| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kolmonen, Eetu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-09-12T06:02:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-09-12T06:02:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/83195", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilun kuluttajia ohjaavien motiivien ja kuluttajaa est\u00e4vien tekij\u00f6iden ymm\u00e4rt\u00e4minen on urheiluorganisaatioiden n\u00e4k\u00f6kulmasta eritt\u00e4in t\u00e4rke\u00e4\u00e4. Niiden ymm\u00e4rt\u00e4minen auttaa kyseisi\u00e4 organisaatioita tehostamaan markkinointia, kehitt\u00e4m\u00e4\u00e4n urheilutuotetta ja puuttumaan kehityskohtiin. Lopullisena p\u00e4\u00e4m\u00e4\u00e4r\u00e4n\u00e4 on\npyrki\u00e4 houkuttelemaan mahdollisimman moni potentiaalinen kuluttaja paikan\np\u00e4\u00e4lle urheilutapahtumaan.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 tekij\u00e4t, jotka motivoivat kuluttajaa seuramaan golftapahtumia joko paikan p\u00e4\u00e4ll\u00e4 tai mediav\u00e4litteisesti. Lis\u00e4ksi\ntutkimus selvitti sen, mitk\u00e4 tekij\u00e4t est\u00e4v\u00e4t kuluttajaa osallistumasta golftapahtumiin. Tutkimuksessa tutkittiin kuuden motiivin, yhdeks\u00e4n est\u00e4v\u00e4n tekij\u00e4n ja viiden mediav\u00e4litteisen kuluttamisen motiivin vaikutusta kuluttajien tulevaisuuden kulutusaikomukseen. Tutkimus oli kvantitatiivinen, jossa aineistonkeruumenetelm\u00e4n\u00e4 oli verkkokysely. Kysely\u00e4 jaettiin Suomen Golfliiton Facebook-sivuilla ja vastauksia saatiin yhteens\u00e4 134 kappaletta.\nTutkimustuloksista k\u00e4vi ilmi, ett\u00e4 motiiveista sosiaalisuudella oli positiivinen, ja\nest\u00e4vist\u00e4 tekij\u00f6ist\u00e4 sijainnilla oli negatiivinen vaikutus tulevaisuuden kulutusaikomukseen. Muilla motiiveilla ja est\u00e4vill\u00e4 tekij\u00f6ill\u00e4 ei ollut merkitsev\u00e4\u00e4 yhteytt\u00e4 tulevaisuuden kulutusaikomukseen. Mediav\u00e4litteisen kuluttamisen motiiveista ainut, joka vaikutti positiivisesti tulevaisuuden mediav\u00e4litteiseen kulutusaikomuksen, oli kulutuskokemuksen paraneminen. Tulokset olivat osittain\nristiriidassa aiemman tutkimustiedon kanssa, mik\u00e4 johtuu varmasti osittain\nsiit\u00e4, ett\u00e4 motiivit ja est\u00e4v\u00e4t tekij\u00e4t vaihtelevat urheilulajin, sarjatason ja katsojien\nominaisuuksien mukaan.\nK\u00e4yt\u00e4nn\u00f6ss\u00e4 tutkimustulokset osoittavat sen, ett\u00e4 tutkimuksen kohdeorganisaation Suomen Golfliiton olisi j\u00e4rkev\u00e4\u00e4 korostaa markkinoinnissaan golftapahtumien sosiaalisia mahdollisuuksia, ja pyrki\u00e4 viem\u00e4\u00e4n golftapahtumat mahdollisimman hyvien kulkuyhteyksien p\u00e4\u00e4h\u00e4n. Lis\u00e4ksi mediav\u00e4litteist\u00e4 kulutuskokemusta parantaviin elementteihin, kuten selostukseen, kommentaattoreihin ja tilastotietoihin olisi t\u00e4m\u00e4n tutkimuksen perusteella j\u00e4rkev\u00e4\u00e4 panostaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-09-12T06:02:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-09-12T06:02:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "52", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "mediav\u00e4litteinen kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "est\u00e4v\u00e4t tekij\u00e4t", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Golfin kuluttamisen motiivit ja sit\u00e4 est\u00e4v\u00e4t tekij\u00e4t", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202209124541", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "public", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "golf", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motiivit (vaikuttimet)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tapahtumamarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
|