Hierarchical Value Map Research Articles

Exploring the customer perceived value of online grocery shopping: a cross-sectional study of Korean and Chinese consumers using Means-End Chain theory

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers’ online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process’s implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers’ value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.

All we crave is pleasure! The motivation behind millennial men's clothing store choices when purchasing semi‐formal/smart workwear for themselves

AbstractMulti‐method research was conducted in South Africa to explore the personal values that shape millennial men's clothing retail store choices when purchasing semi‐formal/smart workwear for themselves. The qualitative phase comprised in‐depth, personal interviews with 25 participants, implementing soft laddering to elicit the preferred attributes and desired consequences that drive clothing retail store choices. These ‘easier to communicate’ properties formed the crux of the phase 2 measuring instrument. The online quantitative questionnaire, an interactive version of the established Association Pattern Technique (APT), was completed by 408 millennial men as part of the means‐end chain (MEC) procedure. The stepwise process produced a series of hierarchical value maps (HVMs), disclosing two prominent underlying personal values that drive millennial men's clothing store choices. ‘Pleasure’ emerged as the most prominent personal value, signalling millennials' high regard for enjoyable shopping experiences. The importance of a sense of ‘security’ should also be noted. Accordingly, the underlying forces that drive this financially lucrative cohort's clothing retail store choices extend beyond the marketing principles taught in business schools. Retailers will, therefore, have to delve deeper to understand their target markets' needs to prosper in a highly competitive marketplace.

Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach

PurposeThis study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety.Design/methodology/approachThis is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision.FindingsConsumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety.Research limitations/implicationsIt is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements.Practical implicationsThis study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices.Originality/valueThe research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.

Hierarchical value mapping of diners in Macao's casino restaurants

PurposeThis study explores the linkages between various attributes, consequences and values of casino restaurants and the differences in the hierarchical value maps between female and male customers and between casino players and non-casino players.Design/methodology/approachThis study was conducted using the means-end chain (MEC) theory. The data were collected using the hard-laddering method. Two hundred forty-one responses were analyzed.FindingsAttributes such as “taste,” “reasonable prices,” and “discounts” were associated with the values “personal happiness,” “considered,” “life satisfaction,” and “life-quality enhancement” at casino restaurants. Males were found to hold “prompt services” as important when dining at casino restaurants, while females held a “spacious environment” to be critical. Furthermore, “use of casino complimentary credits” was important to casino players, while “free parking” and “comfortable seats” mattered for non-casino players.Practical implicationsIt is suggested that casinos add more Asian cuisines in their casino restaurants in Macao to attract customers who value culinary and cultural exploration while simultaneously satisfying tourists from neighboring regions who wish to enjoy familiar foods when they visit Macao. In addition, the authors recommend that casinos develop menu items that can be served quickly to casino players.Originality/valueThis study is based on the MEC theory and broadens the range of studies on casino restaurants. Furthermore, it provides useful information to guide casino restauranteurs in developing their marketing and operational strategies for different customer segments.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

AbstractMany established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

From consumer values to attributes of natural health products for concentration and cognition: insights from a means-end-chain study

PurposeThis paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning.Design/methodology/approachBased on the means-end chain approach, in-depth laddering interviews with 26 consumers of NHP were conducted in Germany from October to December 2020. Qualitative content analysis was applied and a hierarchical value map over the dominant association was built and analyzed.FindingsFive terminal values were found to be relevant for NHPCC decision-making. The personal focused values security, self-direction and stimulation are via health mainly associated with trust and a conscious decision-making, which is linked to the product attributes of effectiveness, tolerance and declaration. Social focused values of universalism or benevolence guide attention on the attributes of sustainability and regionality.Originality/valueThe study contributes to close the knowledge gap concerning the linkages between abstract values and concrete product attributes of NHP through associated consequences. To the best of the authors’ knowledge, this is the first study that analyzed these links for NHPCC, although such products are gaining more interest among companies and consumers. Companies can benefit from the outcomes by developing more consumer-centric product concepts and marketing communication strategies for NHPCC. Due to higher attention on relevant information, consumers’ decision-making could become safer and more conscious.

Applying means‐end chains theory to understanding psychological cognitive structure of online video sharing platforms: A study of user behavior in TikTok

AbstractThe means‐end chains theory was used in this study to explore the attributes most valued by TikTok users and to examine the resulting psychological values generated. Laddering interviews were used for content analysis and “online video sharing platform attributes—user consequences—personal values” psychological cognitive structures, from a perspective of the user were constructed using the structural implication matrix and hierarchical value map. A total of 34 elements were identified from the results of the study. The categorization of attribute elements was also expanded to include motivation for social media communication and interaction, which have not been previously explored. The results showed that diverse video genre, interesting video content, easy‐to‐use interface, visual effects application, and community sharing and recommendation are key platform attributes valued by users. The facilitating observational learning, promoting the joy of life, raising convenience, having fun with friends, relieving emotional stress, and other user consequences were generated by platform attributes. And lastly, personal values such as a sense of accomplishment, fun and enjoyment of life, warm relationships with others, and sense of belonging were gained. In addition, the study also finds that there are differences in the psychological cognitive structures between genders and that the correlations and influences among the elements have different degrees of significance. These findings can give marketers and policymakers a better understanding of the behavior of TikTok users and help them develop better strategies for marketing and promotion of the platform.

Parents' food choice for their preschool-aged children: A means-end investigation.

Despite the growing literature on the importance of parental feeding practices, the factors that influence how parents make decisions regarding the foods they offer to their young children are not fully understood. Means-end theory and its associated methodology known as laddering provide a useful framework for characterizing the relationships between the attributes of a choice option (e.g., a food item), the consequences (i.e., the benefits or costs/risks) associated with those attributes and the personal values (i.e., enduring beliefs) those consequences help reinforce. The present research uses this means-end perspective to enrich our understanding of how parents make food choices for their preschool-aged children. Interviews were conducted with parents (N = 33) of 3- to 5-year-old children to explore the factors underlying parents' decisions regarding the foods they recently offered, prefer to offer and avoid offering to their preschooler. The resulting data were transcribed, content analysed and summarized in a series of summary diagrams known as hierarchical value maps (HVMs). Study results indicate that although most parents reported trying to make food decisions because they want their child to be healthy, factors such as avoiding fights/battles and low perceived likelihood their child would eat a food may be barriers to offering certain foods. Taken together, these study findings enhance our understanding of the range of meanings underlying parents' food choice decisions and suggest opportunities for interventions to improve the quality of foods that parents offer to their children at home.

Exploring customers’ values from subscribing to a streaming service - The case of Netflix

Streaming services (music, movies) via the Internet has changed the entertainment habits of Vietnamese significantly and has a huge potential to develop. The penetration rate of video streaming services was 5.2% and it has been rising to reach roughly 7.4% by 2025. The competition in this service is also increasing with the participation of many domestic and international competitors, such as iFlix, Apple TV, FPT Play, and Zing TV. The purpose of this study is to explore the values of users when subscribing to one streaming service. The research context employs Netflix service provider to collect data with the following objectives: (1) to identify attributes of Netflix from the perceptions of users; (2) to identify the links between these attributes and personal values of users through consequences; and (3) to propose managerial implications for streaming service providers to attract more subscribers. The paper employs soft-laddering interviews to collect data from 24 respondents and is based on means-end chain theory. The research findings have explored 17 Attributes (A), 29 Consequences (C), and 08 Values (V). The extended association pattern technique APT is used to analyze data and Hierarchical Value Map (HVM) is constructed to show all A-C-V linkages. Finally, managerial implications are proposed to service providers to improve their services.

Cognitive structures of restaurants' characteristics, consumers’ perceived benefits and values about medicated diet restaurants: A means-end chain approach

As individuals have become increasingly interested in maintaining a healthy lifestyle, foods that provide medical cures and prevent diseases have captured an important share of the food market. However, there has been a lack of research explaining the behavior of consumers who frequent restaurants that offer foods with medicinal value. Therefore, this study investigates the complexity of these restaurants and the distinctive benefits and value they provide. By using a means-end chain approach, this study analyzes the hierarchical nature of the characteristics of these restaurants and the consumers’ perceived benefits and the underlying values they hold. Fifty open-ended interviews were conducted with customers of restaurants that cater to a medicated diet to construct hierarchical value maps. We identified 12 characteristics, 14 perceived benefits and five values. Our results provide restaurateurs who propose nutraceuticals on their menus with insights to develop effective marketing strategies to increase sales.

Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach

PurposeMillions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).Design/methodology/approachMeans-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.FindingsThe results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.Originality/valueThe prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.

Virtual tourist motivation: the differences between virtual tourism and on-site tourism

ObjetivoEl turismo virtual se ha popularizado en los últimos años. Sin embargo, aún existe un vacío en la investigación sobre la motivación del turista virtual. El estudio pretende identificar la motivación del turista virtual y explorar la relación entre el turismo virtual y el turismo in situ (real).Diseño/metodología/enfoqueEsta investigación identifica la motivación del turista virtual basándose en la teoría de la cadena medio-fin (MEC). Se realizaron entrevistas escalonadas a 32 encuestados para construir un mapa jerárquico de valores. Además, se elaboró un análisis de la motivación del turismo virtual y del turismo presencial basado en una revisión de la bibliografía pertinente.ResultadosEl estudio exploratorio reveló 12 atributos, 9 resultados y 4 valores que los turistas virtuales desean alcanzar e identificó 5 MEC en los que la autosatisfacción es la motivación basada en valores más importante. En comparación con las motivaciones del turismo in situ (real), el turismo virtual muestra posibilidades de sustituir, complementar y ampliar el turismo in situ (real) en determinadas circunstancias. Sin embargo, depende en gran medida de si los turistas se sienten atraídos por las características técnicas, la seguridad y las condiciones de experiencia del turismo virtual.Originalidad/valorEste estudio contribuye a comprender la motivación del turista virtual y ofrece perspectivas basadas en la motivación sobre la relación entre el turismo virtual y el turismo in situ (real). También se ofrecen implicaciones para la gestión sobre cómo atraer a los turistas potenciales en línea.

Push-pull factors and means-end chain framework of cyberloafing: a soft laddering study using LadderUX

PurposePrevious studies on cyberloafing have so far not focused on the interlinkages among push factors, pull factors, consequences of actions and value orientations of the employees in a comprehensive manner. The purpose of this study is to close that gap by integrating push-pull theory with means-end chain framework.Design/methodology/approachUsing a soft-laddering technique, semi-structured interviews were conducted with 21 Indian employees from various organizations with prior written consent. After performing the content analysis and preparation of ladders, an implication matrix and a hierarchical value map were constructed using the LadderUX tool.Findings“Upholding conversational conformity,” “achieving efficiency through noise cancellation,” “addressing occasional requirements,” “social networking as a coping mechanism,” “staying informed and sharing opinions,” “attempting job or profile alteration” and “fulfilling transactional obligations” turned out to be the seven prominent means-end chain patterns, with their respective push-pull factors, consequences and value orientations. This study also suggested the multifaceted character of cyberloafing in a continuum, from “serious-destructive” to “minor-positive” to “facilitative-productive.”Research limitations/implicationsThis study has been conducted by focusing on cyberloafing at physical workplaces and not in the context of distributed work environments.Practical implicationsThe findings of this study will enable organizations to frame an appropriate set of guidelines to control this behavior.Originality/valueTo the best of the authors’ knowledge, this study is the first to integrate the push-pull theory and means-end chain framework to explore the nuances of cyberloafing among employees.

Means-end chain generation with online laddering: A study on vertical farming with consumers in Singapore and Germany

Through rapid advances, vertical farming (VF) systems are becoming an addition to conventional agricultural practices that under increasing climate stress can contribute to more sustainable food production. The present research advances extant consumer research on VF by exploring how consumers associate the different characteristics of VF with the technology’s pros and cons, and how these link to their personal values. To this end, consumers’ cognitive structures relating to VF were uncovered through means-end chains (MECs) and laddering methodology. While both soft and hard laddering approaches remain in use, innovation and methodological development are focused on hard laddering. The present research contributes to this expansion by trailing a hybrid-hard laddering approach that is suitable for online surveys and large sample sizes while incorporating some aspects of soft laddering. Participants lived in Singapore (SG) (n = 547) or Germany (DE) (n = 537) and completed the laddering task after reading an information text about VF. Data analysis resulted in hierarchical value maps (HVM) which were compared by country and groups of participants with different attitudes to VF. Both altruistic and self-centred motives were key to acceptance of VF while energy use emerged as a concern. For some consumers positive linkages were established to “pleasure and enjoyment” and this may be harnessed to enhance uptake. The hybrid-hard laddering approach was successful in so far as the results fitted expectations. However, room for improvement exists.

UNDERGRADUATE MARKETING STUDENT RETENTION: THE ROLE OF PERSONAL VALUES

ABSTRACT Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student comments were gathered from two mid-sized (1 public, 1 private) institutions and analyzed using MEC. The findings show that marketing student retention was influenced by hedonism, power, achievement, and self-direction and, to a lesser extent, by the other-regarding value of benevolence. In addition, the hierarchical value map shows the importance of the industry category-building marketing courses to emphasize the industry and marketing environment. It must be recognized, however, that the strength of the industry category depends on how universities maintain their brand image and that image’s congruency with students’ personal values. Finally, the study results revealed that marketing course factors (e.g., course content and course excitement) and job security are fundamental attributes that enhance student retention.

Korean vegetarian values: ethics, sustainability and quality of life

PurposeVegetarian diets are increasingly common worldwide. Vegetarianism is no longer just related to food, but rather it evokes a deeper meaning, such as environmental sustainability and animal welfare. In Western cultures, many studies have examined how vegetarians' motivations relate to animal welfare, health and environmentalism. However, there is little research in this area in Asia, especially in South Korea, despite a growing number of vegetarians. This study identifies the hierarchical value maps (HVMs) of vegetarians to clarify why people choose to become vegetarians and investigates the negative aspects of these dietary types.Design/methodology/approachThe authors conducted in-depth, one-to-one laddering interviews with 33 vegetarians in South Korea based on the means-end chain theory. The laddering technique is a qualitative approach to determining connections between attributes, consequences and values.FindingsVegetarians tend to value an ethical lifestyle, sustainable future, ecological circulation, responsibility for nature, respect for life, respect for the weak and quality of life. HVM differs slightly among groups by the type of vegetarianism (vegan vs non-vegan vegetarians) and sex (females vs males). The most dominant cognitive structures toward vegetarian diets were “meat-free,” “no factory farming,” and “plant-based” (attributes); “health,” “environment-friendly” and “animal-friendly” (consequences); and “quality of life,” “ethical life,” and “sustainable future” (values).Originality/valueThis study offers insights into the motivations of Korean vegetarians, and they are not culturally different from those of Westerners as they relate to animals, the environment and health.

MALAYSIAN YOUTH EXPECTATIONS OF SOCIAL MEDIA INFLUENCERS (SMI)

The use of social medias has become more common now than before. Attachment to socialmedias has led to the rise of a new kind of ‘celebrity’ known as Social Media Influencer (SMI).The study aims to gain a better understanding of what the Malaysian youth expects from theSMIs. In particular, it explores the attributes of SMIs that attract followers and the underlyingbenefits sought after by them. Data for the study is collected using semi-structured interviews with 31 participants. Soft laddering technique was used to increase depth into the data which is then analyzed using means-end approach and presented in the form of hierarchical value map(HVM). The findings suggest that the consumption experiences of following and interactingwith SMIs are mainly intrinsic and hedonic. Malaysian youth generally follow social media influencers who are genuine, knowledgeable, motivational, relatable, and creative. The valuesgained from following social media influencers are mainly positive values such as trust,personal development, positivity, confidence, inspiration, knowledge, and personal well-being.

Behind the “specialty”: personal values that influence the behavior of specialty coffee consumers

PurposeThis study aimed to describe the cognitive associations existing among specialty coffee consumers through the means-end chain theory and personal values.Design/methodology/approachThe research follows a descriptive qualitative study that used in-depth interviews and laddering, to collect data among 40 interviews with regular consumers of specialty coffees in Brazil. The interviews were transcribed, and from the content analysis, the attributes, consequences and values that emerged in the discourse of consumers of specialty coffees were found. The categories were later classified – according to the level of abstraction – and inserted into the LadderUx® software to generate the implication matrix and the hierarchical map of values. The interpretation of results occurred in a descriptive way.FindingsBased on a hierarchical value map, the following personal values were identified: universalism, self-directed action, accomplishment, tradition and personal security. These values can be considered guides for consumption behavior. They are also related to consumption behavior that values technical attributes, such as roast level, packaging, aroma and flavor, and the relationships between these values and personal improvement, social relationships and recognition are relevant factors involved in decision-making.Originality/valueThis study presents the cognitive structure of Brazilian specialty coffee consumers. The coherent use of this information enhances the development of marketing actions involving communication actions, relationships with internal and external customers, new farm management strategies, direct trade with consumers and sustainable improvements in the production chain. These are the factors that can motivate the purchase of food, thus attracting new consumers to this emerging market.

Determining The Values and Attributes of e-Learning From Vocational Students' Perspectives

Value co-creation is created with the users when they consume or use the product or services. Value co-creation is exclusive among individuals but can influence the user's behaviour in using a product or service and in the users' cognitive space. E-learning as a service platform should deliver value that fulfils users’ needs. Thus, it is essential to identify users' critical features such as forums, videos, and rewards (referring to frequently or most used attributes) on the e-learning platform from the users' view and not the developer's perspective. Students as the primary users of e-learning are essential in creating and extracting users' co-creation values. This paper aims to identify the critical attributes and values from vocational students' perspectives using the means-end chain (MEC) methodology. The relationship among these elements would build a ladder and lead to the purpose of the research. Data were gathered from 151 vocational students using the MEC model and hard laddering – Association pattern technique (APT) technique and developed the summary implication matrix (SIM) and hierarchical value map (HVM). The results showed that students consider eight valuable values, with five dominant values: sense of accomplishment, helpful, self-fulfilment, excitement, and fun and enjoyment of life. Attributes such as games and quizzes, videos, chat forums, rewards, widgets, and apps contribute to co-creation values. Besides, vocational students tend to prefer simulation exercises and live streaming features. The significance of this study is to help identify the co-creation value based on critical elements on an e-learning platform. Building an e-learning platform based on the user's point of view is getting the users to use the system. Further, valuable insight into values may provide input for the design of the e-learning model from the perspective of value.

Minimal Human Interaction in Hospitals: Effective Online Registration System Design

This study investigated a hospital online registration system using data derived from qualitative and quantitative research and analyzed through the means-end chain (MEC) approach and Kano model. Initial qualitative surveys with 34 interviewees set up the questionnaire items used in a subsequent survey with 376 valid respondents to construct a Kano–MEC hierarchical value map (HVM). HVM depicts the innermost thoughts and cognitive structure of hospital online registration users. Findings showed that offering the functions of right-clicking the registration by department tab or by symptom of a disease and providing outpatients with instant messaging to know the progress of clinic appointment number are the most important features to rapidly improve user satisfaction. Future research may consider following the procedure used in this study to understand the actual needs of users and develop an efficient e-system for them.