandemic on customer purchasing behavior impact of the coronavirus pandemic on online shopping true true false M. Šušteršič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-01-16 13:03:45 2023-03-17 12:31:42 2023-03-18 03:10:36 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:004.738.5 145591043 MAG_Sustersic_Maja_2023.pdf MAG_Sustersic_Maja_2023.pdf 1 527AD863FCABEF184FB58502583742C6 ddb4601b2075928e8852a8026802222c78752b47b53f2544846af453d65d2958 312b853f-aca7-11ed-82fb-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=165695 Ekonomsko-poslovna fakulteta 0 0 0