ASIA unversity:Item 310904400/12799
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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/12799


    Title: Examining The Adoption Intention In Creative Industry: An Intrinsic And Extrinsic Motivation Theory Perspective
    Authors: Chien, Baisheng
    Contributors: Chin, Yangchieh
    Department of International Business
    Keywords: creative industry;intrinsic motivation;extrinsic motivation;decision making trial and evaluation laboratory method
    Date: 2012
    Issue Date: 2012-11-18 09:44:03 (UTC+0)
    Publisher: Asia University
    Abstract: Modern times have seen dramatic growth worldwide of industries based on creativity. The body of research into creative product consumption, however, remains fragmentary and scant. This study aims to address this knowledge gap by investigating the effects of intrinsic and extrinsic motivation on adoption intention for creative products. The objective is to help management in industries based on creativity to comprehend and anticipate the psychological needs of their customers. A Decision Making Trial and Evaluation Laboratory (DEMATEL) method is utilized to clarify how intrinsic and extrinsic forms of motivation are interrelated, and to determine and understand which elements are the most important in influencing consumers to acquire a creativity-based product. Moreover, this research will include the construction of a network relation map (NRM) among criteria employed by the DEMATEL technique to help us clearly understand the influences acting between each criterion. The results reveal that extrinsic motivation is the main factor influencing consumers in their adoption of creativity products. We also found that wealth, fame, image and self-direct pleasure are criteria that effect consumer adoption intention. Some practical and research implications are also offered in conclusion.
    Appears in Collections:[Department of International Business] Theses & dissertations

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