Navike hrvatskih potrošača u online i offline kupovini

kupovina postaje sve prominentnija u svijetu, ali i u Hrvatskoj. Iako se građani Hrvatske prilagođavaju online kupovini, nije istraženo koje proizvode ili usluge preferiraju kupovati online, a koje offline. Cilj rada je istražiti navike hrvatskih potrošača pri online i offline kupovini u korelaciji s vrstom proizvoda ili usluga. Način provođenja istraživanja: Na prigodnom uzorku od 108 ispitanika između 18 i 60+ godina, primijenjen je online upitnik od 64 čestice kojem su, uz demografske podatke, dobivene informacije o preferencijama online i offline kupovine obzirom na: način nabavljanja robe, učestalost nabavljanja robe iz Hrvatskih internet dućana, mišljenje o cijenama proizvoda prilikom kupovine, važnost doticanja i izboru proizvoda, procjenu jednostavnosti vraćanja proizvoda, usporedbe kvalitete usluge, praktičnost i informiranja prilikom kupovine. Ovi podaci su se odnosili na osam kategorija proizvoda ili usluga; hrana i bezalkoholna pića, odjeća i obuća, pokućstvo, zdravlje, komunikacija i aplikacije, rekreacija i kultura, obrazovanje, restorani i hoteli. Rezultati: Prema dobivenim rezultatima utvrđena je statistički značajna korelacija između navika online kupovine i dobi ispitanika te da je kronološka dob značajno povezana s edukacijom, ali i sumnjom u sigurnost online kupovine. Dobiveni rezultati su u suprotnosti s rezultatima istraživanja Lyera i Eastmana (2006) koji su utvrdili da su pismenije i tehnološki svjesnije starije osobe motiviranije koristiti internet trgovine. Sivansan, Monisha et. al., (2017) utvrdili su da žene kupuju više online, nego muškarci te da osobe starije od 35 godina rjeđe kupuju online u usporedbi s mlađim stanovništvom, što našim istraživanjem nije potvrđeno, već dobiveni rezultati sugeriraju da ispitanici pokazuju podjednaku preferenciju online kupovini u odnosu na spol. Zaključak: Hrvatski kupci našeg uzorka iskazuju veću nesigurnost prema online kupovini s porastom kronološke dobi, žene i muškarci podjednako preferiraju online kupovinu ovisno o financijskim mogućnostima. Obzirom da je istraživanje provedeno na relativno malom prigodnom uzorku ispitanika, za generaliziranje rezultata, trebalo bi navike prema online ili offline kupovini ispitati opsežnijim istraživanjima na reprezentativnom uzorku.Online shopping is becoming more prominent in the world but in Croatia as well. Even though Croatians are adapting to the trend of online shopping, it has not been researched which goods and services they prefer to buy online, and which do they prefer to buy offline. The aim of the paper is to research Croatian consumer habits when buying online and offline in correlation with the type of product or service. Procedure: On a suitable sample of 108 examinees between the ages of 18 and 60+, an online questioner was used with 64 particles where, with the demographic data, information was acquired concerning the preferences of online and offline shopping with regards to: The way goods are bought, The frequency of bought goods from Croatian internet stores, Thoughts about product pricing when shopping Importance of touch and product diversity Assessing the ease of returning a product Comparing product and service quality The practicality of being informed and shopping This data referred to the eight product or service categories; food and non-alcoholic drinks, clothes and footwear, household items, health, communications and application, recreation and culture, education, restaurants and hotels. Results: From the given results a statistically significant correlation was found between the habits of online shopping and age. This also indicated that the chronological age was significantly connected with education but also suspicion concerning online purchases. The results are different to what Lyera and Eastman (2006) found which was that more literate and technology aware older people tend to use online shops more. Sivansan, Monisha et. al. (2017) have found out that women buy more than men online and also that people older than 35 years of age buy items online more rarely compared to younger people which is not the case in our research data which suggests iv that there are no gender differences concerning online shopping habits. Conclusion: Croatian customers from our sample show greater insecurity towards online shopping as age increases, men and women have the same preference towards online shopping depending on their financial status. Since the research was done on a relatively small sample, in order to generalize the results further research needs to be done on a bigger sample