Vpliv personaliziranih e-poštnih kampanj na nakupne odločitve potrošnikov

Šertel, Tara

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Vpliv personaliziranih e-poštnih kampanj na nakupne odločitve potrošnikov
Authors:	ID Šertel, Tara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Sertel_Tara_2026.pdf (1,48 MB) MD5: 7A96E17D762EC1970A4F887E4E8FC267
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V sodobnem digitalnem okolju so potrošniki izpostavljeni veliki količini informacij, zato lahko personalizacija predstavlja pomembno orodje za povečanje relevantnosti in učinkovitosti marketinške komunikacije. Podjetja si s prilagajanjem vsebine prizadevajo izboljšati uporabniško izkušnjo ter vplivati na njihovo nakupno vedenje. Kljub temu pa dejanski vpliv personalizacije na potrošnike ni vedno enoten in je odvisen od številnih dejavnikov. Magistrsko delo obravnava vpliv personaliziranih e-poštnih sporočil na nakupne odločitve potrošnikov. V teoretičnem delu smo se osredotočili predvsem na e-poštni marketing, ki velja za eno izmed ključnih oblik digitalne komunikacije. Poseben poudarek smo namenili personalizaciji e-poštnih sporočil. Poleg prednosti personalizacije, kot so večja relevantnost, boljša uporabniška izkušnja in večja verjetnost odziva, smo izpostavili tudi njene izzive. Med pomembnejšimi izstopajo zaznavanje vsiljivosti, skrb za zasebnost ter možnost neustrezne ali pretirane personalizacije. Teoretični del smo povezali s procesom nakupnega odločanja, saj lahko personalizacija vpliva na različne faze nakupnega odločanja. V empiričnem delu smo preučili, kako potrošniki zaznavajo personalizacijo v e-poštnem marketingu ter v kolikšni meri ta vpliva na njihovo nakupno odločanje. Posebno pozornost smo namenili tudi personalizaciji na podlagi preteklih nakupov ter zaznavanju neustrezne ali pretirane personalizacije. Rezultati raziskave kažejo, da personalizirana e-poštna sporočila ne vplivajo izrazito na nakupne odločitve potrošnikov. Čeprav le ti personalizacijo v določeni meri zaznavajo kot uporabno, njen vpliv na povečanje verjetnosti nakupa ni močan. Po drugi strani pa rezultati kažejo, da lahko neustrezna personalizacija povzroči negativen odziv in zmanjša nakupno namero. Ugotovitve kažejo, da personalizacija v e-poštnem marketingu sama po sebi nima odločilnega vpliva na nakupne odločitve, saj je njena učinkovitost odvisna predvsem od kakovosti izvedbe, relevantnosti vsebine in zaznave uporabnikov. Magistrsko delo tako prispeva k boljšemu razumevanju vloge personalizacije v e-poštnem marketingu ter ponuja izhodišča za nadaljnje raziskave na tem področju.
Keywords:	personalizacija, e-poštni marketing, nakupne odločitve, vedenje potrošnikov
Place of publishing:	Maribor
Publisher:	T. Šertel]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98057
UDC:	366.1:004
COBISS.SI-ID:	284148227
Publication date in DKUM:	09.07.2026
Views:	209
Downloads:	38
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	11.05.2026

Secondary language

Language:	English
Title:	The impact of personalized email campaigns on consumer purchase decisions
Abstract:	In today’s digital environment, consumers are exposed to a large amount of information, which is why personalization can be a powerful tool for increasing the relevance and effectiveness of marketing communications. By tailoring content, companies strive to improve the user experience and influence purchasing behavior. However, the actual impact of personalization on consumers is not always consistent and depends on numerous factors. This master’s thesis examines the impact of personalized email messages on consumers’ purchasing decisions. The theoretical part focuses primarily on email marketing, as one of the key forms of digital communication, with particular emphasis on the personalization of email messages. In addition to its advantages, such as increased relevance, improved user experience, and a higher likelihood of response, the study also highlights its challenges, including perceived intrusiveness, privacy concerns, and the risk of inappropriate or excessive personalization. The theoretical framework is linked to the consumer decision-making process, as personalization can influence various stages of this process. In the empirical part, we examined how consumers perceive personalization in email marketing and to what extent it influences their purchasing decisions, with additional focus on personalization based on past purchases and the perception of inappropriate personalization. The results show that personalized email messages do not have a significant impact on consumers’ purchasing decisions. Although consumers perceive personalization as useful to some extent, its impact on increasing the likelihood of purchase is not strong. On the other hand, the results indicate that inappropriate personalization can lead to negative response and reduce purchase intention. The findings suggest that personalization in email marketing does not have a decisive impact on purchase decisions on its own, as its effectiveness depends primarily on the quality of implementation, content relevance and user perception. This thesis thus contributes to a better understanding of the role of personalization in email marketing and provides a basis for further research in this field.
Keywords:	personalization, email marketing, purchase decisions, consumer behaviour

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back