Young consumers' stance on online shopping of clothes and footwear

U ovom diplomskom radu razrađuje se pojam interneta i internetske trgovine, povijest interneta, razlika u shvaćanju pojmova e-trgovine i e-poslovanja te oblici internetske trgovine. Danas, trgovina putem interneta smatra se najprofitabilniji oblik trgovine zbog niskih troškova i jednostavnošću upotrebe. Razrađuje se ukratko internetska trgovina na području Republike Hrvatske koja postaje vrlo bitan segment ukupne trgovine u Republici Hrvatskoj, što je posljedica utjecaja informacijsko komunikacijskih tehnologija koje izravno utječu na svakodnevni život kako pojedinaca tako i poduzeća. Internetska trgovina zastupljena je kod mlađih potrošača jer nemaju straha od upotrebe tehnologije, a cilj diplomskog rada je istražiti dosege i analizirati internetsku trgovinu odjeće i obuće kod mlađih potrošača u Republici Hrvatskoj. Kao primjer internetske trgovine, analizira se internetska prodavaonica ZARA kao jedna od ključnih brendova Inditex grupe. Na kraju rada provedeno je istraživanje putem anketnog upitnika, uz pomoć kojeg su dobiveni stavovi mlađih potrošača općenito o internetskoj trgovini te na konkretnom primjeru internetske prodavaonice ZARA. Rezultati istraživanja pokazali su da ispitanici najčešće kupuju odjeću i obuću nekoliko puta godišnje, a isto vrijedi za internetsku prodavaonicu Zaru u kojoj najviše kupuju odjeću. Ispitanici koji kupuju putem internetske prodavaonice ZARA pruženu uslugu ocijenili sa zadovoljnim, a najvažnijim smatraju pregled raspoloživosti artikala u prodavaonicama i jednostavnost kupnje.This paper elaborates the concept of the Internet and internet commerce, as well as the history of the Internet, the difference in understanding of the terms e-commerce and e-business and the forms of e-commerce. Today, online shopping is considered to be the most profitable form of trading, because of its low cost and ease of use. Also, Internet commerce in Croatia is elaborated, as it is becoming a very important segment of total commerce in the country, which consequently comes as the impact of the growing information and communication technologies infiltrating into daily lives of both individuals and businesses. Internet commerce is more common with younger consumers, because this population has little fear of using technology, so the aim of the paper is to investigate the reach of e-commerce in Croatia and analyze the online trade of clothing and footwear for younger consumers in the country. As an example of an online store, ZARA online store is analyzed as one of the key brands of the Inditex Group. At the end of the paper, a questionnaire was used as means to conduct a survey, with the aim to obtain the views of younger consumers on online commerce in general, and more specifically on the example of ZARA online store. The results showed that respondents usually buy clothes and shoes several times a year, and the same is true of the Zara online store where they buy most of the clothes. Respondents who buy on ZARA online service rated the service with satisfaction, and pointed to the availability of items in stores and ease of purchase as the most important aspect of internet shopping