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عنوان فارسی مقاله:
مقیاس انگیزه مصرف کننده: توسعه یک اندازه گیری چند بعدی و حساس به اهداف مصرفی
عنوان انگلیسی مقاله:
The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Domain of the construct: the three master goals and their potential sub-goals
In the goal-framework developed by Lindenberg and Steg (2007), three higher-order “master goals” have been identified and described in detail. These are the gain goal (“to guard or improve one's resources”; Lindenberg & Steg, 2007, p. 119), the hedonic goal (“to feel better right now”; Lindenberg & Steg, 2007, p. 119) and the normative goal (“to act appropriately”; Lindenberg & Steg, 2007, p. 119). Although shown to be highly influential in a variety of consumption contexts (Lindenberg & Steg, 2007), these goals are typically studied within separate fields of research; gain in rational choice theories (e.g. Schoemaker, 1982), hedonic in theories on emotions and mood (e.g. Babin, Darden & Griffin, 1994; Holbrook & Hirschman, 1982), and normative in research on moral norms (e.g. Kallgren, Reno, & Cialdini, 2000; Schwartz, 1977; Stern, 2000). In recent research by the authors of the present article, the dimensionality of the master goals was examined (Barbopoulos & Johansson, 2016). It was found that a distinction should not only be made between the higher-order master goals, but also between the sub-goals that link the master goals to means and behaviors. The gain goal can be represented by at least two distinct sub-goals, one dealing with frugality and the other with financial security, with unique relationships with consumer behaviors. Likewise, the normative goal can be represented by one sub-goal dealing with ideals and moral obligations, and another dealing with social status and fitting in. In the present article, we expand upon this research, as we set out to develop a coherent and integrative measure of multiple consumption goals, applicable to a variety of settings and products. To this end, the scale development follows a top-down approach, in which the highly influential master goals are used as a point of departure. Based on an in-depth review of the literature related to the three master goals, a preliminary structure consisting of nine potential sub-goals was identified. The structure of sub-goals was then explored, confirmed, and validated across three studies, the results of which is formalized as the Consumer Motivation Scale (CMS). 2.1. Gain The gain goal is associated with a sensitivity to changes in personal resources (Lindenberg & Steg, 2007). When the gain goal is active, consumers are sensitive to variations in cost and perceived value, while emotional, social, and ethical considerations are of lesser importance. The gain goal has been studied extensively within rational choice and expectancy-value theories (e.g. Schoemaker, 1982), where means are assumed to be evaluated and ranked according to their perceived value, based on what is received and what is given (Zeithaml, 1988). According to Lindenberg and Steg (2007), the gain goal may be comprised of sub-goals dealing with saving money, increasing returns or value, and dealing with threats to one's financial security. In the literature review, the authors of the present research found support for the notion that a distinction should be made between the sub-goal to save money and the sub-goal to increase value through returns (e.g. quality; see Sweeney & Soutar, 2001). Research has shown that as the price of an item goes up, consumers tend to perceive the item to be of higher quality (Dodds, Monroe, & Grewal, 1991). However, for price conscious consumers, the heightened cost may lower the perceived net value of the product. Thus, the assigned value depends on what one values more; a low price, or high quality. Furthermore, it may be argued that the quality of a product is in turn different from its functional value. Whereas the function of a product relates to what it does, quality relates to how well it does it (Sheth et al., 1991).
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کلمات کلیدی:
[PDF]seven dimensions of consumption - GUPEA - Göteborgs universitet https://gupea.ub.gu.se/bitstream/2077/52156/4/gupea_2077_52156_4.pdf by I Barbopoulos - 2017 The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals. Journal of Business Research, 76, ... Context-sensitive multidimensional resource ... - ACM Digital Library dl.acm.org/citation.cfm?id=1659197 by O Khriyenko - 2007 - Cited by 4 - Related articles Aug 9, 2007 - Context-sensitive multidimensional resource visualization .... and Current State of Development, In: InBCT Tekes Project Report, Chapter 3.1.3: ... Context Sensitive Health Informatics: Many Places, Many Users, Many ... https://books.google.com/books?isbn=1614995745 E.M. Borycki, A.W. Kushniruk, C.E. Kuziemsky - 2015 - Medical While sociotechnical frameworks have been developed to provide insight on HIT elements ... This paper addresses that need by developing a multi-dimensional ... Knowledge Partnering for Community Development https://books.google.com/books?isbn=1317686071 Robyn Eversole - 2014 - Political Science Multidimensional development approaches include integrated development, ... time and then use this time-sensitive, context-sensitive framework to inform more ... Developing context-sensitive livability indicators for transportation ... https://utah.pure.elsevier.com/.../developing-context-sensitive-livability-indicators-for... by HJ Miller - 2013 - Cited by 36 - Related articles Developing context-sensitive livability indicators for transportation planning: A ... However, livability and sustainability are complex, multidimensional concepts ... Context-sensitive Multidimensional Resource Visualization www.mit.jyu.fi/ai/papers/VIIP-2007.pdf by O Khriyenko - Cited by 4 - Related articles CONTEXT-SENSITIVE MULTIDIMENSIONAL RESOURCE VISUALIZATION ... current trends develop we expect to experience a future. Web which will be media ... Context Sensitive Decision Support Systems: IFIP TC8 https://books.google.com/books?isbn=0412837404 Dina Berkeley, International Federation for Information Processing - 1998 - Computers 2.3 Technology The Controlling system is developed with a multidimensional OLAP database in a client/server architecture. The historical source data come ... A Multi-Dimensional Framework for Context Based Design of Major ... contextsensitivesolutions.org › Publications › Article/Paper/Reports Apr 1, 2004 - New design standards have been developed for local (neighborhood) streets by some organizations and local agencies. At the same time, the ...
