Title: Comparison of the athletes and blogger influence on the behavioral intentions of secondary school students Objectives: The main objective of this diploma thesis is to compare the influence of athletes and bloggers on the buying preferences of the students of Czech high school through marketing research. Methods: In the thesis are used two interdependent methods. The first of these methods is a questionnaire survey, which includes 508 respondents who were high school students during the survey. 32 respondents separated in two groups attended the second method, which is a focus group. Results: The research results show that athletes influence the behavioral intentions of secondary school students more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents. Keywords: marketing communication, shopping behaviour, reference group, generation Z, sports celebrity, influencer

No description available.

L’objectif de cette recherche est d’étudier les concepts « Image de soi » et « satisfaction professionnelle » dans les groupes d’appartenance du travail, dans une approche cognitive et conative (affect et ses effets). Il s’agit de montrer que l’Image de soi au travail est liée aux différents niveaux de satisfaction des sujets face à leur emploi. Ces niveaux de satisfaction dépendent de leur niveau d’attentes. La satisfaction professionnelle repose donc sur le sujet et non sur l’emploi lui-même. C’est pourquoi, cette notion s’insère dans un système comprenant, d’une part, les aspects de l’emploi et ses avantages et, d’autre part, l’individu et ses attentes. L’étude porte sur 63 sujets, une population relativement réduite d’un point de vue statistique mais avec laquelle nous avons pu mettre en lumière des résultats intéressants que, par prudence, nous considérerons comme valables pour ladite population seulement.À la lumière de l’analyse corrélée des divers paramètres explorés, l’étude révèle qu’il existe réellement un système d’attentes « théoriques », strictement inhérentes au sujet, et un système d’attentes diversifiées issu des différences individuelles et culturelles. La satisfaction des fonctionnaires du Ministère du Travail, de l’Emploi et de la Prévoyance Sociale du GABON est tributaire des avantages matériels que leur emploi leur procure (bureau climatisé et équipé, voiture de service, salaires et primes…), associés à des aspects extérieurs au travail (logement de standing, revenus complémentaires, reconnaissance sociale…). Tous ces éléments participent à la construction de l’image de réussite qu’ils renvoient aux autres. Et cette image est fortement tributaire de l’image que ces fonctionnaires se font d’eux-mêmes, associée à leurs attentes. À la lumière de cette étude expérimentale qui repose aussi sur une étude théorique consacrée à la psychologie du travail dans le contexte de la fonction publique et, plus spécifiquement au vécu des fonctionnaires au travail (leur représentation de leur position, directement dans la structure, mais aussi à l’extérieur, dans la société qu’ils côtoient), il apparaît que l’image de réussite requiert une image positive de soi, révélatrice d’un sentiment de satisfaction professionnelle et personnelle. Les résultats de notre expérimentation tendent à vérifier, cette dernière affirmation, étude qui appelle des recherches plus approfondies. / The objective of this research is to study the concepts of “self-Image” and “Satisfaction” in the membership of groups working in a cognitive and conative (affects and effect). It is shown that self-image at work is linked to different levels of satisfaction issues facing their jobs. These levels of satisfaction depend on their level of expectations. Job satisfaction is thus based on the subject and not on the job itself. Therefore, this concept fits into a system comprising, first, aspects of employment and benefits and, secondly, the individual and his expectations.The study covers 63 subjects, a relatively small population of a statistical point of view but with which we could highlight some interesting results that, by caution, we consider as valid only for that population.In light of the analysis correlated the different parameters explored, the study reveals that there is actually a system of expectations “theoretical” strictly inherent to the subject, and a variety of expectations from the individual and cultural differences. The satisfaction of officials of the Ministry of Labour, Employment, and Social Welfare of Gabon depends on the material benefits that their jobs provide them (room air-conditioned and equipped, car service, salaries and bonuses…), related to aspects outside the work place (luxury housing, additional income, social recognition…).All these elements contribute to building the image of success they relate to others. And this image is strongly dependent on the image that these officials are themselves associated with their expectations. In light of this experimental study is also based on a theoretical study devoted to the psychology of work in the context of public service and, more specifically to the experiences of staff at work (their representation of their position, directly in the structure, but also outside in the society around them), it appears that the image of success requires a positive self-image, revealing a sense of professional and personal satisfaction. The results of our experiments tend to verify this last statement, which calls for study of further research.

本研究嘗試從社會比較理論的觀點出發，欲探討線上參考團體（即網友意見）對消費者行為之影響。經由文獻回顧，本研究釐清了社會比較行為與參考團體影響力之基本意涵與兩者間之關係，並引入產品特性、自我監控程度以及資訊搜尋價值等變項，欲探討此三變項於上述關係中之干擾效果是否存在。 本研究以台大批踢踢實業坊作為施測場域，利用網路問卷蒐集使用者資料。調查發現，受訪者之社會比較行為（區分為反射式評估和對照式評估）與線上參考團體之影響力（區分為資訊依賴、來源可信度及購買選擇三構面）之間，確實可能存在顯著關聯性與影響關係。而瀏覽不同產品特性、具有不同自我監控程度或是獲得不同程度資訊搜尋價值之受訪者，他們受到線上參考團體影響之程度亦有所差異。然而，上述三變項在社會比較行為與線上參考團體影響力兩者關係間之干擾效果未被證實。

Sverige centraliseras allt snabbare, idag är det mer än hälften av alla människor som bor i storstäderna. Denna urbanisering, med ungdomar och unga vuxna i spetsen, gör att kommuner, bland annat i Värmlands län, utarmas och kraftigt går ner i invånarantal. Syftet med den här studien är att fånga in upplevelser av de unga som går emot urbaniseringen och hittills har valt att bo kvar i en utflyttningsort. Fokus i studien ligger på upplevelser av liv på orten, möjligheter till framtid och hur de resonerar kring flytta/stanna-frågan. Studien bygger på intervjuer med fem personer mellan 18–29 år, som alla är uppväxta i och som idag bor i Hagfors kommun. Utsagor och berättelser från intervjupersonerna har sedan analyserats med hjälp av de teoretiska resonemangen gällande kulturell friställning, urbanism och referensgrupper. Resultatet visar att unga vuxna i Hagfors upplever att de trivs bra i Hagfors, men att de samtidigt uttrycker att de vill flytta från orten. Livet i Hagfors upplevs som stillsamt och tråkigt och därför vill de söka sig ut för att uppleva det utanför och bli någonting annat. Att stanna i Hagfors innebär för intervjupersonerna att man blir en tråkig person - en sån som nöjer sig. De unga vuxna jag har träffat vill inte uppfattas på det sättet utan uttrycker därför önskan om ett liv med fler möjligheter, något som de ser finns utanför Hagfors. De intervjupersoner som har bott utanför Hagfors men valt att flytta tillbaka kan dock med större säkerhet säga att de trivs i Hagfors och vill bo kvar. Jag menar att de har tillägnat sig kunskap om att gräset inte är grönare på andra sidan, och att den kunskapen legitimerar deras val att bo i Hagfors utan att ses som en sån som nöjer sig. / In Sweden, we become more and more centralized, and today it is more than half of the population living in the metropolitan areas. This urbanization, with young people and young adults at the forefront, makes municipalities, especially in the county of Värmland, depleted and drastically reduced in population. The purpose of this study is to capture the experiences of young adults who oppose urbanization and have chosen to stay in an out-migration town. The focus for the study is young adults’ experiences of life in these towns, their future opportunities and how they relate to the stay/move-question. The study is based on interviews with five people between 18-29 years, all of whom grew up and today live in Hagfors. The statements and stories of the interviewed have been analyzed in relation to the theoretical reasoning cultural release, urbanism and reference group. The result shows, among other things, that young adults in Hagfors like living in Hagfors, but at the same time expresses that they want to move. Life in Hagfors is perceived as calm and boring, and they feel that they should see something else, see other places, and become something else. Choosing to stay in Hagfors is to be perceived as a boring person - one who is “content”. The young adults I have met do not want to be perceived in that way, and expresses a dream for a life with more possibilities, something that they see as possible outside of Hagfors. The ones I´ve interviewed who have lived outside of Hagfors but have chosen to move back, they are more certain that they like Hagfors and the life they see is possible there. My opinion is that they’ve become aware of that the grass isn't greener on the other side of the pence, and that knowledge legitimizes their choice to live in Hagfors without being seen as someone who is “content”.