examination of vroom’s motivational theory: a new marketing strategy in consumers of online document delivery services: case study of shahid chamran university of ahvaz

this study aimed to identify and test expectancy motivational model as a theoretical framework to explain the reasons motivating expected information consumer’s behavior for the selection and use of document delivery services of shahid chamran university, ahvaz. in this study, explanatory survey method was used. in order to test the hypotheses and analysis of model’s data, covariance structural equation model-driven approach was used by amos software version 23. findings of analytical study shows that information consumers motivational model focusing on the three paths of expectancy, instrumentality and valence, and on the basis of the vie model, is able to explain information consumers’ behavior in the document delivery services of shahid chamran university; therefore, the vie model in this study was confirmed. also according to the proposed table (newstrom & davis, 1968), motivation level of information consumers in their behavioral motivation to use document delivery services of shahid chamran university of ahvaz was predicted to be average.