Demirhan Oğuzhan, Eskiler Ersin and Altunışık Remzi
Market segmentation and consumer motivation are among the most important concepts utilized in the prediction and explanation of consumer behavior. Although fantasy sports consumption has shown a remarkable growth in recent years, there has been limited research on the characteristics of participants of this activity, motivational factors influencing participation, and the effects of these factors on consumer behavior and preferences. For this purpose, we aimed to reveal the motives of fantasy football consumers, to comprise motivational market segments, and to show the potential differences between the segments in terms of experience. In the present study, we used non-hierarchical clustering (K-mean analysis) and hierarchical clustering (Ward cluster algorithm) analyses to determine the number of segments. In addition, we analyzed the potential differences between segments using ANOVA and chi-square analyses. As a result, we found that fantasy football consumers were classified into three different segments (loyal gamblers, hedonists, and casual players) with a motivational basis for the different behavioral responses. According to difference analysis, the consumers who are in different segments were found to be statistically different in terms of consumption behavior and experiential characteristics. The theoretical and practical effects of the study results were evaluated for academicians and practitioners.
Ersin Eskiler, Summani Ekici, Fikret Soyer and Ihsan Sari
The innovative behavior of individuals in the workplace is the foundation of any high-performance organization, and thus a study on the factors that motivate or enable individuals’ innovative behavior is critical (Scott, & Bruce, 1994). Therefore, the aim of this research was to find the relationship between organizational culture and innovative work behavior (IWB) in tourism enterprises that market sports services. Considering the fact that IWB is crucial for tourism enterprises, exploring the factors that influence IWB could be beneficial. Correlation analysis revealed that IWB was found to be significantly correlating with cooperativeness (r=0.442, p<0.05), innovativeness (r=0.510, p<0.05), consistency (r=0.522, p<0.05), and effectiveness (r=0.554, p<0.05). Additionally, stepwise regression analysis, which was conducted to discover whether organizational culture predicts IWB, showed a significant model: F(2-131)=33.775, p<0.05. The model explained 33% of the variance in IWB (Adjusted R2=0.33). In general, our findings suggest that there is a relationship between organizational culture and IWB and that organizational culture significantly predicts IWB. As IWB is crucial for the enhanced performance and success of any organization, organizational culture should be organized in order to encourage employees in terms of IWB.