PROMJENE STAVOVA POTROŠAČA PREMA ONLINE KUPNJI ZA VRIJEME PANDEMIJE COVID-19 : Završni rad

Pandemija COVID -19 je obilježila 2020. godinu. Drastične promjene su vidljive na području marketinga, točnije na ponašanju potrošača. Online kupnja, pojam mnogima poznat od prije, u 2020. godini je dobio na značenju. Temeljni ciljevi ovog završnog rada bili su doći do spoznaja o promjenama u ponašanju potrošača, odnosno jesu li kupci koristili online kupnju prije same pandemije, koji su razlozi korištenja virtualne trgovine, te namjeravaju li praksu online kupnje nastaviti i u budućnosti, odnosno kakvi su stavovi u ovom kontekstu. Anketa je bila provedena online putem i to na uzorku od 118 ispitanika. Većinu ispitanika činila je studentska populacija koja je i prije same pandemije bila upoznata s pojmom online kupnje te su za vrijeme pandemije nastavili koristiti ovaj oblik trgovine, samo u većoj mjeri. Rezultati istraživanja također pokazuju da su razlozi za online kupovini bili raznoliki uključujući i to što je dosta fizičkih trgovina za vrijeme lockdown-a bilo zatvoreno. Bitno je naglasiti da, iako u početku prisiljeni, ispitanici su, neki čak i u većoj mjeri nego prije pandemije, iskazali interes za ovakvom vrstom kupovine, kao i namjeru buduće online kupnje. Slijedom toga, može se reći da su potrošači promijenili stav prema online kupnji te da istu čeka svijetla budućnost.The appearance of new COVID–19 virus(es) has marked the year. Drastic changes are visible also in marketing, precisely to say, in terms of the consumer behaviour. Online shopping, the term well known to many, has grown in importance in the year 2020. The main goals of this paper were to determine the changes in consumer behaviour, such as consumers’ online shopping usage before the pandemic, the reasons for visiting the virtual stores, and future online buying tendencies, that is, consumer attitudes given the current context. The survey was conducted online and it encompassed 118 respondents. Most respondents were students who were familiar with online shopping even before the pandemic, so they continued to use online shopping to a great extent during the pandemic. Research results also showed that the reasons for choosing online shopping were numerous, such as, the online store was almost the only way since many physical stores were closed during lockdown. It is worthy to note that even though the respondents felt as if they were forced to use online shopping at first, they were very interested in this form of shopping, some even to a greater extent than before the pandemic, whereas many consumers showed the tendency to continue with the online buying in the future as well. Consequently, it can be concluded that consumers have changed their attitudes towards online shopping and that the bright future is ahead of it