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2021, vol. 26, br. 51, str. 11-18
Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
(naslov ne postoji na srpskom)
Univerzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment - FIMEK

e-adresamaja@fimek.edu.rs
Projekat:
This paper is a result of the research within the project "Enhancing the competitiveness of traditional food products in the function of sustainable development of AP Vojvodina", No. 142-451-2505/2019-01, financed by Provincial Secretariat for Higher Education and Scientific Research

Ključne reči: odluka potrošača; organska hrana; kupovina putem interneta; Covid 19 pandemija
Sažetak
U svetu postoji značajan broj istraživanja o faktorima koji utiču na odluku potrošača da kupuju organsku hranu koristeći tradicionalne kanale prodaje. Takođe, postoji i mnogo istraživanja o faktorima koji utiču na odluku potrošača da namirnice kupuju putem interneta. Međutim, prema našim saznanjima, izuzetno je skroman broj istraživanja o tome kako se i zašto potrošači odlučuju da organsku hranu kupuju putem interneta. Pandemija Covid 19 dovela je do porasta sklonosti potrošača ka kupovini putem interneta, te je ova tematika dobila na značaju. Stoga je cilj ovog rada bio da utvrdi faktore koji su najviše uticali na odluku potrošača da kupuju organsku hranu putem interneta tokom pandemije Covid 19. Istraživanje je sprovedeno na teritoriji Srbije, korišćenjem upitnika specijalno kreiranog za potrebe ovog istraživanja, na osnovu pitanja iz 9 relevantnih istraživanja u svetu. Za analizu podataka dobijenih istraživanjem korišćena je faktorska analiza i standardna višestruka regresija. Utvrđena su četiri faktora koji su uticali na kupovinu organske hrane putem interneta tokom pandemije Covid 19. Prvi i najvažniji faktor su svojstva organske hrane i činioci koji potrošače odvraćaju od kupovine organske hrane. Drugi važan faktor su prednosti kupovine putem interneta, posledice pandemije Covid 19 i označavanje organske hrane. Dok su treći faktor (karkteristike Web sajta i zadovoljstvo kupovinom putem inetrneta) i četvrti faktor (bezbednost kupovine putem interneta) od manjeg značaja. Na kraju rada date su preporuke za poboljšanje marketing strategije za prodaju organske hrane putem interneta.
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O članku

jezik rada: engleski
vrsta rada: neklasifikovan
DOI: 10.5937/AASer2151011C
primljen: 18.10.2020.
prihvaćen: 22.03.2021.
objavljen u SCIndeksu: 30.07.2021.
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