CONSUMER BEHAVIOR ON THE INTERNET : Graduate paper

Odnos između potrošača i poduzeća temelji se na poštovanju i povjerenju. Kako bi se odnos između potrošača i poduzeća mogao izgraditi i biti dugotrajan poduzeća moraju upoznati svoje potrošače te razumjeti što i u kojoj mjeri utječe na ponašanje potrošača. Najveće promjene u ponašanju potrošača donio je Internet koji je potrošačima otvorio jedan posve novi svijet – svijet online kupovine. Potrošači su s razvojem interneta i novih tehnologija dobili veliku prednost i veću moć kada je u pitanju kupovina i pregovaranje. Oni su ti koji danas diktiraju koje će poduzeće biti uspješno ili neuspješno. Internetski potrošači svjesni su svoje moći i svjesni su toga da zahvaljujući internetu imaju široki izbor proizvoda i usluga te to naveliko koriste. Internet potrošači su zahtjevni – žele najbolje proizvode najbolje kvalitete za najbolju moguću cijenu, internet potrošači ne zaboravljaju – oni imaju dokaze o online kupovini te se ne boje iste iskoristiti ukoliko nešto tijekom online kupovine pođe po krivu, internet potrošači međusobno komuniciraju – stvaraju online zajednice u kojima komentiraju poduzeća, proizvođače, usluge i proizvode te tako utječu na druge potrošače. Internet potrošači su potrošači sadašnjosti i potrošači budućnosti. Stoga sva poduzeća trebaju aktivno i naporno raditi kako bi shvatila što motivira potrošače na internetu, što potrošači na internetu žele i što je potrošačima na internetu potrebno. Kada poduzeće adekvatno upozna svoje potrošače i ostvari odnos pun povjerenja s potrošačima isto im može pružiti vrhunski doživljaj online kupovine, zadovoljiti potrebe i želje potrošača te potaknuti potrošače na ponavljanje kupovine.The relationship between consumers and businesses is based on respect and trust. In order for the relationship between consumers and businesses to be built and long-lasting, businesses need to get to know their consumers and understand what and to what extent influences consumer behavior. The biggest changes in consumer behavior were brought about by the Internet, which opened a whole new world for consumers - the world of online shopping. With the development of the Internet and new technologies, consumers have gained a great advantage and greater power when it comes to shopping and negotiating. They are the ones who dictate today which company will be successful or unsuccessful. Internet consumers are aware of their power and are aware that thanks to the Internet they have a wide range of products and services and use it extensively. Internet consumers are demanding - they want the best products of the best quality for the best possible price, internet consumers do not forget - they have evidence of online shopping and are not afraid to use it if something goes wrong during online shopping, internet consumers communicate with each other - create online communities in commenting on companies, manufacturers, services and products and thus influencing other consumers. Internet consumers are consumers of the present and consumers of the future. Therefore, all businesses need to work actively and hard to understand what motivates online consumers, what online consumers want and what online consumers need. When a company adequately acquaints its consumers and achieves a relationship full of trust with consumers, it can also provide them with a superior online shopping experience, meet the needs and desires of consumers and encourage consumers to repeat the purchase