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Factors of Recommendation Behavior Participants in the Project "Active Citizen" of the Government of Moscow

Student: Kazakova Yuliya

Supervisor: Olga Konstantinovna Oyner

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2016

This thesis raises the issue of increasing the number of users of the project "Active Citizen" of the Government of Moscow due to the increase of the recommendations - NPS index. The purpose of this study - based on the identified factors that have the greatest impact on the behavior of users of the project recommendation "Active Citizen", to develop recommendations for improving the project. The work deals with topics such as: WEB 2.0, Government 2.0, loyalty, satisfaction, WOM effect, motivation to participate in crowdsourcing on the basis of self-determination theory. Based on analysis of 278 responses of participants of the project, two hypotheses were confirmed: H2. "Participants of the project" Active Citizen" can be divided into clusters with significantly different motivational complex" and H3: «Index NPS of loyal clusters is significantly different from the index NPS of the critics”. H1 hypothesis was not confirmed. "Motivational factors in the project “Active Citizen” can be combined into 5 types of motivation", as it was made a factor analysis, which revealed a complex of 4 complexes of motivation. On the basis of the motives of the data was carried out cluster analysis, which allowed to allocate 6 clusters of users, "Curious" - loyal cluster; "No performance determined" - neutral cluster; "Democrats" - loyal cluster; "Materialists" - neutral cluster; "Activists" - loyal cluster; "Slaves" - a cluster of critics. This NPS index of the project is rather low 20.14%. For each of the clusters were built 2 Needs and Gaps cards, as well as 2 regression models. On the basis of these results recommendations for increasing NPS indexes were developed in 4 directions: actualization motives of participation in the project; satisfaction with the project specifications; relevant topics for voting; completion of prizes. It is important to emphasize that the recommendations have been developed with a mark, for which of the clusters is the most important.

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