This research delves into the factors influencing the adoption of ChatGPT, a sophisticated AI-based chatbot, among Generation Z members in Croatia. Employing an extended UTAUT2 model, the impact of ...various factors on the behavioral intention to use ChatGPT is explored. The study included 694 Generation Z participants, and data were collected through an online survey featuring self-reporting questions. The analysis utilized statistical software packages for performing both confirmatory and exploratory factor analyses, in addition to hierarchical linear regression. Key findings reveal that performance expectancy, social influence, hedonic motivation, habit, and personal innovativeness significantly influence the behavioral intention to use ChatGPT. However, effort expectancy, facilitating conditions, and price value do not exhibit a significant impact. Notably, the study excludes the use behavior factor due to multicollinearity issues with behavioral intention. While the research does not focus on moderating factors, it reports that the adapted UTAUT2 model explains 65% of the variance in the adoption of ChatGPT by Generation Z users.
Purpose – The primary goal of this paper was to explore the current level of voice-controlled intelligent personal assistant (IPA) adoption in a non-English speaking European country. This relatively ...novel technology exhibited immense growth in recent years, both on smartphones and as standalone devices with yet insufficiently explored usage patterns and implications associated with the internet of things (IoT) concept. Design/methodology/approach – The main research focus was set on attitudes and perceptions of users and non-users related to benefits and barriers of IPA adoption, privacy and security issues, trust as well as mobile phone usage patterns, motivators, and associated smartphone digital literacy. The research was conducted on a sample (N=310) of Croatian mobile phone users utilizing an online survey and an adopted research framework. Findings – Based on the collected data, the adoption rate of IPA was generally low but present, nevertheless. IPA users tend to use such devices for fun and convenience, utilizing its hands-free capabilities along with personalized tasks and information-seeking options. In contrast, IPA non-users suggested that the main barriers to IPA adoption were low perceived usefulness and functionality issues in addition to lack of usage habit and related lack of experience. Originality/value - This paper provides an examination of the differences between IPA users and non-users as well as an overview of (non-)user perception related to privacy and security issues associated with IPA and trust in companies' appropriate use of IPA-generated data.
Purpose: The paper examines the opinions and attitudes of young adults as the target audience towards a high-tech brand on several specific levels. The goal of research is to investigate and explore ...the perception of both Apple product users and non-users related to the Apple brand, brand loyalty, purchase intention, recommendation intention, and other aspects.Methodology: The research instrument was created for the purpose of this research and was partially based on several prior studies with different standpoints. The online questionnaire consists of 22 items and was carried out in 2019. Parametric and nonparametric statistical tests were used for testing the difference between sample segments.Results: The results indicate that the Apple brand has a generally positive image among the respondents. The majority of the respondents use or have used at least one Apple product. Apple users are generally loyal to the brand and willing to recommend Apple products to their friends and family. Users primarily recall Apple as a top-of-mind (first-mention) high-quality smartphone brand. In contrast, non-consumers tend to recall different brand names when thinking about high-end smartphones but also suggest that a brand name is an important factor in the consumer decision-making process.Conclusion: Collected data and related analysis provide insight into (non)consumer perception of the Apple brand and Apple products in the Croatian market accentuating the main consumer attitudes and brand perception related to a high-tech brand.
Purpose: Children in the Republic of Croatia are, as everywhere else in the world, active users of information and communication i.e. digital technologies, which is reflected in their daily habits ...and routines in the digital environment. The purpose of this paper is to find out if there are gender-based differences in behavior and established habits in the digital environment between boys and girls. Methodology: Quantitative research was carried out using the CAWI method among 400 parents or guardians in the Republic of Croatia who provided answers on (their own) children of primary school age. This paper focuses on the segment of children and their gender, i.e. the existence (or the lack of existence) of differences in the behavior of boys and girls in a digital environment. The statistically significant differences are demonstrated by testing various variables between the two above-mentioned segments.
Results: The research results indicate that, on average, girls and boys start to use the Internet at the same age, approximately at the age of 6. However, there are noticeable differences between the sexes in terms of the habits and in the way they use the Internet.
Conclusion: The conclusion shows that boys more frequently have desktop computers, laptops, and gaming consoles, and prefer to play online games and spend time in the online world, while girls more often post and publicly share photos, video records, and music. They equally use the Internet on weekdays, but boys spend more time on Internet activities on weekends.
This paper mainly aims to provide in-depth research on how Croatian franchisors utilise the possibilities of the digital environment in terms of their digital presence. The main focus of digital ...presence analysis is set on franchisors’ official website and supporting communication channels. For research, this paper focused on creating and testing a specialised evaluation model. The proposed model is dominantly based on three applicable models (
;
;
) and revised according to the situational factors. A redesigned model was used to evaluate websites of Croatian franchisors, mainly focusing on the provided information, website usability, communication possibilities, and promotional activities. This research paper offers two main outcomes. The first outcome is the redesigned evaluation model, which was applied and tested with several provided improvement guidelines. The second outcome is the comparative analysis of the selected Croatian franchisors in terms of their digital presence and its relationship to several market-related indicators. The paper presents a literature review on franchising e-presence worldwide. The research results presented in this paper offer a better insight into the use of websites by Croatian franchisors. Based on their use, certain conclusions can be made. Consequently, a contribution is made to theoretical research about franchising in Croatia and can serve as a framework for further research in the region. Based on the findings of this paper and the information provided by Croatian franchisors about their products and/or services to current and potential buyers, investments in websites result in wider franchising networks and greater success in the market.
Youth unemployment tends to be higher than in other age groups mainly because young people represent an inexperienced labour force. Some authors also believe it is due to an inability to match the ...qualified workforce to vacant positions. The importance of enabling young people to participate equally in the labour market is of the essence for economic growth. One of the attempts to tackle this issue was addressed through the Erasmus+ project CUVID, aimed at providing young people a way to present themselves in video-based form. This paper analyses quality standards for video CV platforms. For this purpose, 19 expert interviews with HR managers were conducted to identify their expectations towards video CVs. Based on the analysis of expert interviews, a recommendations summary with technical and user-oriented prerequisites was created, along with requirements and a transferability model for video CVs in the form of the CUVID platform.
Purpose – The main purpose of this paper is to test the controlled experiment (A/B split) methodology in B2C oriented e-mail marketing campaigns.Design/Methodology/Approach – E-mail marketing ...techniques have been a substantial part of e-marketing methodology since the early Internet days of the mid-1990s. From the very beginning of Internet utilization for business purposes, e-mail was one of the most widely used communication techniques in B2B and B2C markets alike. Due to high volumes of spamming and progression of online communication clutter, some practitioners began to question the usability of e-mail as a marketing communication channel, while others embarked on working on improving the message itself. Efforts were invested into improving message quality, as well as into better understanding user expectations. One of the most commonly used techniques to test specific e-mail message elements is the controlled experiment. Findings and implications – This paper explores several types of controlled experiments in a specific Croatian B2C market. Tests were run to determine subscriber behavior towards several newsletter components, including sending time, sending day, sender’s name, and subject line. Open and click rates for tested campaigns, and several other metrics were investigated using MailChimp software. An N − 1 two-proportion test using an adjusted Wald confidence interval around the difference in the proportions was used for comparing the open-rate measure in the controlled experiments between subjects.Limitation – Controlled experiments (A/B split tests) showed a lot of potential as a way of measuring behavior and preferences of subscribers, although several apparent limitations (the data-set scope, comparability issues) indicated a clear need for standardization on a managerial and scientific level.Originality – This paper provides an up-to-date e-mail marketing effectiveness literature review, describes and tests the methodology and metrics for e-mail campaigns measurement, and suggests several important guidelines for further research.
Technology development has enabled companies of all kinds, industries, and sizes to actively participate in international business. Information and communications technology (ICT), and especially ...e-business tools, are important for the international activities of companies. ICT empowers the company’s potential to contribute significantly to economic growth, as it plays a vital role in simplifying business processes and contributes to the improvement of the competitive market presence of a company. The objective of this research is to identify the level of e-business tools adoption in Croatian exporting companies and investigate its influence on their export performance. In the analysis of the level of e-business tools adoption, a partial OECD e-commerce maturity model was used, which measures several aspects of ICT readiness and intensity of web sites and e-commerce in exporting companies. Several distinct aspects of e-business tools adoption were examined, namely e-mail usage, internet usage in market research, promotion, e-commerce, and e-payment possibilities. The export performance level was measured through three elements: the export/total business activities ratio, the export/total revenue ratio and, additionally, the existence of multilingual official websites. Our findings provide enough evidence that e-business tools adoption has a positive correlation to export performance for Croatian exporters. However, it should be noted that three e-business tools adoption factors positively correlate with export performance: namely (1) e-mail use for correspondence with partners/suppliers/buyers, (2) use of the internet as a promotional tool for foreign markets and (3) e-payment use. Two remaining e-business tools adoption factors that were measured – (1) use of the internet as an information source on foreign markets/buyers/suppliers and (2) online ordering/sales, did not record a significant correlation with export performance. These findings imply that there is still room for better implementation of e-business tools in Croatian exporting companies, particularly regarding market research and online ordering and sales that can contribute to better export performance. With regard to international market geographical orientation, we found significant differences in exporting companies oriented toward geographically and culturally distant markets (non-regional and non-EU markets) that have a statistically higher level of e-business tools implementation in comparison to those exporting dominantly to regional and EU markets. This illustrates the significance of e-business tools adoption for reaching and managing those distant markets that are important for a number of Croatian exporters.
The purpose of this paper is to determine the current status of mobile device usage and mobile learning adoption in vocational education and training (VET) secondary schools in three European Union ...countries (Austria, the Czech Republic, and Germany). The research focused on exploring students’ mobile device usage habits, their attitudes toward education in the context of mobile application support, and preferences regarding mobile learning features. The research confirmed a high level of mobile device usage among secondary school students on a daily basis; smartphones and laptops were the most commonly used devices. The vast majority of participants perceived themselves to be advanced mobile device users, but reported a deficit of ICT-assisted mobile learning experience. However, the majority of respondents with prior ICT-assisted education experience described it as a positive or very positive experience. In addition, study participants tended to agree that mobile learning will play a significant role in education in the future. The paper also explored the reported differences among the students in the three countries and suggested several implications for understanding students’ views of mobile learning. The findings provide insights into possibilities of m-learning implementation while creating a framework for m-learning application development in the VET secondary school environment.
The importance of student sport activities within the structure of academic development is arguably significant. However, university sport is one of the elements of academic development that is not ...represented adequately as a research subject on a global scale in both scientific and professional environments alike. Along with the global growth of university level education based on the rise of student mobility across countries and continents, and the strong global ICT development, a new perspective on university sport can be observed and several implications analyzed. The focus of this paper is set on the communication capabilities of the internet as a digital medium that can be used as a means of fostering student sport and related activities while taking into account the characteristics and behavioral components of the student population. The primary research was conducted on a sample of students of Josip Juraj Strossmayer University of Osijek. The research provided several interesting implications on student behavior regarding the general information collection and consumption, as well as information about student sport activities on the university level. The paper provides a brief sport marketing literature review and suggests several important guidelines for further research. The assumption that the internet is a key element in the marketing potential of student sport was confirmed. Comparative analysis of digital marketing activities of benchmark universities has been conducted in order to determine suggestions on creating and/or improving digital marketing tools such as web site, social network presence and mobile application for reaching marketing potential of university sport.
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