Naslov
Safety Issues of Low Energy Micro-location Technology in retailing

Autori
Renko, Sanda ; Bošnjak, David

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty / Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2016, 217-221

ISBN
978-953-346-035-2

Skup
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty

Mjesto i datum
Zagreb, Hrvatska, 23.11.2016. - 24.11.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
micro-location low energy technology, retailing, safety, Croatia

Sažetak
Micro-location low energy technology is technology that has big possibilities of its application in retail industry. On the one hand, it provides consumers with new buying experience, augmented reality, more transparent purchase and more precise personalized treatment. On the other hand, it gives retailers more quality information about consumers, makes analysis of consumer buying behaviour in the store easier and communication with consumers simpler and less expensive. The application of micro-location enabling technology and services are supposed to make things easier for all subjects involved, however, there are certain challenges such as privacy and security. The aim of this paper is to give an insight into micro- location technology, highlight some of the challenges that micro-location is currently facing with and to understand the level of knowledge of Croatian consumers and retailers attitudes and beliefs towards this type of technology. For this purpose, qualitative and quantitative research methodological approaches were used. Findings indicate that both consumers and retailers have recognized advantageous associated with using micro-location low energy technology. However, both consumers and retailers think that Croatian market is still very skeptical towards its using due to the problem of protecting the privacy.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA