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Ich fahre wie ich will – Eine experimentelle Untersuchung zur Selbstbestimmung und Motivation von Kunden im Carsharing-Bereich
[I Drive as I Want – An Experimental Study Concerning Self-Determination and Motivation of Customers in the Carsharing Context]

Author

Listed:
  • Elena Bassemir

    (Fraunhofer-Gesellschaft)

  • Christian F. Koof

    (Universität Hohenheim)

  • Marion Büttgen

    (Universität Hohenheim)

Abstract

Zusammenfassung Zahlreiche Automobilhersteller erkennen den Konsumtrend weg von Besitz- und Statusdenken hin zur „Sharing Economy“. Unternehmen stehen damit mehr denn je vor der Herausforderung, Kunden zu engagierten Co-Produzenten zu machen. Der vorliegende Beitrag untersucht auf Basis der Selbstbestimmungstheorie die Rolle der Motivation des Kunden bei der Co-Produktion und identifiziert zwei Möglichkeiten, diese zu erhöhen. Die Ergebnisse der experimentellen Studie 1 (n = 297) zeigen, dass sich der Kunde für eine hohe Co-Produktionsintention nicht unbedingt selbstbestimmt wahrnehmen muss. Die Auswertung der experimentellen Studie 2 (n = 591) offenbart zudem, dass ein Instrument, das Feedback bezüglich der Wertbeiträge im Erstellungsprozess gibt, den Kunden sowohl intrinsisch als auch extrinsisch motiviert, sodass es keiner weiteren Belohnung in Form von Lob oder Geld bedarf.

Suggested Citation

  • Elena Bassemir & Christian F. Koof & Marion Büttgen, 2016. "Ich fahre wie ich will – Eine experimentelle Untersuchung zur Selbstbestimmung und Motivation von Kunden im Carsharing-Bereich [I Drive as I Want – An Experimental Study Concerning Self-Determinati," Schmalenbach Journal of Business Research, Springer, vol. 68(2), pages 193-227, July.
    • Handle: RePEc:spr:sjobre:v:68:y:2016:i:2:d:10.1007_s41471-016-0009-6
    DOI: 10.1007/s41471-016-0009-6
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    References listed on IDEAS

    as
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