How to increase motivation on E-mart application?

kim,ayeon(0946008)Park,hyosun(0946012)

Yu,jiyoung(0946022)Ha,kunhee(0946034)

Logical WritingSpring, 2011

Contents

The Analysis Outline

CIS question

The analysis of learner

The Analysis of Motivation

1

2

3

4

5

The BackgroundThe TargetThe Objective

Analysis toolQuestion & answer

The strategy AttentionRelevanceConfidenceSatisfaction

11.4%5.5%

Housewives

11.6%

24.7%

The Tar-get

The analysis outline

• This article says that using smart phone become higher and popu-lar. In particular, the usage of 40’s increases largely. The use of housewives also grows rapidly.

in forties

The Back-ground

The analysis outline

• Smart phone users are now up to tens of thousands. However, house-wives are not familiar with the smart phone, so cannot have enough ben-efits by using smart phone. Espe-cially economic benefits.

• Thus, we make housewives to use “E-mart today” application by smart phone to get economical value.

TheTarget

• Our target is a full-time 6 housewives.

• They are very common house-wives and approximately 40~50 years old. And, relatively they have low motivation to use the smart phone application.

The analysis outline

The ob-jective

• Using “E-mart today” applica-tion that makes economical benefits. In specific, housewives can save money about 10% by using function of this app prop-erly.

• We will check the result with receipt and shopping list

The objective

sale informa-tion

• weekly newspapers- sale mer-chandises, event prod-ucts

coupon book

• you can get coupon same as coupon in the phone.

E-mart live

• live-share in-formation about time sales with other cus-tomers

point-card

• you don't need to take point card. just show your phone.

shopping re-port

• show latest 3 months' shopping list. analyze buy-ing pattern and give rele-vant coupon

Main function of “E-mart today” application

The objective

The analysis tool

Observation Checklist Interview

•We have questions about why 40~50 housewives don’t use e-mart applica-tion from observa-tion of mother.

•Asking actual frequency of application and using time in a day•Asking self-check ques-tions to define the level of application attitude.

•Related to survey and checklist, ask-ing housewives more deeply about motivation

Checklist

Checklist

1) Actual frequency of application(in a day)0time-3/1time-2/2times-1 = 0.67

50%

33%17%

2 times 1

1 time2

0 time3

Checklist

2) Using application time(in a day)0min-3/1min-1/2min-1/4min-1 = 1.17

Too small

50%

17%

17%17%

2 min1 4 min1

1 min 1

0 min 3

Checklist

Q.1 A Check the degree of interest using the app(1.5) Q.2 A/R Check the degree of familiarity using the app(0.8 ) Q.3 R Check the degree of usefulness achieving your goal (1.2) Q.4 C Check the degree of utilizing the app successfully (0.5) Q.5 S Check the degree of satisfaction using the app(1.4) Q.6 ARCS Check the degree of usage actually(1.3) Q.7 ARCS Check the degree of curiosity or use more than current situa-

tion (0.2)

Compare checklist : start of course from After the course

– from zero(low) to five(high)

Checklist

average of results0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

1.5

0.81.2

0.5

1.4 1.3

0.2

Q.1Q.2Q.3Q.4Q.5Q.6Q.7

Checklist analysis

• Especially “Check the degree of curiosity or use more than current situation (0.2)” is quite low.

• All aspects of A,R,C and S have problem. Not only one of them has big problem, but also most of them are related with other compo-nents.

• In tactics, we have to cover a number of vari-ous components.

Interview

1. Why you don’t use e-mart application very much?– We make deeper interview from checklist. Ac-

cording to checklist which can define what is lowest part of checklist, we ask suitable question.

2. What can make your motivation go up?– We can define what situation, task, approaches

make their motivation go up.

Interview 1. Why don’t you use e-mart application very much?

• 56-year-old, kim 00

• 49-year-old, Lim 00

“Application is quite difficult to use. Old people can’t do it. I like traditional way, which is just going to the market to compare each product”

“Even I achieve it, I don’t have any reward from it. Even, it is selective course not necessary course at all. I was busy to do the housework”

• 51-year-old, Parck 00

• 46-year-old, Lee 00

Interview 1. Why don’t you use e-mart application very much?

“Well....its function is too diffi-cult.”

“Of course I learned it before but now that it actually difficult to me..

Isn't it for young people like student? well. As for me, paper coupon is more convenient than

electron coupon.it's inconvenient and too complex...

Attention

NOT access at all

Do not want to use because of tiresomeness

Do not have interest with information about E-mart today

Interview Analysis 1. Why don’t you use e-mart application very much?

Relevance

They think it’s just young-people’s thing. They are not related in that

They can’t assure how much they get benefit

They can’t imagine themselves ‘before& after’ they use

Interview Analysis 1. Why don’t you use e-mart application very much?

Confidence

They assume using application is difficult because they think they are too normal to use the newest thing

They experienced trouble before when utilizing similar appli-cation. So they become lethargic

They don’t make an effort because they have low self-control

They give up early when downloading coupons

They don’t know their economical benefit exactly because they haven’t got feedback and visible result

Interview Analysis 1. Why don’t you use e-mart application very much?

Satisfaction

They think there are differences between young people and them. Young people can easily get good results for their effort. So they think it is not fair.

They don’t know their economical benefit exactly so they think they are getting low extrinsic rewards

Because of discordance between the result and their expectation, they got low intrinsic satisfaction.

They don’t have interest because there’s no one who is using same application (balance theory)

• Ensure reward visualize• Achieve recognition • Using visual image (not just verbally lecture)• Effective in my life• Familiar learning environment• Interesting subject• usefulness in reality

.

.

.

Interview 2. What can make your motivation go up?

Interview Analysis2. What can make your motivation go up?

Concepts & Process Questions Main Supporting Tasks

A1:Perceptual arousalWhat can I do to cap-ture their interest?

1. Using the video E-mart application shows that remarkable news that “The rate of using e-mart mall application is rapidly in-crease among housewives up to two times in a month”

2. Video also shows a traditional housewife interview which she can decrease the sum of food expenses even though, the total market prices increases about 3% in these days.

→ perceptual arousal theory→ novel approaches

A2: Inquiry arousalHow can I stimulate an attitude of in-quiry?

Ask housewives “Even you always consider how to reduce money and already know discounting application saving money, why don’t you using that application like in video application user?” →In drive theory →cognitive dissonance(congruity)

A3: VariabilityHow can I maintain their attention?

1. They make a group to discuss about “why don’t I use applica-tion”, “What is good point of this application”

2. Professor demonstrates the E-mart today application.→ overcome boredom→ sensational seeking

Concepts & Process Questions Main Supporting Tasks

R1:goal orientationHow can I best meet my learner’s needs?

Tell the relevance between how successful using of this app and their future goal accomplishmentmake them write down their different image about before and after using the app. →generate the potential connections to their future needs and goals→tolman’s expectancies

R2: motive matchingHow and when can I link my instruction to the learning styles and personal interests of the learner?

1.Introduce role model2.Group activity like discussion with role model →have high needs of relationship →mcclelland’s focus on three needs: achievement, affiliation, power.

R3: familiarityHow can I tie the in-struction to the learner’s experience?

1.introduce the concrete example closely related to them: their well-known friend received lots of discount benefits through using this app. 2.give salience to a fact that using this app is not so much different from prior methods like paper coupon.→achieve relevance through use of concrete examples and telling familiar to them

Concepts & Process Questions Main Supporting Tasks

C1.Learning requirements How can I assist in building a positive expectation forsuccess?

clarify concrete evaluation method and the aims of the lessonnotify them that they don’t need to all the function of the ap-plication→have locus of knowledge→get rid of learned ethargy

C2.Success Opportunities How will the learning expe-rience support or enhance the learners’ beliefs in their competence?

1. teach them skills from the easiest to the hardest→phase learning method→stimulate their Self-efficacy

2. through the indirect experience→have high confidence.

C3.Personalcontrol How will the learners clearly know their success is based upon their efforts and abilities?

1. using checklists →give them feedbackthey can link their skills and outcomes easily

2. survey them occasionally

S 전략

CIS question After the course, we develop the 18 questionnaire to measure motiva-

tion difference of housewives affected by the course.

1. The things I am learning in this course will be useful to me.2. I feel confident that I will do well in this course.3. This class has very little in it that captures my attention.4. You have to be lucky to get good achievement in this course.5. I have to work too hard to succeed in this course.6. I do NOT see how the content of this course relates to anything I already know.7. getting good result is depends on me.8. The contents of the learning was difficult to me.9. Through this course, I feel satisfaction.10. I feel interest about the contents of learning.11. the course was interesting.12. I am satisfied with the learned contents.13. the contents of learning is accord with my expectation.14. It is important to make an effort in class to reach my goal.15. the course is different and novel.16. I usually loose concentration in class.17. I have attention from asking questions in class and given questions.18. I have enough feedback and check what I was really good or not.

Thank You