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題名:行動電話購買行為研究--「方法-目的鏈」之運用
書刊名:傳播與管理研究
作者:邱魏頌正 引用關係李梅菲
作者(外文):Chiou Wei, Song ZanLee, Mei-fei
出版日期:2002
卷期:1:2
頁次:頁213-237
主題關鍵詞:方法-目的鏈產品屬性價值觀世代行動電話Means-end chainProduct attributesValueGenerationMobile phones
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:26
本研究以近年來迅速發展幾成為民眾生活必需品,但以往研究卻極罕涉及的行動電話話機為研究商品,將消費者在進行選購時,所考慮的產品屬性、清費結果與影響選擇的個人價值,利用「方法─目的鏈」(Means-End Chain) 的分析方法,將 三者做一連結,並探討產品屬性、消費結果與個人價值間的關係。此外,因考慮各世代擁有不一樣的生活經驗會形成世代間不同的價值觀,本研究亦針對不同世代的個人價值觀,及受到個人價值影響的消費結果、產品屬性選擇上之差異進行研究。本研究以相關分析檢定產品屬性、消費結果、個人價值之關聯性;以單因子變異數分析檢定世代別於產品屬性、消費結果、個人價值之差異性。並利用產品屬性、清費結果、個人價值之相關性勾勒出整體消費者及各世代消費者於行動電話購買決策過程中「方法─目的鏈」的連結網路。最後研究發現:一、產品屬性、消費結果與個人價值間之相關性存在;二、世代所重視的個人價值、消費結果及產品屬性存有差異;三、世代間行動電話購買決策之「方法─目的鏈」聯結網路有其差異。
The authors proposed a means-end chain model of purchasing behavior of mobile phones, integrating the separate literature on product attributes, consumption consequences and individual value. The model was also utilized to analyze the differences among different generation profiles. Data from our sample shows most of the hypothesized mediational paths to be significant. The research cautions against arbitrary use of demographic data for targeting promotional efforts and offers an approach to constructing an understanding of psychological process that mediates between consumer's demographics and their market behaviors.
期刊論文
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18.Gengler, C. E.、Mulvey, M. S.、Oglethorpe, Janet E.(1999)。A means-end analysis of mothers' infant feeding choices。Journal of Public Policy & Marketing,18(2),172-188。  new window
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25.Kamakura, Wagner A.、Novak, Thomas P.(1992)。Value-system segmentation: Exploring the meaning of LOV。Journal of Consumer Research,19(1),119-132。  new window
26.Goldenberg, Marni A.、Klenosky, David B.、O'Leary, Joseph T.、Templin, Thomas J.(2000)。A means-end investigation of ropes course experiences。Journal of Leisure Research,32(2),208-224。  new window
圖書
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