KOMPARATIVNA ANALIZA POTROŠAČKIH SEGMENATA U  POGLEDU KORIŠĆENJA ONLAJN KUPOVINE

XXIV naučni skup Institucionalne promene kao determinanta privrednog razvoja Republike Srbije,  19. 9. 2025. Kragujevac, (213-226 str.)

 

АУТОР(И) / AUTHOR(S): Marinković Veljko , Dražen Marić , Julija Vidosavljević  

 

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DOI:  10.46793/6091.173.3.213M

САЖЕТАК / ABSTRACT:

Razvoj interneta i digitalnih platformi omogućio je brzo širenje e-trgovine, koja postaje ključni kanal za povezivanje prodavaca i potrošača širom sveta. E-trgovina predstavlja dinamičan oblik trgovine koji omogućava kupovinu i prodaju proizvoda i usluga putem interneta, čime se menjaju tradicionalni obrasci potrošačkog ponašanja. Sve veća zastupljenost savremenih tehnologija u svakodnevnom životu ukazuje na potrebu za dubljim razumevanjem faktora koji utiču na prihvatanje i korišćenje digitalnih kanala kupovine. Imajući u vidu rasprostranjenost savremenih tehnologija, cilj rada je da se ispita i uporedi ponašanje različitih segmenata potrošača u pogledu korišćenja onlajn kupovine. Teorijsku osnovu empirijskog istraživanja u ovom radu predstavlja Jedinstvena teorija prihvatanja i korišćenja tehnologije (UTAUT – Unified Theory of Acceptance and Usage of Technology). U analizi podataka primenjeni su t test za dva nezavisna uzorka (prema polu i starosti) i upareni t test. Dobijeni rezultati pokazuju da postoje značajne razlike između stavova ispitanika, segmentiranih prema navedenim kriterijumima. Žene su pokazale viši stepen saglasnosti sa tvrdnjama koje se odnose na percipiranu jednostavnost i korisnost e-trgovine, dok mlađi ispitanici iskazuju viši nivo pozitivnih stavova i namere buduće upotrebe. Nalazi rada doprinose boljem razumevanju faktora koji oblikuju ponašanje potrošača u digitalnom okruženju i mogu poslužiti kao osnova za kreiranje ciljano orijentisanih marketinških strategija koje će unaprediti korisničko iskustvo.

КЉУЧНЕ РЕЧИ / KEYWORDS:

e-trgovina, UTAUT model, potrošački segmenti

ПРОЈЕКАТ / ACKNOWLEDGEMENT:

Ovo istraživanje je finansijski podržano od strane Ministarstva nauke, tehnološkog razvoja i inovacija Republike Srbije (Ugovor br. 451-03-137/2025-03/200099).

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