Search results

1 – 10 of over 4000
Open Access
Article
Publication date: 14 August 2019

Maria Törhönen, Max Sjöblom, Lobna Hassan and Juho Hamari

The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private…

8973

Abstract

Purpose

The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour.

Design/methodology/approach

The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling.

Findings

The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.

Originality/value

This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 4 February 2014

Deborah Roberts, Mathew Hughes and Kia Kertbo

This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities

9107

Abstract

Purpose

This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical explanations as to why this might be the case.

Design/methodology/approach

Adopting an exploratory research design, the study consists of a series of online interviews with participants in the gaming and video games industry.

Findings

Motivations appear to differ across types of co-creation efforts. Innovating independently of the firm appears to be driven by egocentric motives; innovating as part of a community appears to be driven by altruistic motives; and innovating directly in collaboration with the firm appears to be driven by opportunity- (or goal-)related motives.

Practical implications

Understanding the factors that motivate consumers to engage in co-creation activities enables firms to strategically manage their co-creation relationships and innovation processes.

Originality/value

The study shows that although motivations diverge across types of co-creation activities, a set of common motivators exist that underpin engagement regardless of the form of co-creation. However, these overarching motivators differ in how they can be successfully used towards co-creation. The study draws on theories of extrinsic and intrinsic motivation, tension-reducing, self-efficacy and expectancy theories, to explain why differences persist. This enables researchers to consider how value might be optimised across varying forms of co-creation, and build better studies into the management and performance implications of consumer value co-creation.

Details

European Journal of Marketing, vol. 48 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 February 2020

Helena Elisabeth Liewendahl and Kristina Heinonen

Customer value creation is dependent on a firm’s capacity to fulfil its brand promises and value propositions. The purpose of this paper is to explore frontline employees’ (FLEs’…

2540

Abstract

Purpose

Customer value creation is dependent on a firm’s capacity to fulfil its brand promises and value propositions. The purpose of this paper is to explore frontline employees’ (FLEs’) motivation to align with value propositions.

Design/methodology/approach

The paper explores FLEs’ motivation to align with a firm’s value propositions as operationalised brand promises. A longitudinal, three-phase case study was conducted on a business-to-business company in the building and technical trade sector.

Findings

This study reveals factors that foster and weaken employees’ motivation to align with a firm’s brand promises and value propositions. The findings show that co-activity and authentic, practice-driven promises and value propositions foster FLEs’ motivation to uphold brand promises and value propositions, whereas an objectifying stance and power struggle weaken their motivation.

Practical implications

The study indicates that a bottom-up approach to strategising is needed and that FLE is to be engaged in traditional managerial domains, such as in developing value propositions. By creating space and agency for FLE in the strategising process, their motivation to align with value propositions is fostered. Four motivational modes are suggested to support bottom-up strategising.

Originality/value

The paper is unique in its focus on FLEs’ motivation. Developing value propositions traditionally falls within the domain of management strategising, while employees are ascribed the role of enactment. Contrary to the established norm, this paper highlights employees’ active role in strategising and developing value propositions.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 8 January 2024

Joseph Siu-Lung Kong, Ron Chi-Wai Kwok, Gabriel Chun-Hei Lai and Monica Law

Research on knowledge creation within eSports learning is scarce. This study extends the understanding of competition-oriented collaborative learning in eSports by examining the…

Abstract

Purpose

Research on knowledge creation within eSports learning is scarce. This study extends the understanding of competition-oriented collaborative learning in eSports by examining the relationship between the dynamics of knowledge creation modes and the continuum of the motivational profile, along with the moderating effects of mutualistic co-presence therein.

Design/methodology/approach

Participants were recruited from the community of massively multiplayer online gamers (MMOGs). Through a quantitative survey, their motivations (i.e. self-extrinsic, self-intrinsic, peer-extrinsic and peer-intrinsic motivations), knowledge creation involvements (i.e. internalization, externalization, combination and socialization) and perception of mutualistic benefit of self and peers were captured for hypothesis testing.

Findings

Significant and positive direct relationships were observed between four motivations and four knowledge creation modes. The mutualistic co-presence positively moderated the positive relationship between the self-extrinsic, peer-extrinsic and peer-intrinsic motivations and socialization. When mutualistic self-benefit were outweighed, peer-extrinsic motivated gamers became less likely to perform internalization, whereas self-extrinsic and peer-extrinsic motivated gamers were less likely to perform combination.

Originality/value

This study is among the first to rationalize the relationship between motivational profile and the dynamics of knowledge creation in eSports learning. The conceptualization of the new construct – mutualistic co-presence – using the ecological concept of symbiosis is uncommon in prior literature. The findings also demonstrate that the four modes of knowledge creation in eSports learning are continuous and interwoven; they can be initiated at any point and do not necessarily occur in a specific sequence.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 August 2016

Shu-Hao Chang, Wen-Hai Chih, Dah-Kwei Liou and Yu-Ting Yang

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase…

7450

Abstract

Purpose

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform.

Design/methodology/approach

This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model.

Findings

The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators between motivations/flow and perceived satisfaction/purchase intention.

Research limitations/implications

Both of intrinsic motivation and extrinsic motivation can reflect the cognitive and conscious plan of an individual for a particular task. The cognitive trust and perceived risk are partial mediator and full mediator in the model, respectively. Hedonic value, utilitarian value, security, privacy, and flow all affect the individual’s perceived satisfaction and purchase intention through cognitive trust and perceived risk in the context of online shopping. Cognitive trust is a full mediator of the effects of privacy on purchase intention. It indicates that consumers must fully trust the website to ensure that the information provided by consumers in the transaction will not spread out for the protection of personal privacy.

Practical implications

This study aimed to assist the marketing personnel of the EC industry to examine the key influential factors of consumers’ purchase satisfactions and purchase intentions. The results of this study indicated that cognitive trust is the foundation for gaining and retaining customers. The classification of consumer motivations facilitates the understanding of consumers’ demands and accurate interpretation of consumers’ needs. The main influential factor of cognitive trust is utilitarian value. Therefore, this study states that the primary intrinsic motivation of online shopping for most consumers is utilitarian value (e.g. saving time, the cost of searching for the appropriate products, and increasing purchasing efficiency).

Social implications

Websites should strengthen the quality and quantity of product information. In addition, websites should provide a dynamic presentation of the product by presenting in various forms (multimedia and text description) about product-related information in order to increase consumers’ hedonic value. For the aspects of security and privacy, websites should provide consumers with reliable safety features, such as secure socket layer or digital signature, smooth communication channel (specific phone services and e-mail address), and consumer’s privacy statements. Finally, web design should meet with the consumer experience model in order to make the website easy to use and order the purchase from the website directly. Websites should also increase the fluency and positive experience of consumers and improve the interaction of a website. Meanwhile, websites need to feedback the consumer problem instantly and provide customized information in order to increase the chance of interaction between the consumers and the website.

Originality/value

Relevant studies have explored online shopping from various perspectives, but few studies have examined consumers’ cognitive attitudes toward websites from the consumer motivation perspective. Thus, this study focussed on the influences of consumers’ intrinsic and extrinsic motivations (e.g. hedonic value, utilitarian value, security, and privacy) on their cognitive attitudes toward websites. In addition, with the rapid development of the internet in recent years, internet users’ online flow experiences have gained increased attention. The creation of attractive consumption conditions is vital for website managers to provide consumers with flow experiences. Therefore, this study included consumers’ flow in the proposed model.

Details

Information Technology & People, vol. 29 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 1 December 1997

Linda D. Peters

Seeks to address the challenge of aligning IT systems and their use with the arena of value creation in customer relationships . It begins by characterizing value in customer…

2435

Abstract

Seeks to address the challenge of aligning IT systems and their use with the arena of value creation in customer relationships . It begins by characterizing value in customer relationships as being viewed along two dimensions; that of potency and of time. The interaction of these dimensions, and the implications for enhancing value as a result of these interactions are discussed. The impact of information technology (IT) on acquiring and utilizing customer information in consumer markets, and the ways in which it may facilitate the influence of outside environments upon customer/firm relationships is also explored. In conclusion, as marketing activity and value creation becomes IT driven, managers will be required to integrate both product and market knowledge in a more dynamic environment where customer input is critical, in order to enhance value in customer relationships.

Details

Journal of Marketing Practice: Applied Marketing Science, vol. 3 no. 4
Type: Research Article
ISSN: 1355-2538

Keywords

Article
Publication date: 13 March 2017

Kofi Osei-Frimpong

The purpose of this paper is to deepen the understanding on patient participatory behaviours in co-creation of value drawing from the perspective of self-determination theory…

2219

Abstract

Purpose

The purpose of this paper is to deepen the understanding on patient participatory behaviours in co-creation of value drawing from the perspective of self-determination theory (SDT) focussing on motivation in particular.

Design/methodology/approach

A model is proposed to suggest the influence of the various motivation types on a patient’s participatory behaviours drawing from SDT. Following survey design approach, data collected from 345 outpatients from a quasi-government health facility in Accra, Ghana are examined through structural equation modelling using SmartPLS (v. 3.2.3).

Findings

The findings reveal that patient participatory behaviours are influenced by both controlled and autonomous regulations leading to value attainment. External regulation (a more controlled form of extrinsic motivation) and patient participation in clinical encounters have no significant relationship with a patient’s commitment to compliance with medical instructions. The results reveal patient compliance is largely driven by autonomous regulation as proposed by SDT. However, active patient participation in clinical encounters and commitment to compliance with medical instructions positively and significantly influences perceived value outcomes.

Research limitations/implications

This research provides empirical evidence in support of understanding patient participatory behaviours in healthcare service delivery by testing theoretically grounded hypotheses developed from SDT perspective. The study focussed on outpatients from one quasi-government health facility, which could limit the generalisation of the findings reported.

Practical implications

This study illustrates the need for service providers to understand participant’s needs and motivation during the service encounter. This is essential as the various types of motivation influence the nature of the participation throughout the process, which could help improve on the value outcomes from the service.

Originality/value

This study makes a significant contribution to service literature through the application of SDT to explain patient participatory behaviours in healthcare service delivery, production and value outcomes. From a theoretical perspective, the developed model integrates multiple research disciplines (e.g. SDT, participatory behaviours, and value co-creation) and extends research on patient integration, participation, and compliance.

Details

Journal of Service Theory and Practice, vol. 27 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 27 March 2024

Sara Osama Hassan Hosny and Gamal Sayed AbdelAziz

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR…

Abstract

Purpose

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.

Design/methodology/approach

A between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.

Findings

The most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.

Originality/value

Several studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

Details

Journal of Humanities and Applied Social Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2632-279X

Keywords

Article
Publication date: 4 January 2013

Thorsten Roser, Robert DeFillippi and Alain Samson

The purpose of this paper is to make a contribution to co‐creation theory by integrating conceptual insights from the management and marketing literatures that are both concerned…

6243

Abstract

Purpose

The purpose of this paper is to make a contribution to co‐creation theory by integrating conceptual insights from the management and marketing literatures that are both concerned with co‐creation phenomena. It aims to develop a reference model for comparing how different organizations organize and manage their co‐creation ventures. It also aims to apply the authors' framework to four distinct cases that illustrate the differences in co‐creation practice within different co‐creation environments.

Design/methodology/approach

The authors compare four different companies based on case profiles. Each company is employing its own distinct approach to co‐creating. The authors employ a method mix including literature analysis, structured interviews, document and web site analysis, as well as participation.

Findings

The reference model offers a set of useful dimensions for case‐based inquiry. The case comparisons show how firms may decide to systematise and manage a mix of co‐creation activities within B2B versus B2C contexts, utilising either crowd‐sourced or non‐crowd‐sourced approaches. Further, the case comparisons suggest that there are less differences in B2B versus B2C co‐creation as compared with crowd‐sourced versus non‐crowd‐sourced approaches. Ultimately, implementation decisions in one dimension of co‐creation design (e.g. whom to involve in co‐creation) will affect other dimensions of implementation and governance (e.g. how much intimacy) and thus how co‐creation needs to be managed.

Originality/value

The paper presents case comparisons utilising B2B versus B2C, as well as crowd versus non‐crowd‐sourcing examples of co‐creation and an original decision support framework for assessing and comparing co‐creation choices.

Article
Publication date: 6 December 2017

Anna Maija Vuorio, Kaisu Puumalainen and Katharina Fellnhofer

The role of entrepreneurship has changed to include issues beyond economic growth. This has turned attention toward the drivers of entrepreneurial intentions across…

11527

Abstract

Purpose

The role of entrepreneurship has changed to include issues beyond economic growth. This has turned attention toward the drivers of entrepreneurial intentions across entrepreneurship types, particularly in sustainable entrepreneurship. The purpose of this paper is to examine the drivers of entrepreneurial intentions in sustainable entrepreneurship. In particular, the paper aims to extend the existing intention models to include work values and attitudes toward sustainability, thereby bringing the model into the context of sustainable entrepreneurship.

Design/methodology/approach

Using a quantitative research design, data were collected in three European countries through anonymous questionnaires. The data consist of responses from 393 university students.

Findings

The results show that attitude toward sustainability and perceived entrepreneurial desirability enhance sustainability-oriented entrepreneurial intentions. Moreover, adding sustainability into the regression equation adds explanation power, hence suggesting that the theory of planned behavior needs to be adapted when applied to sustainable entrepreneurship. Attitudes toward sustainability are positively impacted by altruism, while perceived entrepreneurial desirability is driven by intrinsic and extrinsic rewards.

Research limitations/implications

The study focuses on one particular type of entrepreneurship and one particular age group.

Originality/value

The paper contributes to the entrepreneurship literature by applying the entrepreneurial intention model to sustainable entrepreneurship. The results imply that it may be the time to consider the variance in entrepreneurial opportunities in intention models as well as the need to address the conflict between work values. The results show that sustainability-oriented entrepreneurial intentions are driven by attitudes toward sustainability and perceived entrepreneurial desirability. These two attitudes are driven by altruism and extrinsic rewards, and, especially, extrinsic reward plays an opposite role in both drivers of sustainability-oriented entrepreneurial intentions.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 24 no. 2
Type: Research Article
ISSN: 1355-2554

Keywords

1 – 10 of over 4000