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Ekonomika preduzeća
2020, vol. 68, br. 3-4, str. 259-268
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 20/05/2020
doi: 10.5937/EKOPRE2004259D
Efekti društvenog okruženja na nameru potrošača da koriste mobilnu trgovinu
aUniverzitet u Beogradu, Ekonomski fakultet, Katedra za poslovnu ekonomiju i menadžment
bUniverzitet u Kragujevcu, Ekonomski fakultet, Katedra za statistiku i informatiku
cUniverzitet u Kragujevcu, Ekonomski fakultet, Katedra za menadžment i poslovnu ekonomiju

Sažetak

Široka upotreba mobilnih telefona doprinela je njihovom korišćenju i u poslovne svrhe, pre svega u oblasti trgovine i finansijskih usluga. U savremenom digitalnom okruženju, mobilna trgovina predstavlja polje poslovne aktivnosti koje je u kontinuiranoj ekspanziji. Mobilna trgovina poslednjih godina doživljava trend rastućeg korišćenja i u Republici Srbiji. U skladu sa konceptima brojnih studija iz oblasti mobilne trgovine, cilj rada je identifikacija ključnih pokretača satisfakcije korisnika i namere budućeg korišćenja mobilne trgovine. Predloženi istraživački model obuhvata dve ključne varijable koje sadrže mnogi modeli za prihvatanje novih tehnologija - očekivane performanse/korisnost i očekivani napor/lakoću korišćenja, ali model je posebno fokusiran na društveno okruženje koje je u radu predstavljeno kroz dve komponente: personalni uticaj i društvene mreže. Istraživanje je sprovedeno na uzorku od 402 ispitanika. Analizirani su odnosi varijabli istraživačkog modela na nivou dva segmenta ispitanika: inovatora i sledbenika u pogledu korišćenja mobilne trgovine. Primena višegrupne analize i segmentacija ispitanika po osnovu ovog specifičnog kriterijuma daju posebnu vrednost radu. Rad pruža i korisne praktične implikacije, posebno u domenu korišćenja društvenih mreža u cilju kreiranja promotivnih i edukacionih kampanja putem kojih se građani mogu upoznati sa karakteristikama, koristima i načinom korišćenja mobilne trgovine.

Ključne reči

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