• 한국멀티미디어학회논문지
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• 제25권7호
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• pp.973-982
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• 2022

As a new marketing tool, gamification design has been used in marketing practice by e-commerce platforms, aiming to motivate consumers to participate. Based on this, by sorting out relevant domestic and foreign literature, analysis of actual business cases, in-depth interviews with users, experiments and data analysis, this study extracts and describes in detail the elements of the e-commerce platform gamification incentive mechanism. Draw conclusions through research: (1) The incentive mechanism of gamification design of e-commerce platform contains four main dimensions : The richness of symbols, The fun of gamification, The contagiousness of Social and The seduction of achievement. (2) The four elements are closely related, and these can work on a system at the same time and have significant mutual effects. (3) Achievement and fun can bring intrinsic motivation to consumers, while sociability and symbols can bring external motivation to consumers and promote internal motivation through external motivation. (4) The seduction of achievement and the richness of symbol are most closely related.

• 문화기술의 융합
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• 제5권3호
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• pp.1-8
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• 2019

이 연구에서는 간호대학생의 작업선호도에 따른 집단을 내외적 동기 수준에 따라 4개 집단으로 구분하고 집단의 차이에 따른 창의적 리더십, 자아효능감의 차이를 확인하고자 하였다. 주요 연구결과는 다음과 같다. 첫째, 작업선호도 정도에 따른 내외적 동기 수준이 다른 4개 집단(상상, 상하, 하상, 하하)은 창의적 리더십에서 유의한 차이를 나타냈다(p<.01). 창의적 리더십이 가장 높은 그룹은 내적동기와 외적동기가 모두 높은 집단이었으며, 가장 낮은 그룹은 내적동기와 외적동기가 모두 낮은 집단이었다. 둘째, 작업선호도 유형에 따른 자아효능감의 차이를 분석한 결과 자아효능감 총점에서 내외적 동기의 수준에 따라 유의한 차이가 나타났다(p<.05). 이 결과는 Amabile가 연구한대로 창의성이 양극적 구조를 가지고 있음을 나타내며, 외적 동기가 창의성 발현에 시너지적 역할을 할 수 있음을 나타내고 있다.

• 한국콘텐츠학회논문지
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• 제15권11호
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• pp.534-549
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• 2015

본 연구는 2014 오송 국제바이오 산업엑스포에 참여한 자원봉사자를 대상으로 하여 자원봉사자의 참여동기와 참여만족, 교육훈련이 참여동기와 참여만족 간에 조절효과가 있는지를 분석하여 향후 개최될 메가이벤트를 성공적으로 치러낼 수 있는 시사점을 제공하는 것이 본 연구의 목적이다. 연구결과 첫째, 참여동기 중 내적보상은 자원봉사 참여만족 6개 구성요인에 모두 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 참여동기 중 외적보상은 자원봉사 참여만족 중 자기성장만족과 교류만족을 제외한 4개 구성요인에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 내적보상과 행사업무만족 간에 교육훈련이 조절역할을 하는 것으로 나타났다. 넷째, 외적보상과 교류만족 간에 교육훈련이 조절역할을 하는 것으로 나타났다.

• 가정과삶의질연구
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• 제24권1호
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• pp.71-82
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• 2006

The purpose of this study was to develop a standardized scale to measure consumers' motivation to purchase based on a self-determination theory. A preliminary 27-item scale was developed through literature review, diary analysis, and FGI. A questionnaire survey was conducted among 1,000consumers on internet using the preliminary scale. Then a series of tests, such as test-retest, item analysis, item-to-total correlation, Cronbach's reliability coefficient, and factor analysis, were conducted using the survey data. The final scale with21 items was constructed in the end. The Purchase Motivation Scale for Consumers consisted of five factors: (1) external motivation, (2) introjected motivation, (3) identified motivation I: self-respect, (4) identified motivation II: pursuit of harmony, and (5) internal motivation.

• Journal of the Korean Data and Information Science Society
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• 제23권1호
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• pp.179-190
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• 2012

본 연구는 배드민턴 지도자와 선수의 관계적 특성을 근거로 배드민턴 선수들의 임파워먼트와 스포츠 동기에 대하여 선수들이 인지하고 있는 지도자-선수관계의 기여도를 규명하기 위해 연구를 진행하였다. 이러한 연구목적에 따른 연구결과 첫째, 배드민턴 지도자-선수관계는 배드민턴 선수의 임파워먼트의 형성에 정적영향을 미치는 것으로 나타났다. 둘째, 배드민턴 지도자-선수관계는 배드민턴 선수의 스포츠 동기 중 내적동기와 외적동기에 정적영향을 미치는 것으로 나타난 반면 무동기에는 영향을 미치지 않는 것으로 나타났다. 셋째, 배드민턴 선수의 임파워먼트는 스포츠 동기의 내적동기와 외적동기에 정적영향을 미치는 것으로 나타났으며 무동기에는 영향을 미치지 않는 것으로 나타났다.

• 한국의류학회지
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• 제45권1호
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• pp.73-93
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• 2021

This study typifies fashion mobile plays in a digital environment and explores the experiential value created by them through a case study of a fashion brand mobile app. For the case analysis, mobile plays were divided into four types: intrinsic motivation/active participation, intrinsic motivation/passive participation, external motivation/active participation, and external motivation/passive participation, depending on the mobile players motivation and level of participation. Among the global fashion brand mobile apps released from 2009 to 2019, 16 cases suitable for the analytical framework were used for final analyses. The main results are as follows. First, mobile play value include characteristics such as networkability, immersion, hyper-spatiality, and super-temporality in addition to the attributes of a traditional play such as spontaneity, uncertainty, regularity, and playfulness. Second, the four types of mobile play provide participants with an experiential value such as creative value, emotional value, social value, and exploitative value. This study has academic implications in terms of introducing a new framework that can typify mobile plays and suggest practical implications for what experiential value fashion companies can give consumers through mobile app marketing.

• 중소기업연구
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• 제41권3호
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• pp.23-47
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• 2019

본 연구는 중소기업 맥락에서 개인-환경적합성과 효과성 변수 간의 관계, 자발성에 기반한 직무동기가 어떤 의미가 있는지 알아보고자 했다. 첫째, POF, PJF(욕구), PJF(능력) 등 세가지 유형의 개인-환경적합성이 효과성변수인 과업성과와 이직의도에 미치는 영향이다. 둘째, 개인-환경적합성이 직무동기에 미치는 영향이다. 셋째, 개인-환경적합성과 효과성 변수 간의 관계에서의 직무동기의 매개 역할 규명이다. 이를 위해 중소기업에 종사자를 대상으로 자료를 수집하였고, 211명의 자료를 통해 검증하였다. 가설 검증 결과 첫째, PJF(능력)은 과업성과와 이직의도에 유의미한 영향을, POF와 PJF(욕구)는 이직의도에 유의미한 영향을 미쳤다. 둘째, PJF(욕구)와 PJF(능력)은 내재적동기에 정(+)의 영향을 미쳤고, PJF(능력)은 외적동기와 동일시동기에도 유의미한 영향을 미쳤다. 셋째, POF, PJF(욕구), PJF(능력) 모두 과업성과와의 관계에서 모두 내재적동기가 매개역할을 하였다. 또한, PJF(능력)과 과업성과와의 관계는 외적동기에 의해서도 매개됨을 확인하였다. 이상의 연구결과를 기반으로 연구의 시사점과 향후 연구과제 등을 제시하였다.

• 영어어문교육
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• 제17권2호
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• pp.93-114
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• 2011

The aim of this study is twofold. First, this study aimed to explore how Korean university students' English learning motivation is related to their English listening proficiency and study time. Second, it attempted to interpret the English learning motivation linking the two different motivation theories: self-determination theory and L2 motivational self system. The constructs of the students' L2 learning motivation were investigated with the data obtained through the questionnaire from 122 sophomore students. A factor analysis was conducted to extract the major factors of motivation. As a result, 6 factors were extracted: Intrinsic Pleasure, Identified Value Regulation, Intrinsic Accomplishment, Introjected Regulation, External Regulation, and Identified Regulation. The Interrelatedness among the assessment results on the L2 listening proficiency (pre and post test), listening study time, and motivation factors was measured by correlation coefficients. The statistical results indicated that pre-test scores were significantly related to Identified Regulation and Identified Value Regulation toward English learning, and post-test results had significant correlation with Intrinsic Accomplishment and Identified Regulation. However, no motivation subtypes showed statistical association with the students' listening study time. The results were attempted to be interpreted both under L2 motivational self system and self-determination framework to better illuminate the motivation theory with more explanatory power.

• 아동학회지
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• 제27권2호
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• pp.55-69
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• 2006

This study investigated relationship between preservice kindergarten teachers' cognitive strategies and self-determination motivation types. Cognitive strategies were measured by 3 variables surface, deep, and metacognitive strategies; motivation for self-determination was measured by 7 variables; intrinsic motivation(IM) to know, IM to accomplish, IM to experience stimulation, external regulation, introjected regulation, identified regulation, and amotivation. The Motivated Strategies for Learning Questionnaire(Pintirch & DeGroot, 1990) and the Academic Motivation Scale(Vallerand et al., 1992, 1993) were administered to 82 subjects. Data were analyzed by Pearson's correlation, multiple regression analysis, and canonical correlation analysis. Finding were a positive correlation between IM to know and IM to accomplish. IM to accomplish positively predicted surface, deep, and metacognitive strategies, and identified regulation positively predicted deep cognitive strategy. Amotivation negatively predicted deep and metacognitive strategies.

• 경영과정보연구
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• 제20권
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• pp.115-135
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• 2007

This study explored how intrinsic and extrinsic motivation relates to achieving creativity at project work. We were interested in differences in how motivational factors relate to creativity. Using data from the 98 engineers and researchers employed by a variety of companies, principal components factor analysis with marimax rotation was performed on the data. We examined effects of the moderate variables the intrinsic and extrinsic motivation and creativity relationship. The results indicate of positive mental involvement, the time and the resource constraints relates positively to creativity in organizations and that the relationship is a simple linear one. These outcomes are significantly related to intrinsic motivation and the creativity. In additions, extrinsic motivation is related to less the creativity. Our survey findings are also consistent with other sources of knowledge on the topic. Our results suggest that there are two different role: mental involvement, time and resources constraints, both of which predict creativity, and external control and extrinsic motivations reduce to creativity.