PERCEIVED RISK IN ONLINE SHOPPING

Zaradi številnih prednosti, ki jih splet nudi, se število spletnih trgovin iz dneva v dan nenehno veča. Poznavanje vedenja kupcev pomaga izvajalcem marketinga pri prodobivanju in zaržanju kupcev. Zelo pomembno je tudi to, da se izvajalci marketinga zavedajo vloge, ki jo ima zaznavanje tveganje ob spletnem nakupovanju. V prvem teoretičnem delu je opisan pomen in prednosti spletnega poslovanja ter spletnega nakupovanja. Drugi del govori o vedenju kupcev na spletu, zadnji del pa o tveganju, ki ga ti zaznavajo.V diplomskem delu je bila izvedena tudi raziskava zaznanega tveganja pri slovenskih kupcih.The number of online stores are instantly increasing because of all the advantages that the Web offers. Knowledge of online customer behavior helps marketers to attract and retain customers. Its also very important that the marketers understand the role of costumer\u27s perceived risk in online shopping. The first theoretical part of the paper describes the meaning and the adventages of Online Business and shopping in general and also the situation of online shopping in Slovenia. The middle section talks about the costumer online behaviour while the last one is about their risk perceptions. The thesis also includes a research on Slovenian costumers perceived risk