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Kako obiskovalca spletne trgovine prepričati v nakup [Elektronski vir] : magistrsko deloHodnik, Andrej, 1989-V tem magistrskem delu smo preučevali, kako obiskovalca spletne trgovine spremeniti v kupca. Zanimalo nas je torej, kaj vse vpliva na posameznikovo nakupno namero pri obisku spletne trgovine. V prvem ... poglavju dela smo preučevali dosedanjo literaturo s področja spletne prodaje. Opisali smo različne tipe poslovnih modelov, načine spletne prodaje ter najpogostejše marketinške kanale. Večji poudarek smo namenili sami uporabniški izkušnji obiskovalca spletne trgovine. Preučili smo pomen prilagajanja cen z uporabo spletnih kuponov, uporabo barv, uporabo animiranih slik, postavitev izdelkov, povezavo med ocenami izdelka ter prodajo in ceno izdelka, na kratko pa smo opisali tudi dostavo, Googlove smernice za kreiranje ciljne strani in Googlove smernice za ustvarjanje oglasa. V drugem poglavju smo izvedli anketo, kjer smo želeli pridobiti podatke, ki bi bili v korist spletnim trgovcem. Naša ciljna publika so bili vsi z dostopom do interneta. Prejeli smo 231 veljavnih anket in izmed vprašanih sta 202 (87 %) anketiranca že nakupovala preko spleta. Z anketo smo želeli ugotoviti posameznikov pogled na spletno nakupovanje. Zastavljali smo vprašanja, vezana na pogostost nakupov, izbiro trgovine, težo posameznih postavk, ki vplivajo na posameznikovo odločitev glede nakupa, vprašanja, vezana na uporabo družabnih omrežij in oglaševanja na njih, o branju elektronskih novic ter klikih na posamezni zadetek v spletnem iskalniku. Zanimalo nas je tudi, kaj se najpogosteje kupuje preko spleta, katero plačilno sredstvo se najpogosteje izbere in kateri brskalnik se najpogosteje uporablja. Vse rezultate smo statistično ustrezno obdelali in tudi grafično prikazali. Za tem smo preverili zastavljene hipoteze in prišli do ugotovitve, da lahko že izbira barv in postavitev spletne trgovine vplivata na posameznikovo namero o nakupu.Type of material - master's thesis ; adult, seriousPublication and manufacture - Celje : [A. Hodnik], 2023Language - slovenianCOBISS.SI-ID - 148084483
Author
Hodnik, Andrej, 1989-
Other authors
Mlaker Kač, Sonja |
Čuček, Mateja, 1992-
Topics
spletna prodaja |
spletna trgovina |
konverzija |
spletni trgovec |
elektronsko poslovanje |
E-commerce |
online sales |
online store |
online shop |
e-tailer |
conversion
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Hodnik, Andrej, 1989- | |
Mlaker Kač, Sonja | 32825 |
Čuček, Mateja, 1992- | 53883 |
Source: Personal bibliographies
and: SICRIS
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