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Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park
Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park
Asia Marketing Journal
This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for …
소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen
소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen
Asia Marketing Journal
The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample …