PRIMENJENI MODEL PRIHVATANJA TEHNOLOGIJE: ISTRAŽIVANJE UTICAJA FAKTORA MOTIVACIJE ZA KORIŠĆENJE TEHNOLOGIJE ZA KUPOVINU NA INTERNETU KOD GENERACIJE Z

Petar Masleša

doi:10.24867/15GI10Maslesa

Petar Masleša

DOI: https://doi.org/10.24867/15GI10Maslesa

Ključne reči: Model prihvatanja tehnologije, kupovina preko interneta, generacija Z, digitalni marketing

Apstrakt

Druga decenija 21. veka obeležila je digitalna transformacija mnogih procesa, između ostalog i kupovine. Kupovina preko interneta donela je mnogo novina u poslovanju i stvorila mnoge mogućnosti kada je poslovanje na internetu u pitanju. Donela je i nove implikacije kad su navike i ponašanje potrošača u pitanju. Kako je u toku smena generacija u radnoj snazi, ali i među potrošačima, važno je istražiti kako se nova generacija, generacija Z, ponaša kao potrošač i korisnik modernih platformi za kupovinu. Istraživanje u ovom radu bavi se problemom kako pripadnici generacije Z percipiraju tehnologiju za kupovinu preko interneta kroz model prihvatanja tehnologije. Predmet rada su pripadnici generacije Z, odnono uticaj faktora motivacije koji utiču na odluku o korišćenju tehnologije za kupovinu na internetu. Cilj rada je da pokaže kako motivacioni faktori utiču na odluku o korišćenju određene platforme kroz prizmu digitalnog marketinga i elektronskog komerca.

Reference

[1] M. McCrindle and E. Wolfinger, ABC of XYZ: Understanding The Global Generations, Sydney: UNSW Press, 2011.
[2] D. Chaffey, E-business and E-commerce Management: Strategy, Implementation and Practice, Pearson Education, 2009.
[3] R. Kalakota and A. B. Whinston, Electronic Commerce: A Manger's Guide, Addison-Wesley, 1997.
[4] R. Nemat, “Taking a look at different types of e-commerce,” World Applied Programming, pp. 100-104, 2011.
[5] L. Qiu and L. Dong, “Applying TAM in B2C E-Commerce Research: An Extended Model,” TSINGHUA SCIENCE AND TECHNOLOGY, pp. 265-272, 2008.
[6] D. Rosaci and G. Sarnè, “Multi-agent technology and ontologies to support personalization in B2C E-commerce,” Electronic Commerce Research and Applications, 2013.
[7] A. Sapian and M. Vyshnevska, “The Marketing Funnel As An Effective Way Of The Business Strategy,” The art of scientific mind, pp. 16-18, 2019.
[8] F. D. Davis, “A Technology Acceptence Model for Empirically Testing New End-User Information Systems: Theory and Results,” Doctoral Dissertation, Sloan School of Management, MIT, 1986.
[9] M. Dimock, “Defining generations: Where Millennials end and Generation Z begins,” https://www.pewresearch.org/, 17 January 2019. [Online]. Available: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/.
[10] S. Wood, “Generation Z as consumers: trends and innovation,” Institute for Emerging Issues: NC State University, pp. 7767-7779, 2013.
[11] D. M. Szymanski and H. T. Richard, “e-Satisfaction: An Initial Examination,” JR, pp. 309-322, 2000.
[12] J. J. Inman and H. Nikolova, “Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns,” Journal of Retailing, p. 7–28, 2017.
[13] J.-C. Hong, M.-Y. Hwang, T.-Y. Ting, K.-H. Tai and C.-C. Lee, “The Innovativeness and Self-Efficacy Predict the Acceptance of Using iPAD2 as a Green Behavior by the Governmet's Top Administrators,” The Turkish Online Journal of Educational Technology, pp. 313-320, 2013.
[14] M. Kukar-Kinney, N. M. Ridgway and K. B. Monroe, “The Relationship Between Consumers’ Tendencies to Buy Compulsively and Their Motivations to Shop and Buy on the Internet,” Journal of Retailing, pp. 298-307, 2009.
[15] D. Lestari, “Measuring e-commerce adoption behaviour among gen-Z in Jakarta, Indonesia,” Economic Analysis and Policy, pp. 103-115, 2019.