Ćirić, Maja Kuzman, Boris 2018 https://unilib.phaidrabg.rs/o:4890 application/pdf 380153 bytes Ključne reči: Internet, Internet marketing, televizija, ponašanje potrošača, deca potrošači, uticaj medija Key words: Internet, Internet marketing, UTICAJ INTERNETA I TELEVIZIJE NA PONAŠANJE DECE U KUPOVINI THE INFLUENCE OF INTERNET AND TELEVISION ON CHILDREN BUYING BEHAVIOR http://creativecommons.org/licenses/by/4.0/legalcode info:eu-repo/semantics/article INOVAEDUCATION 2018 vol. 2 br. 1 str. 324-339 srp Sažetak: Kompanije se na sve načine trude da svoj proizvod približe potrošačima, zaintrigiraju ih, stvore određenu vrednost i steknu njihovu lojalnost. Najpopularniji način prezentovanja je kroz medije koji su postali jedan od najznačajnijih faktora današnjice, prevashodno zbog toga što su savremenom čoveku postali deo svakodnevnice – gotovo u istoj meri kao posao ili porodica. Decu, kao posebni segment potrošača, odlikuju sofisticirani procesi prikupljanja informacija, određeno iskustvo u donošenju odluka bilo da je reč o impulsivnim ili planiranim kupovinama. Odrastanjem deca kreiraju i prihvataju sopstvene, nezavisne izvore informacija o proizvodima i uslugama. U kupovini nekih proizvoda argumentacija dece prevazilazi znanje i sposobnosti njihovih roditelja, što ih u mnogim slučajevima čini porodičnim ekspertima. Deca kao potrošači su posebno tržište koje sve više raste i dobija na značaju za veliki broj kompanija. Stoga je cilj ovog rada da se utvrdi koliki je uticaj medija, pre svega televizije i Interneta na decu i njihove želje za određenim proizvodima, kao i koliki je uticaj dece na kupovne odlike njihovih roditelja. Abstract: Companies work hard to get their product closer to consumers, intrigue them, create a certain value, and gain loyalty. The most popular way of presenting is through the media that have become one of the most important factors of today, primarily because they have become a part of everyday life to the modern man – almost to the same extent as a job or family. Children, as a specific segment of consumers, are characterized by sophisticated information gathering processes, some experience in decision making, whether it’s impulse or planned purchases. By growing children, they create and accept their own, independent sources of information about products and services. In the purchase of some products, children’s arguments go beyond the knowledge and abilities of their parents, which in many cases make them family experts. Children as consumers are a particular market that is growing and gaining importance for a large number of companies. Therefore, the aim of this paper is to determine the influence of the media, primarily television and the Internet on children, and their desire for certain products, as well as to identife the the influence of children on the purchasing decisions of their parents.