E-poslovanje in marketinške dejavnosti za podporo spletnem nakupovanju
DOI:
https://doi.org/10.32015/JIBM/2021.13.1.29-39Ključne besede:
online shopping, advertising, social mediaPovzetek
Na začetku naše raziskave so bili opredeljeni pogoji za delovanje spletne trgovine. Osnove spletne trgovine so internet, informacijska in komunikacijska tehnologija ter celovito razumevanje tržnih priložnosti za spletno trgovanje. Zaradi trenutnih razmer na trgu in vse močnejše konkurence ter priložnosti, ki jih ponujajo IKT, se elektronsko poslovanje vse bolj uveljavlja, zlasti med mlajšimi generacijami kupcev. Da bi jih dosegli, moramo prilagoditi svoje tržne dejavnosti. Spletna trgovina manjšim ponudnikom omogoča tudi vstop na svetovni trg in doseganje kupcev po vsem svetu. Ponudniki spletnih trgovin lahko uporabljajo stroškovno učinkovite pristope, ki jih ponujajo socialna omrežja, ki omogočajo hitro, enostavno in učinkovito doseganje velikega števila potencialnih ciljnih kupcev, pa tudi hitre povratne informacije o trenutnih tržnih razmerah. Z raziskavo smo želeli preveriti vpliv družbenih medijev na odločitev za spletno nakupovanje. Raziskava je bila izvedena na podlagi vprašalnika in regresijske analize. Raziskave je pokazala, da so družbeni mediji izjemno močno vplivali na odločitev o nakupu izdelka ali storitve v spletni trgovini. Internet sam omogoča takojšnjo primerjavo ponudb med različnimi ponudniki.
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