Yes / Much of the scholarly debate on the extrinsic-intrinsic motivation dichotomy to date has focused on organisational context. However, the recent upsurge of technology use amongst individuals in non-organisational context has led to consumer-focused research model such as extended unified theory of acceptance and use of technology (UTAUT2). The objective of this study is to bring back much needed focus on motivation dichotomy from the consumer perspective. This involved a systematic review and meta-analysis of hedonic motivation an affective construct in UTAUT2 studies. The findings from 79 UTAUT2 empirical studies revealed that only 46 studies (58%) utilised hedonic motivation while the remaining 33 studies (42%) omitted the construct. Extrinsic motivation was the major driver of non-hedonic and non-significant hedonic motivation studies with individuals using technologies for utilitarian outcomes. Unlike UTAUT2, moderators association of hedonic motivation were non-significant in determining consumer intention to use technology. The findings also revealed an important association between hedonic motivation and effort expectancy, in addition to fruitful directions for research and practice.

With the South African retail industry being a major and attractive industry, marketers and retailers are pressured to obtain and maintain a competitive advantage by developing marketing strategies that appeal to various consumers. Retailers need to focus on satisfying consumers’ needs, as well as offering a full shopping experience. Shopping entails more than the mere selection of products. Consumers’ motivation or driving force behind the act of shopping is embedded in satisfying internal needs. These motivations are grouped into two collections, namely hedonic and utilitarian shopping motivations. Consumers driven by hedonic shopping motivations are interested in the shopping experience, as well as the experiential and emotional aspects thereof. However, consumers driven by utilitarian shopping motivations are goal-oriented and concerned with the task-related value and the functional aspects of shopping. Marketers and retailers may use consumer-shopping motives to divide the market into segments and develop strategies to target specific segments. Published literature on the consumer behaviour of the South African black Generation Y cohort is limited and an absence occurs with reference to the shopping motivations of this cohort. In the South African context, individuals born between 1986 and 2005, labelled Generation Y, account for 38 percent of the total South African population, and the black Generation Y individuals represent 83 percent of the total Generation Y cohort. Individuals within the black Generation Y cohort attaining tertiary qualifications are likely to represent the future ‘Black Diamonds’, enjoying higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. For that reason, the black Generation Y student cohort is an exceptionally attractive market segment, and it is critical for retailers and marketers to understand their shopping behaviour and motivations in order to develop effective marketing strategies. The purpose of this study was to determine South African black Generation Y students’ utilitarian and hedonic shopping motivations. The target population of this study comprised full-time undergraduate black Generation Y students; aged between 18 and 24 years and enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was utilised to select one traditional university and one university of technology in the Gauteng province, from the sampling frame. For this study, a convenience sample of 600 black Generation Y students enrolled at these two South African HEIs during 2013 was drawn. The relevant primary data was obtained by means of a self-administered questionnaire, which was hand delivered to the contacted lecturers at each of these two HEIs. These lecturers distributed the self-administered questionnaire during one lecture period. This questionnaire requested the participants to indicate on a six-point Likert scale the level of their agreement or disagreement on 26 items designed to measure their utilitarian and hedonic shopping motivations, as well as to provide certain demographic data. The findings of this study indicate that within the hedonic subscale, black Generation Y students found value and adventure shopping to be the strongest motivators for shopping. Within the utilitarian subscale, black Generation Y students found achievement to be the strongest motivator for shopping. Previous research found gender to have an influence on the hedonic and utilitarian shopping motivations of consumers. This study confirms previous findings where statistically significant differences were found between the shopping motivations of male and female black Generation Y students. The study found significant differences concerning the first-, second- and third-year black Generation Y students’ hedonic and utilitarian shopping motivations. Insights gained from this study will help both marketers and retailers understand the current black Generation Y consumers’ motivations for shopping with reference to hedonic and utilitarian shopping motivations. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Denna uppsats avser undersöka sambandet mellan användarupplevelser och beroenden inom spel och vadhållning. Ett beroende i sig kan tillskrivas många egenskaper och orsaker, vilket gör det till en dynamisk term, och kan således undersökas och definieras i många avseenden. Viktigt att notera är att beroende kan vara närvarande trots att det inte utgör ett problem. En användarupplevelse kan vara alla intryck och känslor vilka infinner sig vid interaktion med en produkt eller tjänst, och utgör en slags referenspunkt i utvecklingsarbeten. Syftet med denna designattityd innebär att utforma och tillhandahålla en upplevelse snarare än en produkt, där resultatet blir en artefakt vilken förmedlar denna känsla. Uppsatsen undersöker även Hedonic-Motivation System Adoption Model, vidare benämnt HMSAM, vilken är ett slags verktyg avsett att kartlägga upplevelser och konkretisera vad som motiverar användning. Vidare tillämpas teorin om Flow, då tidigare studier om spelberoende ligger i nära anslutning till allt vad den innefattar. Med denna teori som utgångspunkt genomfördes fem semi-strukturerade där informanten ombads redogöra för tidigare och nuvarande upplevelser av speltjänster. Syftet med dessa intervjuer var primärt att undersöka och söka ytterligare förståelse för spelandets motivation, för att tydliggöra sambandet mellan beroende och användarupplevelse, men även att förstå vad en upplevelse och ett beroende innebär för användaren. Utfallet avslöjar om en utspridd uppfattning gällande beroendets befattning och utsträckning, samt att spänning utgör en betydande del av motivationen. Utöver det tydliggörs även att en eventuell förtjänst av pengar ligger centralt i spelandet, men att det för vissa endast uppfattas som en bonus. Vad detta innebär för uppsatsen är att medan beroendet i sig har flera definitioner kan spelandets motivation konkretiseras och i viss mån generaliseras. Spelberoendets vara eller icke-vara hos en individ är i sin tur beroende av alltför många faktorer för att abstrahera, vilket till stor beror på att beroende inte nödvändigtvis betingar en negativ händelseutveckling. Modellen HMSAM visar sig också vara hjälpsam när upplevelser ska kartläggas och kvantifieras, vilket är nödvändigt om spelberoende och dess orsaker ska undersökas i vidare utsträckning. / This research aims at investigating the relationship between user experiences and addiction in gambling and betting. An addiction can be attributed to many traits and causes, making it a dynamic term, and can thus be investigated and defined in many respects. One important note is that addiction might be present despite it not posing a problem. A user experience could be all the impressions and emotions that occur while interacting with a product or service, and forms a point of reference in product developments. The purpose of this design attitude involves designing and providing an experience rather than a product, where the result is an artifact capable of conveying this feeling. This paper also examines the Hedonic-Motivation System Adoption Model, further abbreviated HMSAM, which is a tool capable of mapping experiences and concretizing what motivates use of a service or product. Furthermore, the theory of flow is applied, with previous studies about gambling addiction being closely related to all that it includes. With this theory as a basis, five semi-structured interviews were conducted, where the informant was asked to account for past and present experiences from betting services. The purpose of these interviews were to investigate and understand what betting motivation consists of, in order to enable a clarification of the relationship between addiction and user experience, but also to learn what an experience and an addiction means to the user. The outcome reports of a widespread perception of the dependencies and extent to which an addiction exists, and that excitement composes a significant part of motivation. In addition, it is clarified that a feasible profit is central to betting, it is however perceived by some as solely a bonus. What this means for the research is that while the addiction itself might have several definitions, the player's motivation can be made concrete and to some extent generalized. The actuality of an addiction with an individual is, in turn, dependent on too many factors to discern, which in large depends on addiction not necessarily leading to a sequence of negative events. The model HMSAM also proves to be helpful when assessing and quantifying experiences, which is necessary for further investigation of gambling addiction and its origins.

Background: Most current research on consumption events like Black Friday has been done in an US context. Black Friday do not have any cultural heritage or any other social connection to Sweden, however, it is already considered as the second most significant sales opportunity annually in the country. Additionally, research has confirmed that online retailing has been faster than offline retailing regarding adoption to consumption events. Therefore, to qualitatively investigate motivation towards Black Friday consumption online, in a Swedish context, would provide new insight in the field. Purpose: This research serves to contribute to the research of motivation towards consumption events online, viewed upon from the consumers perspective. By uncover meanings for utilitarian and hedonic motivation dimensions towards consumption events online, using Black Friday Weekend as an empirical example, this research aims to, besides adding to previous research, clarify ambiguous situations and provide valuable insights for online retailers that may lead to potential business opportunities. Method: In order to achieve in-depth understanding of the topic, a qualitative study with exploratory design was conducted. Data was gathered through focus group interviews with participants chosen through a purposive sampling technique. The data was analyzed through thematic analysis which generated the empirical findings. Conclusion: Throughout this research, sixteen themes related to motivation emerged, eight utilitarian and eight hedonic. The themes offer more accuracy and a deepened understanding of motivation towards consumption events online for the empirical foundation researched by explaining meanings of the motivation dimensions in this particular context, namely Black Friday Weekend in Sweden.

With the South African retail industry being a major and attractive industry, marketers and retailers are pressured to obtain and maintain a competitive advantage by developing marketing strategies that appeal to various consumers. Retailers need to focus on satisfying consumers’ needs, as well as offering a full shopping experience. Shopping entails more than the mere selection of products. Consumers’ motivation or driving force behind the act of shopping is embedded in satisfying internal needs. These motivations are grouped into two collections, namely hedonic and utilitarian shopping motivations. Consumers driven by hedonic shopping motivations are interested in the shopping experience, as well as the experiential and emotional aspects thereof. However, consumers driven by utilitarian shopping motivations are goal-oriented and concerned with the task-related value and the functional aspects of shopping. Marketers and retailers may use consumer-shopping motives to divide the market into segments and develop strategies to target specific segments. Published literature on the consumer behaviour of the South African black Generation Y cohort is limited and an absence occurs with reference to the shopping motivations of this cohort. In the South African context, individuals born between 1986 and 2005, labelled Generation Y, account for 38 percent of the total South African population, and the black Generation Y individuals represent 83 percent of the total Generation Y cohort. Individuals within the black Generation Y cohort attaining tertiary qualifications are likely to represent the future ‘Black Diamonds’, enjoying higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. For that reason, the black Generation Y student cohort is an exceptionally attractive market segment, and it is critical for retailers and marketers to understand their shopping behaviour and motivations in order to develop effective marketing strategies. The purpose of this study was to determine South African black Generation Y students’ utilitarian and hedonic shopping motivations. The target population of this study comprised full-time undergraduate black Generation Y students; aged between 18 and 24 years and enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was utilised to select one traditional university and one university of technology in the Gauteng province, from the sampling frame. For this study, a convenience sample of 600 black Generation Y students enrolled at these two South African HEIs during 2013 was drawn. The relevant primary data was obtained by means of a self-administered questionnaire, which was hand delivered to the contacted lecturers at each of these two HEIs. These lecturers distributed the self-administered questionnaire during one lecture period. This questionnaire requested the participants to indicate on a six-point Likert scale the level of their agreement or disagreement on 26 items designed to measure their utilitarian and hedonic shopping motivations, as well as to provide certain demographic data. The findings of this study indicate that within the hedonic subscale, black Generation Y students found value and adventure shopping to be the strongest motivators for shopping. Within the utilitarian subscale, black Generation Y students found achievement to be the strongest motivator for shopping. Previous research found gender to have an influence on the hedonic and utilitarian shopping motivations of consumers. This study confirms previous findings where statistically significant differences were found between the shopping motivations of male and female black Generation Y students. The study found significant differences concerning the first-, second- and third-year black Generation Y students’ hedonic and utilitarian shopping motivations. Insights gained from this study will help both marketers and retailers understand the current black Generation Y consumers’ motivations for shopping with reference to hedonic and utilitarian shopping motivations. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings: Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications: Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value: This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Effects of neuroticism, agreeableness, extraversion, conscientiousness in online are affecting consumer impulse buying behavior are important to explore because it directly impacts the consumers individually. The objective of this study is to find out the role of demographics and personality traits of a consumer in shaping their online impulse buying behavior. This study will also will evaluate the moderating effect of hedonic shopping in impulse buying behavior of consumers. Quantitative research approach has been used by using survey method and data was collected through adapted questionnaires. The sample of the study was consisted of 200 respondents from different cities of Sweden and response rate was 80%. IBM SPSS data editor was used to conduct data analysis. Multiple linear regression and analysis of variance (ANOVA) with LSD technique was performed to test the proposed hypothesis. Based on the empirical analysis, it is been concluded that personality traits i.e. Neuroticism and Agreeableness have negative and significant relationship online impulse buying behavior. More a person possesses the characteristics of Neuroticism and Agreeableness less will be the online impulsive buying. Furthermore, Openness to Change, Conscientiousness, and Extraversion have positive and significant relationship with online impulsive buying behavior. Results also depict that hedonic motivation moderates the relationship of personality traits and online impulsive buying which implies that the pleasure of online shopping boosts online impulsive buying.

Background: Social media influencers provide their followers with different monetary sales promotions to increase purchases by the brands they endorse. Hedonic motivation and emotions initiate each other and are fulfilled through consumers' need to act. As a result, monetary sales promotions will encourage consumers to buy unplanned purchases. Previous research recommends additional quantitative research on sales promotions and influencers, and others propose more research to fill the gap on influencers' impact on society. The interest lies in how these, in turn, affect consumers' impulsive buying behavior.  Purpose: This study aims to explain the effects of hedonic motivation and emotions, triggered by social media influencers' monetary sales promotions on consumers' impulse buying online.   Methodology: This paper is explanatory, with a deductive approach to research while utilizing a quantitative strategy to achieve a cross-sectional research design. The study has three hypotheses that were deducted based on the concepts within the theoretical framework, and the data was collected through a self-completion questionnaire to receive its final results: if the hypotheses were rejected or accepted. Furthermore, the questionnaire received a total of 105 responses. Findings: All hypotheses were statistically insignificant when tested with the control variables. However, hedonic motivation was accepted when disregarding the control variables by only testing the independent variables against the dependent. Nevertheless, all hypotheses are rejected based on their statistical insignificance. Furthermore, the findings portray that the variables are too intercorrelated. While the results did not provide any practical contribution, it acknowledged the difficulties with measuring hedonic motivation, pleasure, and arousal simultaneously with impulse buying online.   Conclusion: Based on the findings of this study, it is concluded that there are no positive effects of hedonic motivation and emotions and that these are triggered by social media influencers' monetary sales promotion on consumers' impulse buying behavior online.

Utvecklingen och intresset för mobila träningsapplikationer har växt markant de senaste åren och tusentals träningsapplikationer kan idag återfinnas på marknaden. Samtidigt har människor världen över blivit allt mer inaktiva vilket riskerar att leda till stora konsekvenser för individens hälsa och välmående. Mobila träningsapplikationer har visats ha stor potential för att lösa detta problem genom en ökad tillgänglighet och anpassning till användarens förutsättningar och behov. Ett flertal av de applikationer som finns på marknaden idag kan ses anta ett flertal strategier för att öka användarens engagemang och motivation till användning. Vilka dess värde och faktiska effekt har dock visats vara både omtvistat och outforskat. Denna studie undersöker och belyser vad som påverkar användarens motivation att använda en mobil träningsapplikation och hur dessa typer av applikationer kan utformas för att främja användarens engagemang och vilja att använda. För att undersöka detta genomfördes kvalitativa intervjuer med personer som hade erfarenhet av att använda träningsapplikationer som stöd i sin träning. Hedonic-Motivation System Adoption Model och tidigare forskning inom motivation, sociala influenser och användarupplevelse verkade som teoretiskt ramverk och avsåg belysa relevanta faktorer studien avsåg att fördjupa sig inom. Det teoretiska ramverket verkade även som underlag för utformning av relevanta intervjufrågor och vid analys av erhållen empiri. Det empiriska resultatet belyser behov av enkelhet och användarnytta. En hög användarnytta kan även ses bidra till att användaren knyter ett starkare band till appen vilket ökat motivationen att fortsätta använda. Resultatet visar även på att informanterna finner ett stort värde i att följa sin fysiska utveckling över tid och erbjudas stöd för att upprätthålla stabilitet i träning snarare än att nå konkreta mål. Social funktionalitet såsom att följa och jämföra sin fysiska aktivitet med andra användare visar sig även ha en betydande inverkan på informanternas engagemang och användning av applikationen. I överensstämmande med tidigare forskning verkar dock värdet av sociala funktioner vara beroende av förhållandet användaren har till de andra användarna och dess närhet. Baserat på det teoretiska ramverket och empiriska utfallet presenteras designkriterier för framtida utformning av mobila träningsapplikationer som kan främja användarens engagemang och motivation att använda. / The development of digital support tools and applications for physical activity is growing quickly, and today there are thousands of mobile applications on the market aimed to support the user’s physical exercise. At the same time, there is a rising trend of a sedentary lifestyle with a lack of exercise which has had a negative impact on the population’s health and wellbeing over the last years. Fitness applications are broadly used today and have shown to have a potential in solving this problem. However, the actual benefit of these tools from a user’s perspective is yet under-studied. This study aims to identify what affects user’s motivation when using a fitness application and how these types of applications can be designed to increase user’s engagement. As a theoretical foundation, Hedonic-Motivation System Adoption Model and previous research in motivation, social influences, and user experience were explored to formulate relevant interview questions and guide the analysis of the empirical data. Through qualitative interviews insights from users with experience of using fitness applications as support in their physical exercise are gathered. The results show that ease of use and usefulness was important for most of the informants and that the users found a high value in tracking their physical exercise and development over time. The empirical data also indicate that gaining help to maintain stability rather than setting up concrete goals was perceived as more valuable. Social functionality such as following and comparing one's physical activity with others is also shown to have a significant impact on one's use and involvement in the application. However, consistent with previous research, the value of social features seemed to be dependent on the relation the user has with the other users. Based on the empirical findings design guidelines for development of fitness apps are proposed.

Barn med Spinal muskelatrofi lever ett liv med begränsad rörlighet. Deras vardag innehåller att mycket träning med syfte att kunna leva ett bättre liv. I vår digitala värld finns det idag många digitala spel som syftar till träning, exempelvis Nintendo Wii-spel och det populära spelet Just Dance. Utan att vi tänker på det, tränar vi kroppen medan vi utför spelets olika moment. Men hur kan barn bibehålla motivation och hur kan immersion uppstå för att barn ska glömma rum och tid när dem tränar? Vi har i vår studie samarbetat med företaget Nordic Forest Games, som på uppdrag av ett läkemedelsföretag, utvecklar ett mobilspel för barn med Spinal muskelatrofi. Vi har undersökt vilka egenskaper ett digitalt spel bör ha för att inte upplevs som enbart träning. I studien deltar två fysioteraputer och fyra föräldrar med syfte att beskriva sina upplevelser kring deras barns vardag och hur träning och motivation upplevs. Vid analys av data har teorin Hedonic Motivation System Adoption Model (HMSAM) tillämpats för att kunna ringa in vilka olika områden som är central hos barnen för att uppleva immersion och motivation. Resultatet i studien är inte generaliserbart på grund av dels det låga antalet deltagare i studien och dels med tanke på att Spinal muskelatrofi är en ovanlig sjukdom av stor variation och mycket individuell. Utan att kunna dra någon generell slutsats har vi kunnat urskilja delar som är intressanta att studera vidare när det gäller tävlingsmoment och inkludering. Av företaget fick vi även tillgång till en prototyp av spelet. För att utvärdera prototypen gjordes en heuristisk utvärdering i enlighet med att finna användbarhetsproblem genom att se på prototypen genom Nielsens tio heuristiska riktlinjer. Med dessa två kvalitativa metoder har studien antagit en kvalitativ ansats där resultaten sedan kopplats samman med teorin HMSAM. / Children with spinal muscular atrophy live a life of limited mobility. Their everyday life includes a lot of exercise with the goal of being able to live a better life. In our digital world today, there are many digital games aimed at training, such as Nintendo Wii games and the popular game Just Dance. Without thinking about it, we train the body while performing the various steps of the game. But how can children maintain motivation and how can immersion occur for children to forget space and time when they exercise? In our study, we collaborated with the company Nordic Forest Games, which on behalf of a pharmaceutical company, develops a mobile game for children with spinal muscular atrophy. We have investigated what qualities a digital game should have in order not to be perceived as just training. Two physiotherapists and four parents participate in the study with the aim of describing their experiences of their children's everyday life and how exercise and motivation are experienced. When analyzing data, the Hedonic Motivation System Adoption Model (HMSAM) theory has been applied in order to be able to delineate which different areas are central to children in order to experience immersion and motivation. The result of the study is not generalizable due partly to the low number of participants in the study and partly given that Spinal muscular atrophy is an unusual disease of great variety and very individual. Without being able to draw any general conclusions, we have been able to distinguish parts that are interesting to study further in terms of competition elements and inclusion. The company also gave us access to a prototype of the game. To evaluate the prototype, an heuristic evaluation was made in accordance with finding usability problems by looking at the prototype through Nielsen's ten heuristic guidelines. With these two qualitative methods, the study has adopted a qualitative approach where the results are then linked to the theory HMSAM.