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How motivation can be explained by consumer engagement: A quantitative study on how consumer engagement affects motivation to rank and review in an online context
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: Explain how consumer engagement affects consumers motivation to rank and review on price-comparison sites.

Hypotheses raised:H1 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to rank products online.H2 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to review products online.H3 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to rank products online.H4 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to review products online.H5 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to rank products online.H6 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to review products online.

Methodology: Cross-sectional social survey design with a self-completion questionnaire.

Conclusion: Based on this research all hypothesis tied to each individual dimension has been accepted, thus it can be concluded that consumer engagement does have a positive relationship with consumer’s motivation to engage online.

Place, publisher, year, edition, pages
2015. , 87 p.
Keyword [en]
Consumer engagement, motivation, price-comparison sites, online contribution, rank, review
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-45843OAI: oai:DiVA.org:lnu-45843DiVA: diva2:848057
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-08-24 Created: 2015-08-23 Last updated: 2015-08-24Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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