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Статті в журналах з теми "Motivation research (Marketing)":
1
Henry, Harry. "Motivation Research." Marketing Intelligence & Planning 4, no. 5 (May 1986): i—234. http://dx.doi.org/10.1108/eb045739.
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Lindridge, Andrew, Sharon E. Beatty, and William Magnus Northington. "Do gambling game choices reflect a recreational gambler’s motivations?" Qualitative Market Research: An International Journal 21, no. 3 (June 11, 2018): 296–315. http://dx.doi.org/10.1108/qmr-10-2016-0093.
Анотація:
Purpose Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a desire to gamble in general, regardless of game choice among recreational gamblers. The purpose of this study is to explore this theme by considering “illusion of control” where luck and skill may moderate gambling motivation. Design/methodology/approach This study applies two motivation theories, hedonic consumption theory and motivation disposition theory, and examines heuristic perspectives related to gambling. Three stages of qualitative data collection were undertaken. Findings The findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires. Research limitations/implications These findings shed light on an important topic and include an in-depth examination of recreational gamblers’ motivations. Further quantitative examinations should be considered. Practical implications This research could be used by practitioners or researchers in better segmenting the casino recreational gambling market. Originality/value While many researchers have examined gambling motivations and even gambling motivations by venue (e.g. casino versus online), few researchers have focused on gamblers’ choice of games and even fewer have studied recreational gamblers’ motivations with a qualitatively rich approach, resulting in some useful perspectives on drivers of recreational gamblers by personal motives.
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Tadajewski, Mark. "William A. Shryer, scientific advertising, habits and motivation research." Journal of Historical Research in Marketing 12, no. 2 (June 1, 2020): 197–218. http://dx.doi.org/10.1108/jhrm-10-2019-0037.
Анотація:
Purpose This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought. Design/methodology/approach This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources. Findings We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative. Originality/value We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.
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ZIEMS, DIRK. "The Morphological Approach for Unconscious Consumer Motivation Research." Journal of Advertising Research 44, no. 2 (June 2004): 210–15. http://dx.doi.org/10.1017/s0021849904040152.
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Pounders, Kathrynn, Christine M. Kowalczyk, and Kirsten Stowers. "Insight into the motivation of selfie postings: impression management and self-esteem." European Journal of Marketing 50, no. 9/10 (September 12, 2016): 1879–92. http://dx.doi.org/10.1108/ejm-07-2015-0502.
Анотація:
Purpose Social media enables consumers to regularly express themselves in a variety of ways. Selfie-postings are the new tool for self-presentation, particularly among millennials. The purpose of this paper is to identify the motivations associated with selfie-postings among female millennials. Design/methodology/approach The exploratory study consisted of 15 in-depth interviews with women who were 19-30 years of age. The analysis of data was facilitated by an iterative constant comparison method between data, emerging concepts and extant literature. Findings Textual analysis reveals impression management to be pivotal in understanding the consumer selfie-posting process. Other sub-themes include happiness and physical appearance. In addition, self-esteem was revealed as a motivator and an outcome. Research limitations/implications The study was limited to females who were 19-30 years of age. Future research should include males and a wider age group and focus on empirical testing of the identified themes. Practical implications This research sheds light on the motivation and outcomes associated with selfie-postings. Implications for marketers and advertisers include a better understanding of how to engage consumers to post content in the form of selfies with brands and products. Originality/value This paper fulfils an identified need to explore the growing trend of selfie-postings and contributes to academic literature in consumer behavior by identifying the motivations of selfie-postings.
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Weiger, Welf H., Hauke A. Wetzel, and Maik Hammerschmidt. "Who’s pulling the strings?" European Journal of Marketing 53, no. 9 (September 9, 2019): 1808–32. http://dx.doi.org/10.1108/ejm-10-2017-0777.
Анотація:
Purpose Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths and the role of users’ preference for intimate (vs broad) social networks. Design/methodology/approach The authors conduct a field survey and a scenario experiment among social media users across different brands from three different product categories. They examine the impact of marketer-generated content on user engagement while considering the moderating role of network intimacy (i.e. the mutual confiding within a user’s social network in terms of small social circles) and the mediating role of user motivations (i.e. autonomous vs controlled motivation for community membership). Findings The findings show that affiliative content (i.e. content that highlights shared values) drives user engagement through autonomous motivation, and utilitarian content (i.e. content that highlights tangible benefits) drives user engagement through controlled motivation. Notably, injunctive content (i.e. content that demands specific user behavior) is not a promising instrument to increase user engagement in social media brand communities when not targeted correctly. Research limitations/implications The authors link three generic content types derived from literature on communal systems to user engagement, demonstrate the motivational underpinnings of their translation into engagement behavior and show that network intimacy can explain why the same content type can impact user engagement through two motivational paths. Practical implications The authors present three types of content that marketers can craft to trigger users to engage with a brand’s social media community and show when this content is most effective and why. By examining the moderating role of network intimacy, this research aims at providing targeting implications to social media marketers. Originality/value This research provides new insights on the effectiveness of marketer-generated content. The authors reveal two motivational paths that compete in explaining the overall effectiveness of different types of marketer-generated content to fuel user engagement. The authors further demonstrate that these relationships depend on the intimacy of a user’s circle of online friends.
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Sobh, Rana, and Brett A. S. Martin. "Feedback information and consumer motivation." European Journal of Marketing 45, no. 6 (May 31, 2011): 963–86. http://dx.doi.org/10.1108/03090561111119976.
Анотація:
PurposeMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.Design/methodology/approachThe paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females.FindingsThe research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well.Practical implicationsThe findings have important implications as they reveal how managers can motivate customers to keep using a product or service.Originality/valueThe paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.
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Chi, Yeong, Marvin Glen Lovett, and Orson Chi. "Gaming Motivations among American College Students." International Journal of Business and Management 12, no. 6 (May 18, 2017): 211. http://dx.doi.org/10.5539/ijbm.v12n6p211.
Анотація:
The purpose of this study was to examine American college students’ motivations related to video games and to identify groups exhibiting common patterns of responses. This study investigated the video gaming motivations of American college students through the adoption of a gaming motivation scale, developed by Lafrenière, et al., which was composed of 18 Likert-typed items. A questionnaire survey, administered to 191 American college students at a public university in South Texas, was employed to collect primary data for this study. The gaming motivations of these participants were examined through factor analysis, which identified four reliable factors. Cluster analysis was then employed to identify three prominent video gaming motivation groups. This research may provide practical marketing implications by proposing effective ways to better understand and target video gaming consumers. Research results may also provide direction for developing successful marketing strategies in the video gaming industry.
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Todd, Patricia R., and Joanna Melancon. "Gender and live-streaming: source credibility and motivation." Journal of Research in Interactive Marketing 12, no. 1 (March 12, 2018): 79–93. http://dx.doi.org/10.1108/jrim-05-2017-0035.
Анотація:
Purpose The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer. Design/methodology/approach Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used. Findings There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters. Research limitations/implications The context investigated was a single live-streaming provider. Practical implications The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters. Originality/value This research is among the first to explore source effects and motivation in the live video context.
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Roy, Rajat, Fazlul K. Rabbanee, and Piyush Sharma. "Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing." European Journal of Marketing 50, no. 5/6 (May 9, 2016): 816–37. http://dx.doi.org/10.1108/ejm-10-2014-0609.
Анотація:
Purpose The purpose of this paper is to investigate the direct and indirect effects of social visibility (private vs public), purchase motivation (intrinsic vs extrinsic vs altruistic) and external reference price (ERP) (absent vs present) on consumers’ pricing decisions in pay-what-you-want (PWYW) context. Design/methodology/approach Two empirical studies with a fitness gym as the research setting were used to test all the hypotheses; first, a lab experiment with undergraduate student participants and, the second, an online experiment with a consumer panel. Findings Both studies show that consumers allocate a higher share (RATIO) of their internal reference prices (IRPs) to the prices to be paid (PTP) in PWYW context, in private under intrinsic purchase motivation and in public under extrinsic or altruistic motivation and this effect is more pronounced in the absence of ERP. Research limitations/implications Future research may validate and extend the findings of this paper with other product or service categories, different manipulations for the key variables, other research methods such as field experiments and expand our model by including other relevant variables. Practical implications The findings of this paper will help managers understand how individual customers’ purchase motivation and the social visibility in the PWYW setting affect their pricing decisions and how providing external pricing cues may moderate these effects. Originality/value Prior research on PWYW shows mixed findings about the direct effects of many variables on consumers’ pricing decisions, but it ignores the differences in consumers’ purchase motivations and offers mixed evidence about the influence of social visibility and ERPs on payment decisions. The authors address all these gaps in this paper.
Дисертації з теми "Motivation research (Marketing)":
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Bee, Colleen Claire. "Mixed emotions : what if I feel good and bad? /." view abstract or download file of text, 2005. http://wwwlib.umi.com/cr/uoregon/fullcit?p3190507.
Анотація:
Thesis (Ph. D.)--University of Oregon, 2005.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 179-187). Also available for download via the World Wide Web; free to University of Oregon users.
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Joshua, Edwin (Edwin Ratnaraj) Carleton University Dissertation Management Studies. "An examination of product knowledge and information search in consumer information processing." Ottawa, 1992.
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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.
Анотація:
The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.
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Agarwal, James. "A dimensional and holistic model of consumer choice : a validation study." Diss., Georgia Institute of Technology, 1993. http://hdl.handle.net/1853/30558.
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Harris, William Detwiler. "An investigation into the effect of affect intensity on consumer responses to persuasive appeals /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1989.
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Campbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /." view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.
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Matoušková, Tereza. "Strategie rozvoje podniku Focus CZ Marketing and IT Research s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223696.
Анотація:
This diploma thesis deals with the strategy that leads to the development of company providing services. Proposed changes and their most leading action to eliminate the weaknesses and use opportunity, as revealed by the analysis of external and internal factors affecting business activity. These changes in the future should lead to further business growth, manifested in the profits.
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Němcová, Barbora. "Návrh rozvoje motivačního programu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224459.
Анотація:
This diploma thesis focuses on the motivation system in a selected company. In the theoretical part, main terms will be explained which are related to this issues. The practical part is focused on the description of company and analysis of the current motivational programme. In the last part of thesis are describes proposals for improving the motivational programme.
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Gross, Justin A. Alderman Derek H. "The festival gap : comparing organizers' perceptions of visitors to a survey of visitors at the Carolina Renaissance Festival, 2005 /." Access via ScholarShip, 2006. http://hdl.handle.net/10342/1111.
Анотація:
Thesis (M.A.)--East Carolina University, 2006.Presented to the faculty of the Department of Geography. Advisor: Derek Alderman. Includes bibliographical references (leaves 114-119). Also available via the World Wide Web. Adobe reader required.
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Jiang, Ying. "Affect, perceived service quality, and satisfaction : assessing the moderating role of service setting." HKBU Institutional Repository, 2001. http://repository.hkbu.edu.hk/etd_ra/308.
Книги з теми "Motivation research (Marketing)":
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Henry, Harry. Motivation research. Bradford: MCB University Press, 1986.
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Norden, Rainer. Motivationstheoretische Ansätze im Marketing: Ein Beitrag zur Analyse psychologischer Konstrukte in der Ökonomik. Frankfurt am Main: P. Lang, 1990.
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Howard, John A. Consumer behaviour in marketing strategy. London: Prentice-Hall International, 1989.
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M, Chisnall Peter. Consumer behaviour. 3rd ed. London: McGraw-Hill, 1995.
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Assael, Henry. Consumer behavior and marketing action. 4th ed. Boston: P.W.S.-Kent, 1992.
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Assael, Henry. Consumer behavior and marketing action. 6th ed. Cincinnati, Ohio: South-Western College Pub., 1998.
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Schiffman, Leon G. Consumer behaviour. 4th ed. London: Prentice-Hall International, 1990.
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Schiffman, Leon G. Consumer behaviour: A European outlook. Harlow, England: Prentice Hall/Financial Times, 2008.
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Ketelsen-Sontag, Hannelore. Empirische Sozialforschung im Marketing: Theorie und Praxis in der Marktforschung. Spardorf: R.F. Wilfer, 1988.
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Assael, Henry. Consumer behavior and marketing action. 3rd ed. Boston, Mass: Kent Pub. Co., 1987.
Частини книг з теми "Motivation research (Marketing)":
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Karmasin, Helene. "Ernest Dichter’s Studies on Automobile Marketing." In Ernest Dichter and Motivation Research, 109–25. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230293946_6.
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Samli, A. Coskun, and William C. Wilkinson. "The Demise and Revival of Motivation Research: Recent Lessons from Europe." In Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference, 464–69. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17052-7_95.
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Daxböck, Jennifer, Maria Laura Dulbecco, Sintija Kursite, Tommy Kristoffer Nilsen, Andrada Diana Rus, Joanne Yu, and Roman Egger. "The Implicit and Explicit Motivations of Tourist Behaviour in Sharing Travel Photographs on Instagram: A Path and Cluster Analysis." In Information and Communication Technologies in Tourism 2021, 244–55. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_22.
Анотація:
AbstractInstagram has been an emerging platform for tourists to share their experiences and connect with other users in the multiphasic travel stages. Despite the huge number of photographs shared on Instagram on a daily basis, it remains ambiguous regarding the underlying motives of tourists’ posting behaviour. Thus, this study aims to conceptualise a framework based on the internal and external triggers of sharing travel photographs through a mix methods design involving diary studies and questionnaires. By conducting a path analysis, this study presents and validates a theoretical model including various motivational factors; namely enjoyment, self-esteem, recognition, interests, social norms, goals, social ties, social status and prestige, self-efficiency, outcome expectations and memorabilia. Meanwhile, this research clusters young techsavvy tourists into four distinct segments based on their behaviour of using Instagram while traveling. By bridging motivational theories, social psychology, and social media in the context of tourism, this research extends literature related to user-generated content and Instagram. Practically, this research allows marketers to optimise the effectiveness of marketing strategies based on the characteristics of tourists and their behaviour on social media platforms.
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Koo, Fung Kuen, and Huong Le. "Understanding Culture, Motivation, and Ethnic Consumer Behavior." In Handbook of Research on Effective Marketing in Contemporary Globalism, 47–65. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6220-9.ch003.
Анотація:
Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviews are the methods used. In this chapter, the authors argue that a combination of Alferder's and Schwartz's theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers' motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.
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Eroglu, Sertac, and Nihan Tomris Kucun. "Traditional Market Research and Neuromarketing Research." In Advances in Marketing, Customer Relationship Management, and E-Services, 146–67. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3126-6.ch008.
Анотація:
Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.
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O’Connell, Nadia, and Ho Yin Wong. "Optimal Motivation and Governance of Education Agents." In Handbook of Research on Transnational Higher Education, 118–37. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4458-8.ch007.
Анотація:
This chapter addresses the issue of marketing higher education institutions through education agents, focusing on ways to gain a competitive advantage over other institutions in the context of increasing global competition while maintaining close management and governance of this distribution channel. Qualitative in-depth interviews were conducted with 31 Australian university international marketing managers and staff, and 16 education agents based in Australia and overseas. The findings show seven main themes, namely, service and support, joint promotion, incentives, training, gifts, social activities, and relationship enhancement. The contributions of this chapter are the provision of experiences, ideas, attitudes, and perspectives of how Australian universities work in partnership with education agents throughout the world to recruit international students in an increasingly competitive marketplace, whilst ensuring obligations are met under Australian international education legislation. This chapter provides marketing specialists, educational administrators, and policy makers with practical real life examples of motivational and management techniques.
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Basaran, Umit. "Gamification in Marketing." In Handbook of Research on Cross-Disciplinary Uses of Gamification in Organizations, 137–65. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-7998-9223-6.ch007.
Анотація:
Advances in digital marketing technologies and the experience and value they provide to consumers have become important factors in market success. Therefore, businesses are focusing much more on the use of innovative technologies such as gamification. Gamification is the use of game design elements and mechanisms in non-game environments to increase the motivation of users to guide their behavior. Gamification elements used in marketing activities have an impact on the attitudes and behaviors of consumers towards brands, products, and services by increasing experience and value for them. Accordingly, this chapter is aimed at evaluating the gamified marketing activities from the perspective of customer value. In this context, the concepts of customer value and gamification are examined, and gamification techniques used in marketing and their effects on consumer value are evaluated. Also, the case study of Starbucks' gamified mobile application is presented from the perspective of customer value.
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Hallmann, Kirstin, Sören Dallmeyer, and Christoph Breuer. "Sports Tourism Marketing." In Advances in Marketing, Customer Relationship Management, and E-Services, 40–57. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5994-0.ch004.
Анотація:
Research dealing with the motives of sports tourists from a marketer's perspective remains underdeveloped. This chapter describes the phenomenon of sports tourism and aspires to examine with an empirical study the motives of winter and summer sports tourists. The first sample (n=339) was comprised of active as well as passive summer sports tourists. The second sample (n=477) only focused on active participants being winter sports tourists. Both samples were sharing a particular profile of consumers: The respondents were predominantly male, medium-aged, well-educated, and affluent. Cluster analysis based on the items of involvement and strengths of motivation revealed the clusters Casual and Committed. The Committed cluster showed a higher level of involvement, whereas sport motivation differed between the two clusters. Implications for marketing are presented.
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Baporikar, Neeta. "Faculty Motivation in Management Education." In Advances in Educational Marketing, Administration, and Leadership, 399–423. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9850-5.ch016.
Анотація:
It is often observed that some institutions though better endowed in terms of, the management, leadership style, qualification and experience of the faculty and staff, the availability of material resources, yet do not fare well as compared to those where there exists motivated faculty. This is because motivated faculty can drive excellence in institutions though quality teaching and research. Management Educational institutions are no exception. Management education has undergone radical changes in last few decades. The content, instructional methodologies and facilities are among the key indicators of change as is the background and motivation of people who choose to become management teachers. Moreover, in the light of higher education becoming more complex and institutions becoming social undertakings globally, what is it about teaching management education that makes outstanding teachers love their jobs? The chapter delves into these issues and focuses on faculty motivation in management education.
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Ritbumroong, Thanachart. "Analyzing Customer Behavior Using Online Analytical Mining (OLAM)." In Marketing and Consumer Behavior, 894–910. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch040.
Анотація:
Online Analytical Mining (OLAM) is an architecture integrating data mining into OLAP. With this integration, data mining algorithms can be performed with OLAP abilities. OLAM enables users to choose a particular portion of data and analyze them with data mining models. Previous studies have provided examples of OLAM applications with the motivation to improve technical performance. This chapter reviews the capabilities of OLAM and discusses the well-known concept encompassing the analysis of customer behavior. The underlying motivation of this chapter is to present the opportunities for the development of OLAM to support the customer behavior analysis. Three main directions of the advancement in OLAM are proposed for future research.
Тези доповідей конференцій з теми "Motivation research (Marketing)":
1
Beke, Judit, Marietta Balázsné Lendvai, and Ildikó Kovács. "Young Consumers’ Product Perception and Consumer Motivation Towards Buying Local Products." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.s.p.2021.85.
Анотація:
An important aspect of sustainable food consumption is the consumption of local food. The concept of local food is often linked to sustainability which is gaining importance in the marketing communication of food brands since it fits in with the conscious consumption intentions of young people. In addition to studying the nature and consumer perception of local products, the study explores consumer motivations of young consumers aged 18-25 using qualitative focus group research method. Based on the results, the products that young consumers are willing and motivated to buy can be identified, and the most important trigger words can also be selected. Qualitative research methods were used to identify the most significant consumer motivation elements among young consumers.
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Tasevska, Gordana, and Dijana Ivanovska Przo. "FORMAL AND NON-FORMAL EDUCATION IMPACT ON DEVELOPING MARKETING MANAGER COMPETENCE IN THE DIGITAL AGE." In Sixth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/limen.2020.279.
Анотація:
Digital marketing enables companies to be virtual, in relation to customers. Modern working conditions require skillful and knowledgeable digital managers, developed competence, as well as great motivation for lifelong learning. Digital marketing managers collect potential customers’ data, conduct online research and direct development, implementation and management of online campaigns that promote a particular company and its products or services. This paper will give a deep insight into the competence of digital managers as a result of an acquired degree in this field or as a result of additional courses, training and online activities of a determined person. The combination of both alternatives is a third option that contributes to the goal of the scientific proof in the paper.
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Škravan, Antonia, Lorena Bašan, Jelena Kapeš, Ivana Prižmić, and Marino Franulović. "MOTIVATION-BASED IDENTITY OF ISLAND DESTINATIONS AND TOURIST SATISFACTION: THE CASE OF CROATIA." In Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. http://dx.doi.org/10.20867/tosee.06.50.
Анотація:
Purpose – This study focuses on common identity attributes of Croatian island destinations based on pull travel motivators. Its main purpose is to determine the significance of the gaps between the importance and performance of these attributes, as well as to examine their influence on overall satisfaction and destination brand loyalty. Methodology – The survey was conducted in Croatia in 2020, using two interrelated questionnaires designed for two target groups, domestic tourists and Destination Marketing Organization (DMO) managers. A total of 116 valid questionnaires were collected from tourists and 6, from the DMOs of all coastal counties. Importance-performance analysis (IPA) was applied, followed by a paired sample t-test and simple linear regression analysis. Findings – The IPA results show a negative and statistically significant difference between the importance and performance of natural and cultural attributes, making them the key points of future interest for DMO managers. The regression analysis results show a statistically significant and positive influence of all island destination attributes on overall satisfaction, and the significant positive influence of satisfaction on destination brand loyalty. Contribution – The research provides evidence on satisfaction and loyalty concerning the main motivation-based identity attributes of island destinations. The results can help DMO managers to reallocate marketing efforts from low- to high-impact areas to achieve satisfaction and brand loyalty. The findings can also help reinforce the collaborative marketing activities of Croatian island destinations based on common identity attributes.
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Farel, Romain, and Alborz Bekhradi. "Energy Efficiency of Industrial Systems: A Design Research Perspective." In ASME 2014 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2014. http://dx.doi.org/10.1115/detc2014-35056.
Анотація:
Beyond the usual energy efficiency of buildings, industrial energy efficiency involves major politico-economical and environmental challenges, among which the emergence of eco-industrial parks and symbioses. Solving these challenges require reliable methodologies and tools. Having interviewed some major industrial energy stakeholders, it appeared that despite of their motivation, energy efficiency projects were not really successful because of the difficulty in identifying adequate simulation methodologies and/or tools. Moreover, in spite of multiple research projects in industrial energy efficiency, it seems that previous research works do not sufficiently support a systematic and integration view. In this paper, we propose a critical review and a categorization of energy efficiency research methodologies and tools. The analysis of these solutions results in the building of an inventory of more than 50 modeling and simulation software tools. Furthermore, a positing matrix is designed in order to map energy efficiency solutions according to identified granularity levels of industrial systems as well as their marketing maturity level.
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Bormane, Santa. "The role of integrated marketing communication for ustainable development in food production." In 22nd International Scientific Conference. “Economic Science for Rural Development 2021”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2021. http://dx.doi.org/10.22616/esrd.2021.55.008.
Анотація:
The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.
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Stadler, Sebastian. "Potential Usages of Virtual Reality in Design Research and Practice – A Review." In 4th International Conference. Business Meets Technology. València: Editorial Universitat Politècnica de València, 2022. http://dx.doi.org/10.4995/bmt2022.2022.15961.
Анотація:
Besides application fields such as entertainment and marketing, the technology of Virtual Reality is also applied in research and practice, including domains such as automotive, architecture, and construction. Furthermore, VR has been utilized for several activities in design practice and design research. However, the impact of this technology on design as a profession remains to be investigated. Thus, in the present study, an integrative literature review is presented to investigate the potential impact of Virtual Reality on design research and design practice. The findings indicate potential advantages on different levels. VR has the potential to enhance problem identification due to laboratorial environments and to foster co-creation due to enhanced motivation and the establishment of synergies between the involved stakeholders. Furthermore, it supports prototyping activities due to its capabilities for realistic scaling and perspectives. And lastly, VR has proven to be advantageous for design evaluations and reviews due to its visualization and immersion potential. Drawbacks of using VR for design research and practice involve technical limitations such as restricted field of view, limited performance, but also aspects such as missing accuracy for prototyping and the absence of haptic feedback. Future work will involve an extended review involving further literature and application domains.
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Markopoulos, Evangelos, Alexandro Vera Ramirez, Panagiotis Markopoulos, and Hannu Vanharanta. "Gamification in a Democratic Pro-Environmental Behaviour Model towards achieving effective ESG corporate strategies." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001512.
Анотація:
The climate crisis has received high levels of attention from the public and scholars over the last few decades. While the search for solutions involves strict regulations and innovation in clean energy sources, changing individual behaviours towards sustainability could prevent us from reaching a point of no return. Inarguably, there is a need for strong involvement of the public and private sector organizations, changing individual organizational behaviours towards sustainability might foster a great impact in terms of lowering the effects of the climate crisis. In this context, a democratic pro-environmental behaviour (DPEBs) is introduced to enable green behaviours with individual and voluntary actions within organizations that benefit the preservation and recovery of the environment. Recycling, efficient energy consumption, reduction of meat consumption and sustainable transportation are examples of actionable PEBs that need to be fostered to contribute to the reduction of the human impact on climate change.Nevertheless, the adoption of new behaviours is a complex goal that requires the application of mechanisms to address employee intrinsic and extrinsic democratic motivation. In this vein, gamification, as a process that enhances projects and service with affordances for gameful experiences., might provide a viable alternative. The purpose of this paper is to analyse the extent to which gamification is an effective alternative to promote the adoption of democratic pro-environmental behaviours and contribute to the creation of the relative organization culture. The accepted definition of gamification for this paper is the process of enhancing a service with affordances for gameful experiences in order to support user's overall value creation. This marketing perspective approach, has more focus on the effects obtained as a consequence of activating intrinsic and extrinsic motivation through the use of gamified systems rather than the analysis of the characteristics of the game design elements, and the incentives for its practical and actual adaptation and utilization within organizations.A systematic literature review was conducted in order to exclusively retrieve - after a thorough selection process - case studies that evaluated the psychological and behavioural effects of gamified information technology systems. Psychological outcomes are related to intrinsic motivation; in the case of gamification, positive outcomes are described by gameful experience. These, in turn, are categorized in this work according to the motivational need to which they correspond and their adaptation likeness in a corporate context. On the other hand, behavioural outcomes are related to extrinsic motivation; these are the desired pro-environmental behaviours promoted extrinsically with the use of the gamified application.Fifteen studies were analysed in detail, which overall provided positive results regarding gamification’s capability to engage users by appealing to intrinsic motivation and to effectively promote the adoption of extrinsically motivated PEBs. As a result the paper presents a methodological approach and a process model that integrates democratic organizational culture elements that utilize gamification to achieve employee pro-environmental behaviours that can benefit both the economy and the society. Furthermore the proposed model is linked with the ESG criteria as a further incentive for its organization adaptation from theory to practice. The paper also indicates limitations and areas of further research on the proposed model towards green ocean strategies that can maximize its applications and impact.
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Constantin, Valentinadaniela, and Roxanadenisa Stoenescu. "GAMIFICATION IN THE RECRUITMENT PROCESS: STUDYING ROMANIAN POTENTIAL EMPLOYEES' PERCEPTION." In eLSE 2015. Carol I National Defence University Publishing House, 2015. http://dx.doi.org/10.12753/2066-026x-15-098.
Анотація:
Games found a way to transcend traditional boundaries, penetrating other fields and offering new tools of achieving performance. Usually known as an informal notion which describes the use of video games characteristics for organizational purposes, gamification relies on user engagement and involvement in the process. Moreover, gamification reunites concepts regarding human - computer interaction, having as the main goal to achieve effectiveness for organizational purposes. In recent years, this notion has gained a significant importance especially among practitioners, who use certain game-play elements for different tasks, applications or other activities. Gamification can be used in many contexts, but business and marketing remain the most significant because these depend on motivation and engagement as drivers of a successful activity. The article examines the use of gamification with the purpose of recruiting employees, by conducting a quantitative research which targets Romanian potential employees, aged 18 to 35 years. The purpose is to illustrate the respondents' perception regarding the gamification of the recruitment process used by companies present on the Romanian market, since previous research has suggested positive consequences of gamified methods on potential job applicants. The study focuses upon highlighting the main aspects discovered by addressing relevant questions to the sample mentioned, the results being useful not only for the scientific literature, but also for companies, helping them to learn the positive and negative aspects of this method of recruitment, perceived by their future employees. Moreover, the findings reveal important information about Romanians' opinions, desires and expectations for the company they selected to work in and have a long term commitment with.
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Pamfilie, Rodica, Robert Bumbac, and Andreea Orindaru. "IS E-LEARNING A GENUINE SETTING CHANGER FOR THE EDUCATION FIELD?" In eLSE 2014. Editura Universitatii Nationale de Aparare "Carol I", 2014. http://dx.doi.org/10.12753/2066-026x-14-112.
Анотація:
In these days, universities and other higher education institutions are encountering rising survival issues as a result of increased competitors' pressure. When associating this operating background to the increased tuition fees that students have to pay nowadays, higher education providers are constantly searching for various ways of expanding their customer base outside their campus. On the other hand, given the profound economic crisis that leads to a high need for cost reduction, companies are investigating new and innovative ways to tackle with their employees' training cost. For both higher education institutions and companies, e-learning seems to be the pertinent solution. Even though there is an extensive interest in the e-learning topic within the literature in both academic and professional settings, most of these papers are mainly focused on its benefits and advantages, defining e-learning as a true education revolution, with very few reference to its shortcomings. The current paper is developing a critic review of academic and professional paperwork on the e-learning topic with the purpose of identifying what challenges is facing the e-learning system development. The research conducted led to common, but also surprising and rather hidden conclusions: e-learning is truly expanding faster and wider than ever before in terms of offering, students and people around the world are enrolling in more and more e-learning courses, but interestingly enough e-learning courses graduation rate is very low as many students fail to actually go through the entire course. The practical implications of these findings suggest that higher and better effort should be made so as to define e-learning as a real education setting changer. Among recommended approach strategies to solve these problems, we include marketing strategies aimed at e-learning education so as to raise awareness among students and to boost motivation, but also development and usage of innovation as means to enhance the student community and extend users' interaction with the eventual scope of creating strong and powerful student communities.
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Barreto Fernandes, Francisco António, and Bernabé Hernandis Ortuño. "Usability and User-Centered Design - User Evaluation Experience in Self-Checkout Technologies." In Systems & Design 2017. Valencia: Universitat Politècnica València, 2017. http://dx.doi.org/10.4995/sd2017.2017.6634.
Анотація:
The increasing advance of the new technologies applied in the retail market, make it common to sell products without the personal contact between seller and buyer, being the registration and payment of the products made in electronic equipment of self-checkout. The large-scale use of these devices forces the consumer to participate in the service process, which was previously done through interaction with the company's employees. The user of the self-checkout system thus performs all the steps of the purchase, from weighing the products, registering them and making the payment. This is seen as a partial employee, whose participation or performance in providing services can be used by the company to improve the quality of its operations (KELLEY, et al 1993). However this participation does not always satisfy the user, and may cause negative experiences related to usability failures. This article presents the results of the evaluation by the users of the self-checkout system. The data were collected in Portugal through a questionnaire to 400 users. The study analyzes the degree of satisfaction regarding the quality and usability of the system, the degree of motivation for its adoption, as well as the profile of the users. Analysis of the sample data reveals that users have basic or higher education and use new technologies very often. They also have a high domain of the system and an easy learning of its use. The reason for using self-checkout instead of the traditional checkout is mainly due to "queues at checkout with operator" and "at the small volume of products". In general, the sample reveals a high degree of satisfaction with the service and with quality, however, in comparative terms, self-checkout is not considered better than operator checkout. The evaluation of the interaction with the self-checkout was classified according to twenty-six attributes of the system. The analysis identifies five groups with similar characteristics, of which two have low scores. "Cancellation of registered articles", "search for articles without a bar code", "manual registration", "bagging area", "error messages", "weight sensor" and “invoice request "are seven critical attributes of the system. The results indicate that the usability analysis oriented to the self-checkout service can be determinant for the user-system interaction. The implications of empirical findings are discussed together with guidelines for future research.Keywords: Interaction Design, Self service, Self-checkout, User evaluation, UsabilityReferencias ABRAHÃO, J., et al (2013). Ergonomia e Usabilidade. 1ª Edição. São Paulo: Blucher. ALEXANDRE, J. W. C., et al (2013). Análise do número de categorias da escala de Likert aplicada à gestão pela qualidade total através da teoria da resposta ao item. In: XXIII Encontro Nacional de Engenharia de Produção, Ouro Preto. BOOTH, P. (2014). An Introduction to Human-Computer Interaction (Psychology Revivals). London Taylor and Francis. CASTRO, D., ATKINSON, R., EZELL, J., (2010). Embracing the Self-Service Economy, Information Technology and Innovation Foundation. Available at SSRN: http://dx.doi.org/10.2139/ssrn.1590982 CHANG, L.A. (1994). A psychometric evaluation of 4-point and 6-point Likert-type scale in relation to reliability and validity. Applied Psychological Measurement. v. 18, n. 2, p. 05-15. DABHOLKAR, P. A. (1996). Consumer Evaluations of New Technology-based Self-service Options: An Investigation of Alternative Models of Service Quality. International Journal of Research in Marketing, Vol. 13, pp. 29-51. DABHOLKAR, P. A., BAGOZZI, R. P. (2002). An Attitudinal Model of Technology-based Selfservice: Moderating Effects of Consumer Traits and Situational Factors. Journal of the Academy of Marketing Science, Vol. 30 (3), pp. 184-201. DABHOLKAR, P. A., BOBBITT, L. M. & LEE, E. (2003). Understanding Consumer Motivation and Behavior related to Self-scanning in Retailing. International Journal of Service Industry Management, Vol. 14 (1), pp. 59-95. DIX, A. et al (2004). Human-Computer Interaction. Third edition. Pearson/Prentice-Hall. New York. FERNANDES, F. et al, (2015). Do Ensaio à Investigação – Textos Breves Sobre a Investigação, Bernabé Hernandis, Carmen Lloret e Francisco Sanmartín (Editores), Oficina de Acción Internacional - Universidade Politécnica de Valência Edições ESAD.cr/IPL, Leiria. HELANDER, M., LANDAUER, T., PRABHU, P. (1997). Handbook of Human – Computer Interaction. North–Holland: Elsevier. KALLWEIT, K., SPREER, P. & TOPOROWSKI, W. (2014). Why do Customers use Self-service Information Technologies in Retail? The Mediating Effect of Perceived Service Quality. Journal of Retailing and Consumer Services, Vol. 21, pp. 268-276. KELLEY SW, HOFFMAN KD, DAVIS MA. (1993). A typology of retail failures and recoveries. J Retailing. 69(4):429 – 52.