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消費者參與品牌體驗活動之動機與效果 / The Study of Customers’ Motivation and Benefit Gained Toward Brand Experience—Take NIKE as an Example姜藍茵, Chiang, Lan Yin Unknown Date (has links)
本研究以NIKE體驗活動為研究情境,針對曾參與過NIKE舉辦之體驗活動的消費者做為研究對象,透過質化訪談的方式探討消費者參與品牌體驗活動之動機,以及參與品牌體驗活動後帶來的個人效益,以及品牌所獲得的效益,最後綜合研究結果給予品牌體驗活動設計之建議。
本研究的結果發現,消費者參與NIKE體驗活動的動機,是因為其提供了:可以設定和追求的目標、品牌社交效益和以及彰顯品牌與自我的一致性。當體驗活動結束後,消費者可以感受到與自我相關的效益,包括:自我效能和主觀幸福感的提升,以及與品牌相關的效益,包括:品牌態度和品牌形象正向的改變。而根據訪談結果又可以發現,當品牌體驗活動能滿足消費者的參與動機時,將可以增強參與後與自我及品牌相關的效益。據此研究結果,本研究提出一研究模型供未來相關研究參考。
根據以上研究結果,本研究提出品牌實務操作體驗活動的建議:一、品牌可以提供與品牌印象連結的目標,並適時地給予消費者協助。二、品牌可以透過體驗活動提供消費者社交效益。三、品牌可以透過體驗活動彰顯品牌個性。透過以上的品牌體驗設計,將能提升消費者對於品牌之正向品牌印象及品牌態度。
關鍵字:品牌體驗、目標設定和目標追求、自我效能、品牌態度 / This study use NIKE’s brand experience activities as contextual research topic. The goal of the research is to explore the motivation and benefit gained toward brand experience by using semi-structured interviews with interviewees who have attended NIKE’s brand experience activities. With abundant interview result, this study aims to give suggestion for future design of brand experience activities.
The results of this study showed that customer attend brand experience because it not only provides a goal for customer to set and to strive for, but also provide a channel for customer to gain social benefit and to show self-congruity with the brand. The study also showed that customer could gain self-efficacy, sense of subjective wellbeing and have positive influence toward brand attitude and brand image. In conclusion, when brand experience satisfies customers’ motivation; customer will be positively influenced on both self and brand-related concept. On top of this, this study conclude a research model for future studies.
Suggestion for future brand experience planning is provides by this study: First, a brand could offer a goal for customer to strive for and give customer sufficient help. Second, a brand could provide social benefit via brand experience. Third, a brand could show its personality through brand experience activities. By utilize these principles on brand experience activities design; customer will have positive influence toward brand image and brand attitude.
Key words: Brand Experience, Goal Setting and Goal Striving, Self Efficacy,
Brand Attitude
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領導才能、組織文化、目標設定、組織效能感、與競爭力、績效之相關研究吳雅倩, Wu, Ya Chien Unknown Date (has links)
摘要
全球經濟自2008年產生從1929年經濟大蕭條以來,最嚴重的經濟危機-金融海嘯。造成全世界企業的倒閉,以及勞工的大量失業。當企業組織身處於動盪不安的環境時,往往就是考驗企業領導人的關鍵時期;因為領導者的卓越與否,左右著企業組織的生死存亡。因此,本研究以「領導才能」作為出發點,探討「組織文化」、「目標設定」、「自我、團隊、與組織效能感」、及「競爭力、績效」之間的關聯性,並將上述變項進行整合,建構一「組織效能感之競爭力模式」。發展此一模式,不僅可以作為後續相關研究之重要參考,同時亦可協助個人、團隊、與企業組織檢視其目前的現況,以作為提升與改善競爭力及整體績效的重要依據。
本研究透過嚴謹編製程序,進行問卷編製與資料收集,並進行專家會議、信效度與因素分析,以及各變項之間關聯性的探討。此外,本研究以國內的壽險業作為研究母群,調查對象為壽險業中的業務銷售員,並以立意抽樣方式回收共計232份有效樣本,經統計分析,本研究量表之內部一致性信度(.938~.977),與效標關聯效度(與組織績效之r值介於.567~.775之間)等檢驗指標上,皆達顯著的效果。
最後,本研究假設之考驗及模式驗證之結果顯示:1.領導才能對於組織文化、組織競爭力及績效均具有正向的顯著影響;2.目標設定對於個人、團隊、與組織效能感皆具有正向的顯著影響;3.組織效能感確實對於組織競爭力及組織績效具有正向的顯著影響;4.本研究所建構之「組織效能感之競爭力模式」獲得支持。此外,研究者並針對研究結果及企業組織應如何面對「金融海嘯」,以及對未來學術研究與實務應用提出具體的建議。
關鍵詞:領導才能、組織文化、目標設定、效能感、競爭力、績效 / Abstract
The gobal economics broke out the most serious economical crisis after the economical sluggish since 1929-financial meltdown in 2008. It makes the close of enterprises and increases the unemployed rate. When facing the turbulent environment, it is the best challenge for all leaders. Organizations can keep surviving or not, depends on leaders’ competencies. This study starts on 「leadership competency」, to discuss the relationship between 「organizational culure」、「goal-setting」、「self / collective / organizational efficacy」、「individual / team / organizational competitiveness」、「individual / team / organizational performance」. This study integrates the above-metioned variables and constructs a 「organizatioanl efficacy of competitiveness model」. The model can not only be the important reference but also assist individual、teams and organizations to examine their current situations to improve their competitiveness and the whole performance.
The study uses questionnaire to measue and collect data. The insurance companies in Taiwan were taken as the population, and questionnaire is sent primarily to the insurance sellers. A toatal of 232 samples were collected using purposive sampling. Through the empirical analysis, it shows that the internal consistency reliabilty (.938~.977) and criterion-related validity (.567.~775) of all scales were significant.
Finally, according to the results of correlation and Structural Equation Modeling analysis, it shows:1. leadership competency has significant and positive influence to organizational culure、organizational competitiveness and performance; 2. goal-setting has significant and positive influence to self-efficacy、collective efficacy and organizational efficacy; 3. organizational efficacy has significant and positive influence to organizational competitiveness and performance; 4.the constructed 「organizational efficacy of competitiveness」model was supported. Furthermore, evey hypotheses and constructed model in this study were supported. Finally, substantial suggestions were proposed for follow-up academic studies and practical applications, especially for financial meltdown.
Keywords:leadership competency, organizational culture,
goal-setting, efficacy,competitiveness,
performance.
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社會化戰術與主動性人格對社會化結果之影響及其中介機制之探討黃靖婷 Unknown Date (has links)
本研究探討社會化戰術與主動性人格對社會化結果之影響,研究假設參與較高體制式社會化戰術和主動性人格較高的組織新進成員,其社會化結果 (個人與組織契合度、組織承諾、離職意圖、組織滿意及個人績效) 會較佳。本研究並探討前述關係中的中介機制,假設社會化自我效能及目標設定會中介前述關係。此外,本研究亦假設社會化戰術與主動性人格的交互作用會影響社會化結果。
本研究採類實驗設計進行,以政治大學2008年入學之大一新生為研究樣本,進行四次的資料收集。第一次的施測 (T0) 僅針對參與於2008年九月初舉辦之政大新生定位營的大一新生收集資料,並於其營隊報到時施測;第二次的施測 (T1) 則是在開學一週內 (2008年九月中),第三次 (T2) 則是入學一個月後 (2008年十月中),第四次 (T3) 則是開學五個月後 (2009年一月)。
本研究以階層迴歸分析來檢驗所有研究假設。在體制式社會化戰術的效果方面,研究結果顯示T1時,體制式社會化戰術對個人與組織配適度及組織承諾具有預測效果。在T2時,體制式社會化戰術情境的新生除了毅力和適應力及生活技巧外,對所有的社會化結果都有預測效果,且社會化自我效能和目標設定中介前述關係。而在T3時期,體制式社會化戰術只對離校意圖、精通一般原則性知識、適應力及生活技巧有預測效果,但社會化自我效能和目標設定並無中介效果。在主動性人格的效果方面,在T2時期除了離校意圖外,對所有的社會化結果都有預測效果,且社會化自我效能和目標設定在前述關係中大多都有中介效果;但在T3時期主動性人格對社會化結果就都無預測效果。而在體制式社會化戰術和主動性人格的交互作用方面,其僅對T2的學涯定位有影響。研究者並針對本研究之研究結果、理論與實務意涵加以討論。 / In the present study, the researcher examined whether the socialization tactics and proactive personality affected socialization outcomes. This study hypothesized that newcomers who involve in high institutionalized social tactics and with high proactive personalities will have better socialization outcome (P-O fit, organization commitment, intention to quit, organization satisfaction, and job performance). Additionally, mediators of the above relationships were also examined. This study hypothesized that socializational self-efficacy and goal setting will mediate the relationship mentioned above. In addition, the interaction between socialization tactics and proactive personality will also affect the socialization outcomes.
Present study applied quasi-experimental designs, and subjects were freshmen of NCCU in 2008. Four-time data collections were engaged. The first test (T0) was delivered only to the freshmen who joined the orientation camp in the early September of 2008, and the data was collected in the beginning of the camp. The second test (T1) was delivered within the first week of the semester around the mid September of 2008. The third test (T2) was delivered after one month in the mid October of 2008. The last test (T3) was delivered in five months after the beginning of the semester around the January of 2009.
Present study used hierarchical multiple regression analysis to exam all hypotheses. For the effects of institutionalized socialization tactics, during T1, the study indicated that the main effect of institutionalized socialization tactics was significant on P-O fit and organizational commitment. During T2, the study indicated that the main effect of institutionalized socialization tactics was significant on all socialization outcomes, except perseverance and adapability and life skills. Additionally, socialization self-efficacy and goal-setting were mediated the above relationship. During T3, the study indicated that the main effect of institutionalized socialization tactics was significant only on intention to quit, knowledge and mastery of general principles, and adapability and life skills, but socialization self-efficacy and goal-setting were not mediated the above relationship. For the effects of proactive personality, during T2, the study indicated that the main effect of proactive personality was significant on all socialization outcomes, except intention to quit. Additionally, socialization self-efficacy and goal-setting were mostly mediated the above relationship. Nonetheless, the main effect of proactive personality on all socialization outcomes was not significant during T3. For the effects of interaction between institutionalized socialization tactics and proactive personality, the main effect of interaction between institutionalized socialization tactics and proactive personality was significant only on career orientation during T2. Finally, practical implications and avenues for future research are discussed.
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ELITFOTBOLLSSPELARES ANVÄNDNING AV INDIVIDUELLA MÅLSÄTTNINGAR RELATERAT TILL MOTIVATION OCH UPPLEVD KOMPETENSHulander, Markus, Carlander, Ida January 2009 (has links)
Syftet med denna undersökning har varit att studera huruvida individuella målsättningaranvänds inom elitfotboll. Dessutom undersöktes vilka målsättningsstrategier som föredrassamt vilka av dem som uppfattas som mest effektiva. Vidare studerades hur användningen avolika målsättningsstrategier är relaterat till elitfotbollspelares upplevda kompetens ochmotivation. . Även skillnader mellan ordinarie och icke ordinarie spelare samt juniorer ochseniorer studerades. Slutligen undersöktes även interaktionen mellan målsättningsarbetet,motivation och upplevd kompetens. Totalt deltod 101 fotbollsspelare i studien. Metoden somanvändes var kvantitiv och bestod av enkäterna GSSQ, TEOSQ samt Harterskompetensfrågeformulär (1980). Resultaten visade att resultatmål var som den mestföredragna målsättningen. Vidare var inre motivationsinriktning vanligare än yttre. Resultatenvisade även att målsättningars upplevda effektivite samt spelarnas motivation var lägst hosicke ordinarie juniorer. Interaktionseffekterna visade även att icke ordinarie juniorer uppleverlägre nivå av upplevd kompetens. Resultaten diskuteras i förhållande till uppsatsens teoretiskaramverk. Nyckelord: Elitfotbollsspelare, motivation, målsättning, upplevd kompetens / The purpose of this study was to examine if individual goal setting are being used byprofessional soccer players, what kind of goal setting is preferred and which of those areperceived as most effective. How the use of goal settings are related to professional soccerplayers and elite junior players perceived competence and motivation is also being examined.Also difference between regular, non-regular, juniors and senior players was studied. Finally,the interaction between the use of goal settings, motivation and perceived competence wereexamined. 101 soccer players participated in the study. A quantitative method with thequestionnaires GSSQ, TEOSQ and Harter’s competence questionnaire was used. The resultsshowed that performance goals were the most preferred and that task orientation was morecommon than ego. Perceived effectiveness of goal setting and the player’s motivation waslowest among non-regular juniors. Interaction results also showed that non-regular juniorsshowed low perceived competence. The results are discussed in relation to the essay’stheoretical framework. Keywords: Goal settings, motivation, perceived competence, professional/elite soccer players.
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The relationship between self-efficacy and self-regulated behaviour within a secondary school music technology based creative learning environment.Merrick, Bradley Maxwell, School of Music & Music Education, UNSW January 2006 (has links)
This study employed the theoretical framework of Albert Bandura???s social cognitive theory, to investigate how differing levels of self-efficacy impact on both the type and degree of self-regulatory behaviour employed by the students when composing music in a high school music program. The literature review revealed an abundance of related research suggesting a strong relationship between self-efficacy and self-regulated behaviour in the ???core??? academic domains of education. In contrast, there was no specific research found that had examined self-efficacy and self-regulation in the context of students composing music. An independent school in Sydney served as the research site, with sixty-eight students of varied year levels and musical experience participating in the study. Students used stand alone computers, the software ???Cubase??? and MIDI keyboards as they completed a task that involved creating an original piece of music in a genre of their own choice, over a series of four composition sessions. A mixed methodology was employed to determine if the influence of the students??? self-efficacy beliefs upon their self-regulation in a creative activity were consistent with existing research. Data were collected using a mixture of weekly measures and self-report scales, combined with a variety of questionnaires, logs, tally sheets and interviews. Eight variables, including the self-regulatory sub-processes of goal setting-strategic planning, intrinsic motivation, goal orientation, task expectation, time on task, task completion, monitoring were analysed together with an additional variable, defined as creative ability, to determine if evidence could be found of a relationship between self-efficacy and these specific behaviours while composing. The results suggest that the pre-task (Week 1) measure of self-efficacy was closely associated with the students??? use of the eight self-regulatory dimensions as well as their perceived level of creative ability. Weekly self-efficacy measures also suggested that students??? employ self-regulated sub-processes proportionally to their respective levels of self-efficacy. Importantly, the more efficacious students employed a wider and more sophisticated repertoire of self-regulated behaviour when composing in contrast to the less efficacious students. Self-efficacy was also identified as a key factor amongst students who were initially identified as being naive self-regulators, but who through the duration of the task, modified their behaviour to become more skilful self-regulators. Throughout the study, the consistent level of interaction between self-efficacy and the use of self-regulated behaviours were aligned with findings in the core ???academic??? disciplines of education.
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ELITFOTBOLLSSPELARES ANVÄNDNING AV INDIVIDUELLA MÅLSÄTTNINGAR RELATERAT TILL MOTIVATION OCH UPPLEVD KOMPETENSHulander, Markus, Carlander, Ida January 2009 (has links)
<p>Syftet med denna undersökning har varit att studera huruvida individuella målsättningaranvänds inom elitfotboll. Dessutom undersöktes vilka målsättningsstrategier som föredrassamt vilka av dem som uppfattas som mest effektiva. Vidare studerades hur användningen avolika målsättningsstrategier är relaterat till elitfotbollspelares upplevda kompetens ochmotivation. . Även skillnader mellan ordinarie och icke ordinarie spelare samt juniorer ochseniorer studerades. Slutligen undersöktes även interaktionen mellan målsättningsarbetet,motivation och upplevd kompetens. Totalt deltod 101 fotbollsspelare i studien. Metoden somanvändes var kvantitiv och bestod av enkäterna GSSQ, TEOSQ samt Harterskompetensfrågeformulär (1980). Resultaten visade att resultatmål var som den mestföredragna målsättningen. Vidare var inre motivationsinriktning vanligare än yttre. Resultatenvisade även att målsättningars upplevda effektivite samt spelarnas motivation var lägst hosicke ordinarie juniorer. Interaktionseffekterna visade även att icke ordinarie juniorer uppleverlägre nivå av upplevd kompetens. Resultaten diskuteras i förhållande till uppsatsens teoretiskaramverk.</p><p>Nyckelord: Elitfotbollsspelare, motivation, målsättning, upplevd kompetens</p> / <p>The purpose of this study was to examine if individual goal setting are being used byprofessional soccer players, what kind of goal setting is preferred and which of those areperceived as most effective. How the use of goal settings are related to professional soccerplayers and elite junior players perceived competence and motivation is also being examined.Also difference between regular, non-regular, juniors and senior players was studied. Finally,the interaction between the use of goal settings, motivation and perceived competence wereexamined. 101 soccer players participated in the study. A quantitative method with thequestionnaires GSSQ, TEOSQ and Harter’s competence questionnaire was used. The resultsshowed that performance goals were the most preferred and that task orientation was morecommon than ego. Perceived effectiveness of goal setting and the player’s motivation waslowest among non-regular juniors. Interaction results also showed that non-regular juniorsshowed low perceived competence. The results are discussed in relation to the essay’stheoretical framework.</p><p>Keywords: Goal settings, motivation, perceived competence, professional/elite soccer players.</p>
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Rational Goal-Setting in Environmental Policy : Foundations and ApplicationsEdvardsson Björnberg, Karin January 2008 (has links)
The overall aim of this thesis is to present a model for rational goal-setting and to illustrate how it can be applied in evaluations of public policies, in particular policies concerning sustainable development and environmental quality. The contents of the thesis are divided into two sections: a theoretical section (Papers I-IV) and an empirical section (Papers V-VII). Paper I identifies a set of rationality criteria for single goals and discusses them in relation to the typical function of goals. It is argued that goals are typically set to enhance goal achievement. A goal that successfully furthers its achievement is “achievement-inducing”. It holds for each of the identified criteria that, ceteris paribus, improved satisfaction of a criterion makes a goal better in the achievement-inducing sense.Paper II contains an analysis of the notion of goal system coherence. It is argued that the coherence of a goal system is determined by the relations that hold among the goals in the system, in particular the relations of operationalization, means and ends, support, and conflict. Paper III investigates the rationality of utopian goals. The paper analyzes four arguments that support the normative criterion of attainability: that utopian goals are (1) too imprecise and (2) too far-reaching to guide action effectively, (3) counterproductive, and (4) morally objectionable. A tentative defence of utopian goal-setting is built on counter-arguments that can be put forward to weaken each of the four objections. Paper IV investigates the nature of self-defeating goals. The paper identifies three types of situations in which self-defeating mechanisms obstruct goal achievement: (1) situations in which the goal itself carries the seeds of its own non-fulfilment (self-defeating goals), (2) situations in which the activity of goal-setting contributes to goal failure (self-defeating goal-setting), and (3) situations in which disclosure of the goal interferes with progress (self-defeating goal disclosure). Paper V provides a brief description of the Swedish system of environmental objectives and a preliminary inventory of the management difficulties that attach to this goal system.Paper VI contains an investigation into the rationality of five Swedish environmental objectives through an application of the rationality criteria identified in Papers I-II. The paper identifies and discusses some difficulties that are associated with management by objectives and the use of goals in environmental policy. Paper VII analyses the rationality of the Swedish environmental quality objective A good built environment. Among the conclusions drawn in the paper are that some of the sub-goals to the objective are formulated in terms that are unnecessarily vague from an action-guiding standpoint and that others are problematic from the viewpoint of evaluability. / QC 20100715
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Krepšininkų psichologinio rengimo programos įtaka jų psichologiniams įgūdžiams / The Influence Of Psychological Training Program For Basketball PlayersKalvaitis, Martynas 20 May 2005 (has links)
The factors of psychological training of athletes are researched not sufficiently enough. Many authors underline that psychological training of athletes is a complicated process, without which the development of modern sports is impossible. The problem of study is that data, which would reveal the influence of psychological training program on psychological skills that, are: imagery creation skills, stress management skills, management of mental energy, concentration skills, self confidence and goal setting skills. The purpose of this study is to establish the influence of psychological training program on the psychological skills of basketball players. Objectives: to establish level of psychological skills before and after psychological training program. Data were obtained from a sample of 14 basketball players competing in Lithuanian basketball “A” league. Effectiveness of psychological training program was evaluated through (a) Training experiment (the psychological training program), (b) the psychological tests, and (c) mathematical statistics. The results indicated an increase in all investigated psychological skills. Although not all results showed a reliable difference, but stress management, self confidence and goal setting skills managed to show a reliable difference between two cases. Results confirmed that even a minimal psychological training program is effective for athletes all over the world.
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A model for changing teachers' attitudes towards the value of teaching critical thinking skills : school management perspective / Jacobus A. Souls.Souls, Jacobus Abram January 2009 (has links)
The primary aim of the study was to design a model for changing teachers' attitudes towards the value of teaching critical thinking skills. Currently, information regarding the conceptualisation of this topic is inadequate and vague. In this study the nature of the complexities involved in the management and implementation of the teaching of critical thinking skills were researched through a literature study and an empirical investigation. A model was then designed for the effective management of the implementation thereof. The findings from the research indicated that teachers' attitudes towards the value of teaching critical thinking skills to learners are negative. It also became evident that the school principal should manage the implementation of the teaching of critical thinking skills to learners. The focus of the proposed model is on how teachers' attitudes towards the value of teaching critical thinking skills can be changed to ensure quality educative teaching and learning in and outside of the classroom. The study therefore serves to present a useable model for the management of the implementation of teaching critical thinking skills to learners. The study is further based on a well balanced opinion as experiences of teachers in the senior phase (grades 7, 8, & 9) were investigated by means of structured questionnaires. Recommendations regarding research findings were made for stakeholders and education departmental officials to note. / Thesis (Ph.D. (Education Management))--North-West University, Vaal Triangle Campus, 2010.
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A model for changing teachers' attitudes towards the value of teaching critical thinking skills : school management perspective / Jacobus A. Souls.Souls, Jacobus Abram January 2009 (has links)
The primary aim of the study was to design a model for changing teachers' attitudes towards the value of teaching critical thinking skills. Currently, information regarding the conceptualisation of this topic is inadequate and vague. In this study the nature of the complexities involved in the management and implementation of the teaching of critical thinking skills were researched through a literature study and an empirical investigation. A model was then designed for the effective management of the implementation thereof. The findings from the research indicated that teachers' attitudes towards the value of teaching critical thinking skills to learners are negative. It also became evident that the school principal should manage the implementation of the teaching of critical thinking skills to learners. The focus of the proposed model is on how teachers' attitudes towards the value of teaching critical thinking skills can be changed to ensure quality educative teaching and learning in and outside of the classroom. The study therefore serves to present a useable model for the management of the implementation of teaching critical thinking skills to learners. The study is further based on a well balanced opinion as experiences of teachers in the senior phase (grades 7, 8, & 9) were investigated by means of structured questionnaires. Recommendations regarding research findings were made for stakeholders and education departmental officials to note. / Thesis (Ph.D. (Education Management))--North-West University, Vaal Triangle Campus, 2010.
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