University of Twente Student Theses
Effect of values and personality on the motivation and intention of uster-generated content across cultures
Cents, Michel H.G. (2013) Effect of values and personality on the motivation and intention of uster-generated content across cultures.
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| Abstract: | In the extensive research of what motivates people to create User-Generated Content, motivational domains such as co-creation, empowerment, community, and self-concept have been identified (Christodoulides, Jevons, and Bonhomme, 2010). However, there has been very little research reported on how such UGC motivational domains have an effect on UGC intention, how values have an effect on UGC motivation, how personality has an effect on UGC motivation and UGC intention, and how culture has an effect on UGC. The purpose of this study therefore, is to extend the reach of current theoretical frameworks by incorporating values, personality, UGC motivation, UGC intention, and culture into one study. This research uses the methodology of quantitative research in which the phenomena of motivation, values, culture, intention, and personality are systematically and empirically being researched through statistical analysis among 457 participants across The Netherlands and The People’s Republic of China. This study shows that UGC motivation and personality traits have significant effects on UGC intention, yet, differ across cultures. In The Netherlands, values have significant effects on UGC motivation, however, play no role in The People’s Republic of China. To understand the nature and meaning of the UGC that is created, businesses should know about these cultural differences and the effects of UGC motives, values, and personality, and should adjust their business models and strategies accordingly. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/63436 |
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