Uticaj logističke vrednosti na satisfakciju potrošača u kontekstu digitalne pismenosti
The Influence of Logistics Value on Consumer Satisfaction in the Context of Digital Literacy
Apstrakt
Dinamičan razvoj e-trgovine pokrenut je brzim širenjem pristupa internetu i sve većom upotrebom prenosivih uređaja, poput smart mobilnih telefona, tableta itd. E-trgovina dominira na B2C tržištu, gde proizvode naručuju pojedinačni kupci, a prodaje ga preduzeće. Često se vrše jednokratne kupovine, lojalnost je relativno niska, dok očekivanja kupaca stalno rastu. Istraživanje je sprovedeno sa ciljem analiziranja uticaja logističke vrednosti i moderirajućeg efekta digitalne pismenosti na satisfakciju potrošača u digitalnom okruženju u Republici Srbiji. U radu je postavljeno 6 hipoteza. Posmatranjem značajnosti veza konstrukata ustanovljeno je da je logistička vrednost, sa akcentom na praćenje isporuke i pogodnost mesta isporuke, važna kada je reč o satisfakciji kupaca u digitalnom okruženju, dok moderirajući efekti digitalne pismenosti nisu potvrđeni. Na samom kraju rada date su implikacije za privredu, kao i preporuke za dalja istraživanja.
Abstract
The dynamic development of e-commerce is driven by the rapid expansion of Internet access and the increasing use of portable devices, such as smartphones, tablets, etc. E-commerce dominates the B2C market, where products are ordered by individual customers and sold by a company. One-time purchases are often made, loyalty is relatively low, while customer expectations are constantly growing. The research was conducted with the aim of analyzing the impact of logistical value and the moderating effect of digital literacy on consumer satisfaction in the digital environment in the Republic of Serbia. The paper presents 6 hypotheses. Observing the importance of relations between all constructs, it was found that logistics value with an emphasis on delivery monitoring and convenient place of delivery is important when it comes to customer satisfaction in the digital environment. Moderating the effects of digital literacy on customer satisfaction in the digital environment have not been confirmed. At the very end of the paper, implications for the economy are given, as well as recommendations for further research.
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