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Borgardt Elena
Motivation and Consumer Behaviour
Motywacje i zachowania konsumentów = Motivaciâ i povedenie potrebitelej
Konsumpcja i Rozwój, 2017, nr 4 (21), s. 5-22, bibliogr. 67 poz.
Słowa kluczowe
Zachowania konsumenta, Motywacje konsumpcyjne, Badania konsumenckie, Metody badań konsumenckich, Badania marketingowe
Consumer behaviour, Consumer motivation, Consumer research, Methods of consumer research, Marketing research
Klasyfikacja JEL: M30, M31, M37
summ., streszcz., rez.
Artykuł empiryczny stanowi próbę ukazania dominujących teorii motywacji i ich ewolucji w sferze badań konsumenckich. Podejścia właściwe dla głównego nurtu i postmodernistyczne podejścia do motywacji wraz z utrwalonymi i dopiero powstającymi metodami badania zachowań konsumentów ukazują stan współczesnych badań konsumenckich i pozwalają na dokumentowanie przyszłych szans. Ramy teoretyczne oparto na danych wtórnych (książki i artykuły) i włączono analizę paradygmatów motywacyjnych, jak również nowoczesnych oraz ponowoczesnych podejść, dotyczących zachowań konsumentów w celu wskazania luk koncepcyjnych i stworzenia możliwości badań w przyszłości. Do pozyskiwania i analizowania wyników przyszłych badań wybrano metodę badań danych typu mieszanego (połączenie analizy jakościowej i ilościowej) i metodę triangulacyjną (połączenie bezpośrednich wywiadów pogłębionych, techniki drabinowej i metody case study). Wyniki analizy wskazały możliwości przyszłych badań motywacji, w efekcie zaś - zachowań konsumenckich. Badanie motywacji wykazało, że teoria środków-celów (ang. means-end theory) oraz oparte na wartościach podejście do motywacji mogłyby być właściwym prognostykiem zachowań konsumentów, jeżeli zostaną uzupełnione elementami wejściowymi (percepcja, postawy, doświadczenie itp.), jak również innymi zmiennymi wpływającymi na zachowania konsumentów (wartości, emocje, doświadczenie itd.). Na podstawie wyników badań ustalono, że teoria środków - celów w pełnej skali posiada potencjał wnoszenia istotnego wkładu w badania konsumenckie, przewidywanie zachowań oraz rozwój pomyślnego pozycjonowania produktu i reklamy. (abstrakt oryginalny)

This empirical paper attempts to highlight the dominant theories of motivation and their evolution within the realm of consumer research. The mainstream and postmodern approaches to motivation along with well-established and emerging research methods of consumer behaviour contour the state of contemporary consumer research and provide evidence for future opportunities. The theoretical framework was based on the secondary data (books and articles) and included analysis of motivational paradigms as well as modern and postmodern consumer behaviour approaches to elicit conceptual gaps and generate opportunities for future research. The mixed data research method (combination of qualitative and quantitative analysis), as well as the triangulation method (combination of in-depth face-to-face interviews, laddering technique and case study approach), were selected for acquiring and analysing the future research results. The results of the analysis revealed opportunities for future research of motivation and as a result of consumer behaviour. By examining motivation, it was determined that the means-end theory and the value-based approach to motivation could be a successful predictor of consumer behaviour, if complemented with input elements (perception, attitudes, experience, etc.) as well as other variables influencing consumer behaviour (values, emotions, experience, etc.). Based on the findings, it was defined that a new full-scaled means-end theory has the potential for making a significant contribution to consumer research, prediction of behaviour as well as development of a successful product positioning and advertising. (original abstract)
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