20.500.12556/DKUM-88703 Vpliv epidemije covid-19 na impulzivno nakupno vedenje The impact of covid-19 epidemic on impulsive buying behaviour Impulzivno nakupovanje, opredeljeno kot nakupovanje, ki je nenačrtovano, nepremišljeno ter se zgodi kot posledica izpostavljenosti dražljajem, predstavlja kompleksen fenomen. Čeprav je konstrukt impulzivnega nakupovanja vsem dobro poznan, je velikokrat napačno interpretiran; prav tako ga je težko opredeliti z eno samo, celovito definicijo. Raziskovalci so enotni, da impulzivno nakupovanje vključuje tri ključne značilnosti tovrstnega vedenja: nakup je nenačrtovan, težko nadzorovan in spremljan s čustvenimi odzivi. Gre torej za obliko nakupnega vedenja, kjer dejanska potreba po izdelku ne igra ključne vloge. Ko v kompleksno enačbo impulzivnega nakupovanja vključimo še epidemijo covida-19, lahko kot rezultat opredelimo popolnoma nove razsežnosti impulzivnega nakupnega vedenja. Kljub preteklim izkušnjam z raznimi globalnimi dogodki je bila epidemija covida-19 popolnoma nova izkušnja za sodobno svetovno gospodarstvo in je predstavljala enega izmed hujših izzivov, ki je s seboj prinesel številne spremembe v vsakdanjem življenju posameznikov in posledično spremenil tudi njihove nakupovalne navade. Ekonomski, družbeni in politični pretresi so pri mnogih posameznikih vzbujali močna, negativna čustvena stanja, ki so jih izolacija, vladni odloki in ukrepi za preprečitev širjenja virusa le še podkrepili. Zmanjšanje gospodarskih aktivnosti in motnje dobavnih verig sta močno prizadeli fizične trgovine in storitveni sektor ter povečali prednost spletnih trgovcev, ki so se hitro prilagodili novim razmeram. S povečanjem spletne prisotnosti in uporabo ciljnega oglaševanja so dodatno pripomogli k povečanju impulzivnega nakupnega vedenja. Namen magistrskega dela je tako preučiti kompleksnost impulzivnega nakupnega vedenja v času epidemije covida-19 za boljše razumevanje vpliva te globalne krize na vedenje odjemalcev in doprinesti k razumevanju prilagodljivosti odjemalcev v spreminjajočemu se okolju. Impulsive buying, defined as purchasing behaviour that is unplanned, thoughtless, and occurs because of exposure to stimuli, is a complex phenomenon. Although the construct of impulsive buying is well known, it is often misinterpreted and difficult to define with a single, comprehensive definition. Researchers agree that impulsive buying behaviour includes three key characteristics: the purchase is unplanned, difficult to control, and accompanied by strong emotional responses. It is therefore a form of shopping behaviour where the actual need for the product does not play a crucial role. When we incorporate the COVID-19 epidemic into the complex equation of the impulsive buying phenomenon, we can define completely new dimensions of impulsive buying behaviour as a result. Despite past experiences with various global events, the COVID-19 epidemic was a completely new experience for the modern global economy and posed one of the most serious challenges, bringing about numerous changes in individuals' daily lives and consequently altering their shopping habits. Economic, social, and political upheavals have evoked strong negative emotional responses in many individuals, which isolation, government decrees, and measures to prevent the spread of the virus have only exacerbated. The reduction in economic activities and disruptions in supply chains have greatly affected physical stores and the service sector, increasing the advantage of online retailers, which quickly adapted to the new circumstances. By increasing their online presence and using targeted advertising, they further contributed to the increase in impulsive buying behaviour. The purpose of this master's thesis is therefore to examine the complexity of impulsive buying behaviour during the COVID-19 epidemic, to better understand the impact of this global crisis on consumer behaviour, and to contribute to understanding consumers' adaptability to changing environments. impulzivno nakupovanje impulzivno nakupno vedenje epidemija covida-19 vpliv epidemije na impulzivno nakupno vedenje dejavniki impulzivnega nakupovanja. impulsive buying impulsive buying behaviour COVID-19 epidemic impact of the epidemic on impulsive buying behaviour factors of impulsive buying. true true false A. M. Zupanič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-05-20 18:36:56 2024-09-12 15:19:38 2024-09-13 03:25:36 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12 207342851 MAG_Zupanic_Ana_Marija_2024.pdf MAG_Zupanic_Ana_Marija_2024.pdf 1 D4124605B888FACC4103959307900913 64d55a6f287952785c10fd2a656fb8d96cbbf222cfd894ba1ff100eb881f57b5 7476f9df-6c57-11ef-8fd5-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=184580 Ekonomsko-poslovna fakulteta 0 0 0