Change search
ReferencesLink to record
Permanent link

Direct link
Motivation och Bostadsköp: Self Determination Theory ur ett konsumentperspektiv
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2011 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
What motivates consumers?  : Self Determination Theory from a consumer perspective (English)
Abstract [sv]

Studiens syfte: Vårt syfte är att med hjälp av en enkätundersökning och etablerade motivationsteorier ta reda på vad som motiverar konsumenter inför ett bostadsköp.

Metod: Vi har använt oss av en kvantitativ metod och informationen har samlats in med hjälp av en elektronisk enkätundersökning för att sedan kopplas till Self Determination Theory (SDT).

Resultat & slutsats: Resultatet analyserades med hjälp av statistikprogrammet SPSS. Faktoranalysen resulterade i 13 faktorer, vilket slutligen gav en bild av 6 olika typer av konsumenter som alla motiveras på olika sätt.

Förslag till fortsatt forskning: SDT skulle kunna användas på fler konsumentområden såsom upplevelser, resor eller för att ta reda på varför vi köper olika typer av varor.

Uppsatsens bidrag: Vårt examensarbete har bidragit med att identifiera de motiv som driver oss till bostadsköp. Studien har visat att SDT kan vara ett lämpligt verktyg för framtidens fastighetsmäklare och att resultatet kan vara användbart i fastighetsmäklarrollen. 

Abstract [en]

Aim of the study: The aim is to investigate consumers underlying motivation when they buy a house or a unit. This will be based on a survey and established theories of motivation such as Self Determination Theory.

Method: We have used a quantitative method and the information was gathered from an electronic survey.

Result & Conclusions: The statistical program SPSS was used to analyze the responses of the survey. To find the underlying correlations among the questions, we conducted a factor analysis. It resulted in 13 factors, which were narrowed down to 6 different types of consumers.

Suggestions for future research: SDT can be used in different fields of consumer behaviour such as tourism and travelling, or to find out why we buy different types of goods.

Contribution of the thesis: This thesis has contributed to the identification of the underlying motives behind buying a home. The study shows that SDT can be a suitable tool in marketing for future real estate agents.

Place, publisher, year, edition, pages
2011. , 57 p.
Keyword [en]
Self Determination Theory, GCOS, motivation, consumer behaviour, marketing, factor analysis
Keyword [sv]
Self Determination Theory, GCOS, motivation, bostadsköp, konsumentbeteende, marknadsföring, faktoranalys
Identifiers
URN: urn:nbn:se:hig:diva-8454Archive number: E3BA:DiVA8/2011OAI: oai:DiVA.org:hig-8454DiVA: diva2:397965
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-03-07 Created: 2011-02-16 Last updated: 2011-03-07Bibliographically approved

Open Access in DiVA

fulltext(2741 kB)570 downloads
File information
File name FULLTEXT01.pdfFile size 2741 kBChecksum SHA-512
ba76fce54cee943f1677fad37d3dd557db14aa0f369d4132edc2724963706a2868e878519b44eaadb6b76c2189473934b9d85cceebff89a3a7c93cbd51fcb655
Type fulltextMimetype application/pdf

By organisation
Department of Business and Economic Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 570 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 720 hits
ReferencesLink to record
Permanent link

Direct link