Customer Satisfaction with Online Shopping

Završni rad tematizira razvoj, ulogu i značaj online trgovine u Hrvatskoj. Brza evolucija informacijsko – komunikacijskih tehnologija i sveprisutna upotreba interneta su temelji nove ekonomske paradigme. U ovom kontekstu, online trgovina predstavlja novo područje koje poduzećima pruža mogućnost ostvarivanja konkurentske prednosti, dok potrošačima postavlja nove izazove u procesu kupovine. Cilj završnog rada je istaknuti važnost online trgovine u Hrvatskoj, budući da se ovaj način trgovanja, zbog svoje jednostavnosti i niskih troškova, smatra najprofitabilnijim. U budućnosti će online trgovina sigurno predstavljati ključni segment u cjelokupnom trgovinskom pejzažu u eri digitalne transformacije. U radu je detaljno analiziran pojam online trgovine, prikazani su različiti modeli online trgovine te su istraženi prednosti i nedostaci ovakvog načina poslovanja. Također, kako bi se bolje razumjelo ponašanje potrošača u online okruženju, provedena je online anketa s ciljem utvrđivanja kupovnih navika, preferencija te razine zadovoljstva/nezadovoljstva online kupovine među hrvatskim potrošačima.The final thesis analyzes the development, role, and importance of online commerce in Croatia. The rapid advancement of information and communication technologies and the widespread use of the Internet are the foundations of the new economy. In such an environment, online commerce represents a new opportunity for businesses to gain competitive advantages, while presenting new challenges to consumers in the buying process. The aim of this final thesis is to emphasize the importance of online commerce in Croatia, as this form of commerce is considered the most profitable due to its simplicity and low costs. In the future, it will undoubtedly constitute a significant segment of the overall trade in our digital age. The paper thoroughly explores the concept of online commerce, presents various models of online commerce, and examines the advantages and disadvantages of this business approach. Additionally, to better understand consumer behavior in the online environment, an online survey was conducted to determine the shopping habits, preferences, and levels of satisfaction / dissatisfaction with online shopping among Croatian consumers