Development of internet shopping in the Croatian context -identification processes and practices of virtual consumption

U navedenom istraţivačkom radu glavna vodilja jest tema online potrošačke kulture u hrvatskom kontekstu. S obzirom da je potrošnja kao element svakodnevnice jedan od sveprisutnih elemenata suvremenog društva, upravo nam navedeno daje zanimljivu podlogu za istraţivanje. Potrošnja postaje ključan element za izgradnju individualnih i kolektivnih identiteta te predstavlja potrošačke obrasce i prakse te upute kako treba ţivjeti. Razvojem digitalne revolucije potrošačka kultura proširuje se i u virtualan segment te se razvijaju novi oblici potrošnje, online potrošnja. Cilj ovog rada je istraţiti razvoj online kupovine u hrvatskom kontekstu, dok se interpretativni okvir bazira na sociološke koncepte tranzicije postkomunističkih zemalja, društvenog povjerenja, razvoja financijske pismenosti i ostalih materijalnih blagostanja prilikom potrošačkih praksi. Također, istraţivanje je usmjereno na prepoznavanje ključnih faktora za poticanje online kupovine, te kako se u konačnici postaje aktivnim online potrošačem. Za navedeno istraţivanje korištena je kvalitativna metodologija sa metodom dviju fokus grupe, čija se građa analizirala aksijalno selektivnim kodiranjem.In this research, the main guideline is the topic of online consumer culture in the Croatian context. Given that consumption as an element of everyday life is one of the ubiquitous elements of modern society, this gives us an interesting basis for research. Consumption becomes a key element for building individual and collective identity and represents consumer practices and instructions on how to live. With the development of the digital revolution, consumer culture is expanding into the virtual segment and new forms of consumption are being developed such as online consumption. The aim of this paper is to investigate the development of online shopping in the Croatian context, while the interpretive framework is based on sociological concepts of transition of post-communist countries, social trust, development of financial literacy and other material well-being in consumer practices. Also, the research is focused on identifying key factors to encourage online shopping, and how to ultimately become an active online consumer. For the mentioned research, a qualitative methodology with the method of two focus groups was used, the material of which was analyzed by axially selective coding