E-commerce presence in generation Z

Elektronička trgovina ima važnu ulogu za trgovce i potrošače jer trgovcima omogućuje niže troškove poslovanja, a potrošačima omogućuje bolji pregled asortimana proizvoda i često niže cijene nego u tradicionalnoj prodavaonici. Zastupljenost i udio elektroničke trgovine u RH i EU svake godine se povećavao te se predviđa njegov daljnji rast. U ovom radu će se poći od teorijskog okvira razvoja interneta i njegovog utjecaja na razvoj elektroničke trgovine, prednosti i nedostataka e-trgovine, problem njene sigurnosti itd. U fokusu rada je generacija „Z“ koja će biti predmet istraživanja gdje će se probati doći do odgovora o učestalosti, opsegu, navikama i razlozima online kupovine potrošača generacije „Z“. Razlog odabira generacije „Z“ je taj što je ta skupina od samih početaka imala pristup internetu, društvenim mrežama i modernoj tehnologiji te će se ispitati imaju li te okolnosti utjecaja na kupnju i njihovu učestalost.E-commerce plays an important role for merchants and consumers, as it provides merchants lower business costs and allows consumers a better product range view and often lower prices than in traditional stores. Representation and share of e- commerce in the Republic of Croatia and EU has been increasing every year and predict its expected to continue growing. This paper will begin with theoretical part of the development of the internet and its impact on the development of e-commerce, the advantages and disadvantages of e-commerce, the problem of its security etc. The focus of the work is generation „Z“, which will be a subject of research where answers will be seek about frequency, volume, habits and reasons for online shopping for generation „Z“ consumers. The reason for choosing generation „Z“ is that this group has had access to the internet, social networks and modern technology since childhood and it will be examine whether these circumstances have an impact on purchases and their frequency