Examining The Adoption Intention In Creative Industry: An Intrinsic And Extrinsic Motivation Theory Perspective

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題名:	Examining The Adoption Intention In Creative Industry: An Intrinsic And Extrinsic Motivation Theory Perspective
作者:	Chien, Baisheng
貢獻者:	Chin, Yangchieh Department of International Business
關鍵詞:	creative industry;intrinsic motivation;extrinsic motivation;decision making trial and evaluation laboratory method
日期:	2012
上傳時間:	2012-11-18 09:44:03 (UTC+0)
出版者:	Asia University
摘要:	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.
顯示於類別:	[國際企業學系] 博碩士論文

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