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Marković, Suzana
Zbornik Veleučilišta u Rijeci, 05/2021, Volume: 9, Issue: 1Journal Article, Paper
Društvene mreže postale su važan alat za prijenos informacija i povezivanje pojedinaca. Iako ne postoji dobna granica za korištenje društvenih mreža, najčešće ih koristi mlađa populacija. Pregled literature pokazuje da postoji niz istraživanja kvalitete usluga u on-line okruženju, ali su rijetka ona koja istražuju kvalitetu društvenih mreža. U ovom je istraživanju, u svrhu mjerenja kvalitete društvenih mreža, testirana primjena SNSQUAL modela, kojeg su razvili Phillips et al. (2016). Model obuhvaća varijable koje opisuju jednostavnost korištenja, povjerenje, personalizaciju, pouzdanost i integraciju usluga na društvenim mrežama. Istraživanje je provedeno na uzorku studenata, te je prikupljen 341 ispravno ispunjen anketni upitnik. Prikupljeni podaci su analizirani primjenom metoda deskriptivne statističke analize, faktorske analize i analize pouzdanosti. Rezultati istraživanja ukazuju na visoku razinu percipirane kvalitete društvenih mreža. Ujedno se kvaliteta društvenih mreža u Hrvatskoj percipira kroz sljedeće dimenzije: informacije, jednostavnost korištenja, pouzdanost i sigurnost, integriranost i prilagođavanje. Social networks have become important tool for disseminating information and connecting people. Although there is no age limit for using social networks, they are most frequently used by younger population. Literature review implies that there is number of service quality studies in on-line environment. However, there is a lack of studies about the social network quality. For the purpose of measuring social network quality, SNSQUAL model designed by Phillips et al. (2016) was tested in present study. The model comprised variables that describe ease of use, trust, personalization, reliability, and integration of services on social networks. The research was conducted among the students. A total of 341 valid questionnaires were gathered. Data was analysed using descriptive statistics, factor analysis and reliability analysis. Study results indicate high level of perceived social networks quality. In addition, social network quality in Croatia is perceived through following dimensions: information, ease of use, reliability and safety, integration, and customization.
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