Vpliv vsebinskega trženja na odločitve o nakupu
DOI:
https://doi.org/10.37886/ip.2026.003Ključne besede:
vsebinski marketing, nakupne odločitve, vedenje potrošnikov, digitalni marketing, družbena omrežja, elektronsko ustno izročilo, nakupne namerePovzetek
Raziskovalno vprašanje (RV): Kako vsebinski marketing vpliva na proces sprejemanja potrošnikovih nakupnih odločitev in kakšna je njegova vloga pri oblikovanju nakupnih namer ter vedenja potrošnikov v digitalnem okolju?
Namen: Namen raziskave je preučiti vpliv vsebinskega marketinga na nakupne odločitve potrošnikov ter analizirati njegovo vlogo pri oblikovanju nakupnih namer in vedenja v digitalnem okolju.
Metoda: Raziskava temelji na primarnem empiričnem kvantitativnem pristopu. Izvedena je bila na vzorcu 128 študentov in mlajših zaposlenih oseb iz mesta Zagreb. Uporabljene so bile različne znanstvenoraziskovalne metode, vključno z analizo in sintezo, abstrakcijo in konkretizacijo, posploševanjem in specializacijo, induktivno in deduktivno metodo, klasifikacijo, deskripcijo ter statističnimi metodami. Za preverjanje hipotez so bile uporabljene univariatne in bivariatne analize, zlasti korelacijska in regresijska analiza.
Rezultati: Rezultati raziskave so pokazali statistično značilen in pozitiven vpliv vsebinskega marketinga na nakupne odločitve potrošnikov (p < 0,001). Regresijska analiza je potrdila napovedno sposobnost vsebinskega marketinga pri oblikovanju nakupnih odločitev, s čimer je bila potrjena tudi raziskovalna hipoteza.
Organizacija: Ugotovitve raziskave imajo pomembne praktične implikacije za managerje in marketinške strokovnjake, saj kažejo, da je vsebinski marketing učinkovita strategija za izboljšanje uspešnosti podjetja, ustvarjanje večje vrednosti za potrošnike ter doseganje konkurenčne prednosti na trgu.
Družba: Raziskava prispeva k boljšemu razumevanju vloge digitalnih skupnosti, družbenih omrežij in vsebin z vidika potrošnika. Pokazala je, da vsebinski marketing vpliva ne le na vedenje posameznih potrošnikov, temveč tudi na širše vzorce družbene komunikacije v sodobnem digitalnem okolju.
Izvirnost: Izvirnost raziskave se kaže v razvoju raziskovalnega modela za proučevanje vpliva vsebinskega marketinga na nakupne odločitve. Študija prispeva k razumevanju tega razmeroma novega področja ter odpira možnosti za nadaljnji razvoj raziskovalnega področja.
Omejitve/nadaljnje raziskave: Omejitev raziskave predstavlja razmeroma majhen namenski priložnostni vzorec, ki ne omogoča posploševanja ugotovitev na širšo populacijo. Poleg tega je bila raziskava izvedena kot presečna študija, zato ni bilo mogoče opazovati sprememb pojava skozi čas. Prihodnje raziskave bi morale vključiti večji vzorec, uporabiti longitudinalni raziskovalni načrt ter vključiti primerjave med različnimi sektorji.
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