• Asia Marketing Journal
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• v.19 no.3
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• pp.45-74
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• 2017

The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers' promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of risk-taking attitude, their participation intention shows no significant difference between the two motivation type groups, under both certain and uncertain reward conditions. With an understanding of how consumer's response heterogeneously to promotions involving rewards, marketers can better understand not only how to use this promotional tactic more effectively, but also how to better allocate their budget for promotions.

• Journal of Distribution Science
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• v.15 no.9
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• pp.27-36
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• 2017

Purpose - In this study, the author investigates which shopping motivations affect regulatory focus differently. This study also determines the effect of shopping motivation on regulatory focus when consumers use different shopping channels. Additionally, the author tries to investigate how information quality affects regulatory focus. Similarly, this study also examines the effect of the shopping channel on the relationship between information quality and regulatory focus. Research design, data, and methodology - With 635 surveyed questionnaires, this study was conducted by SPSS and AMOS 22.0 version. SEM was used to verity hypotheses and model. Results - According to this research, hedonic shopping motivation affects promotion focus positively and prevention focus negatively. Furthermore, when consumers use a mobile channel rather than an online one, hedonic shopping motivation affects prevention focus more negatively. However, depending on the shopping channel, there are no significant differences in the case of the relationship between hedonic motivation and promotion focus. The author also examines how information quality affects regulatory focus. In particular, when consumers use a mobile channel rather than an online one, information quality affects promotion and prevention focus more positively. Conclusions - Through this study, the author suggests that shopping motivation and information quality could influence consumers' regulatory focus, shopping attitude, and intention.

• Knowledge Management Research
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• v.17 no.3
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• pp.137-159
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• 2016

Although prior studies suggest that transformational leadership and servant leadership fuel followers' creativity, there is a few study on leadership style and followers' personality interaction. Based on regulatory focus theory, this study believe that interaction impacts of leadership styles and followers' regulatory focus differed in promotion focus and prevention focus employees' creativity. To strengthen causal process and rule out alternative results, this study conducted an experimental study using field employees. Participant were randomly assigned to four conditions (transformational leadership ${\times}$ promotion focus), (transformational leadership ${\times}$ prevention focus), (servant leadership ${\times}$ promotion focus), (servant leadership ${\times}$ prevention focus). The major results of this study suggest that (1) transformational leadership was positively related to promotion focus followers' intrinsic motivation and creativity, and was negatively related to prevention focus followers' intrinsic motivation and creativity. (2) Servant leadership, on the other hand, was positively related to promotion focus and prevention focus followers' motivation and creativity. (3) Intrinsic motivation mediated the relationship between interaction effects of leadership style and follower's regulatory focus style and individual creativity. The results of this study demonstrated a remarkable differential impact based on a simple manipulation inducing feeling or thinking of a responsive situation. This research, measuring interaction impact of leadership and followers' regulatory focus in an experimental context, expands the leadership style and regulatory focus literature and provides future directions on leadership role in personality-related research domains.

• International Journal of Advanced Culture Technology
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• v.10 no.3
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• pp.244-252
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• 2022

In order to find out the factors influencing students' willingness to continue exercise and increase their willingness to continue exercise, I conducted an investigation on Chinese college students' motivation to exercise and to improve their healthy lifestyle. Through a questionnaire survey of 312 Chinese university students, the motivation of sports participation, the promotion of healthy lifestyle and the willingness to continue exercise were measured. The questionnaire data were collected from November 2021 to January 2022. The questionnaires were collected and processed by SPSS, and the analysis methods were frequency analysis, reliability analysis and linear regression analysis. The results show that there is a significant relationship between the motivation of exercise and the healthy lifestyle of Chinese college students and the persistence intention, and the limitations of this study and suggestions for future research are discussed.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.559-570
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• 2021

This study examined the dual mediating effects of drinking motivation and drinking level between alcohol advertising, alcohol sale promotion marketing exposures, and alcohol-related harms. The survey has been conducted on 2,000 adult men and women aged 20 to 70 years, recruited by an online survey. As a result, it is found that alcohol advertising, alcohol sale promotion marketing exposures, drinking motivation, drinking level, alcohol-related harms appeared more in men than in women. In addition, alcohol advertising, alcohol sale promotion marketing exposures have positive effects on alcohol-related harms. Also, drinking motivation and drinking level partially mediate the effects of alcohol advertising, alcohol sale promotions marketing exposure, and alcohol-related harms. In order to prevent alcohol-related harms, a social environment that causes alcohol-related harms should be tightened regulations about alcohol advertising, alcohol sale promotion marketing exposures. Based on these results, this study discusses that needs the intervention not only personal perception but also social environment and regulations about alcohol advertising, alcohol sale promotion marketing.

• Journal of Distribution Science
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• v.16 no.9
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• pp.65-77
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• 2018

Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.705-715
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• 2021

This study examines the simultaneous impact of gender and administrative post on the research motivation of university lecturers. There are 475 selected questionnaires that are qualified for data processing and the collected data are analyzed by two-way analysis of variance (ANOVA). The results show the relationship between administration involvement and scientific research of lecturers. In general, lecturers with administrative post have higher research motivation than lecturers without administrative post. More specifically, the level of administrative post has positive correlation with research motivation of female lecturers, but has negative correlation of male lecturers. It means that a female lecturer with higher administrative post also has more motivation to conduct research. Conversely, the higher administrative post a male lecturer has, the less research motivation he is. The cause of this difference is the pressure of earning money on Asian men, including Vietnamese men, who are considered to be main breadwinners of their family. When having an administration post, the more chances male lecturers have to earn money, the less time they can spend for scientific research. This suggests that the solution for managers is to perform annual assessment, fulfill promotion process, build up motivation and reward system, and establish recruitment and promotion policies.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.399-408
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• 2022

This paper aims to evaluate the effects of Critical work factors on Work Motivation and Job Satisfaction of young Vietnamese employees. The four most essential work aspects were consisting of the Work environment, Employee empowerment, Salary, and Promotion opportunities. To empirically evaluate the proposed research model, the authors assemble data through conducting questionnaire interviews with young employees working in Vietnamese firms. A sample of 216 respondents was constructed using the PLS-SEM program to highlight the testing of thirteen hypotheses. The testing results indicate that four Critical work factors positively impact the job motivation of young employees, especially two factors as Salary and Promotion opportunities. Surprisingly, the hypothesis regarding the positive direct relationship between Promotion opportunities and Job satisfaction is not supported. Meanwhile, the rest influence factors have a significant connection with the Vietnamese worker's job satisfaction. The mediation role of Work motivation was also tested by examining the indirect positive relationship between four Critical work factors and Job satisfaction. This paper is the first study that focuses on young employees; hence, these research findings provide Vietnamese human resource managers some suggestions for reference, which can be considered the dynamic factors on the young Vietnamese employees.

• International Journal of Advanced Culture Technology
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• v.7 no.2
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• pp.103-112
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• 2019

Online self-disclosure was hypothesized as a mediating variable, explaining the relationship between Facebook access motivation (relationship expansion, curiosity about others' life, maintenance of social connection, social pressure from others, habitual use, impression management, searching for information, and content sharing) and Facebook addiction. Data came from 407 high school students in the Busan, and Gyeongnam provinces. Structural analysis was used to specify the relations among measured construct. Facebook access motivation of curiosity about others' life, Facebook access motivation of maintenance of social connection, Facebook access motivation of social pressure from others, Facebook access motivation of habitual use, and Facebook access motivation of impression management were significant predictors of Facebook addiction. Online self-disclosure mediates between Facebook access motivation of curiosity about others' life, Facebook access motivation of social pressure from others, Facebook access motivation of searching for information & Facebook access motivation of content sharing and Facebook addiction. Viewing online self-disclosure as a mediator has important implications for social media addiction counseling practice.

• Korean Journal of School Psychology
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• v.17 no.3
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• pp.287-306
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• 2020

The purpose of this study was to investigate the effect of motivation promotion on task performance. Unlike most previous studies that have used survey methods, this study examined the effects of motivation promotion on arithmetic and linguistic task performances under experimental conditions. Effort-inducing instructions and positive feedbacks were used to promote participants' motivation. Experiments 1 and 2 examined the effect of effort-inducing instructions and positive feedback on participants' autonomous selection of task difficulty when performing arithmetic and linguistic tasks. The results of the both experiments showed that the experimental group which received effort-inducing instructions and positive feedback chose more difficult task than the control group did. Experiment 3 examined whether motivation promotion enhances task performance and task persistence. The experimental group was more accurate and persistent than the control group. The results of the current study offer experimental evidence suggesting that activating intrinsic motivation through motivation promotion improves attitudes toward tasks and task performance.