Means-end Chain Analysis Research Articles

Consumers’ adoption of autonomous cars as a personal values-directed behavior

Autonomous cars are the future of transportation. Manufacturers’ success is, nonetheless, dependent on consumers’ adoption of such innovation. Past studies distinguish between factors contributing to autonomous cars’ adoption and those prompting resistance. Extant evidence does not explain, however, when and why certain factors both facilitate and inhibit adoption. Addressing this gap, we propose a personal values-directed perspective on consumers’ adoption of autonomous cars. Through a means-end chain analysis of 54 laddering interviews and an online survey, we show that personal values function as a sense-making mechanism in innovation adoption decisions. We propose a comprehensive set of consumer-perceived consequences arising from autonomous cars’ attributes, which explain adoption and non-adoption based on personal values. Notably, we show an innovative application of means-end chain analysis based on bipolar hierarchical value maps to investigate the adoption of highly novel innovations. Findings have implications for managers seeking to encourage the adoption of yet-to-be-commercially-launched innovations.

Solo traveler typology based on personal value: Incorporating cluster analysis into means-end chain

In recent years, the number of solo travelers has been steadily increasing, attracting more attention from the tourism market. However, both the tourism industry and academia have limited understanding of this group. This paper aims to delve into the decision-making process of solo travelers and establish a typology of solo travelers based on personal values. This research combines cluster analysis with means-end chain analysis to categorize solo travelers into four types: pleasure-seeking solo travelers, social solo travelers, exploratory solo travelers, and escape-oriented solo travelers. Each type of solo traveler emphasizes different attributes, consequences, and values in their solo travel experiences, and they also hold different views and attitudes towards solo travel phenomenon. By synthesizing the opinions of different types of solo travelers, this research reveals the key characteristics of solo travel, namely, “departing alone” and “enjoying one's own company.” These findings may provide insights for market segmentation and marketing strategies in the solo travel industry.

Exploring motivations for multimodal commuting: A hierarchical means-end chain analysis

Exploring motivations for multimodal commuting: A hierarchical means-end chain analysis

How Kenyan Potato Farmers Evaluate the Seed: Implications for the Promotion of Certified Seed Potato

Improving the quality of seed potatoes that smallholder farmers plant continues to represent one of the most important challenges of the potato sector in most developing countries to counter the long-lasting poor yields. This study aimed to better understand the way farmers choose seed potato by exploring the attributes they look for and the benefits they expect from them. We used means-end chains analysis in combination with Kelly’s repertory grid as an elicitation technique and disaggregated data for male and female partners. In total, farmers named 38 attributes they look for when selecting seeds. Farmers associate “good” seeds to those that are well-sprouted, have many eyes, are of a variety they know, are medium in size, are certified, and are undamaged. Most preferred attributes lead to a higher yield and consequently higher income which is the most predominant avenue for farmers to achieve their desired values in life. Female farmers mentioned fewer attributes and also pursued fewer values than their male counterparts. Users and non-users of certified seed were shown to use the same attributes to select their potato seeds. Non-users of certified seed thus seem to be aware of the benefits of certified seed even though they are not using it. The results from this study indicate that increasing the availability of certified seed is not necessarily a straightforward way of improving the quality of seed potato planted by Kenyan smallholder farmers.

Emerging technology as an essential factor in changing lifestyles and reshaping exercise behaviour in Taiwan

The COVID-19 pandemic has influenced various aspects of people’s lives; for instance, restrictions during the pandemic have forced people to think about sports participation and physical activity in new ways. There has been growing interest in technological interventions to support exercise-related behavioural changes in daily life; in particular, exergames designed to induce full-body movement offer alternatives to physical activity. Since Taiwan has a high rate of ownership of exergame-related equipment, it is worth examining players’ perceptions of using exergames for exercise. This study utilised a Means-End Chain analysis with in-depth laddering interviews to investigate Taiwanese perceptions of certain attributes of exergames as most likely to produce desired consequences in accordance with their values. The findings provide researchers and practitioners interested in the use of technology for exercise with valuable implications of Means-End Chain theory and structuration theory and suggestions for exergame design and promotion.

Fast food consumption among tourists and residents in Macau: A means-end chain analysis

ABSTRACT Fast food restaurants are important for both residents and tourists in Macau because they serve as a common cultural and organizational entity. The objective of this study is to identify the attributes, consequences, and value of fast food consumption among tourists and residents in Macau and to compare hierarchical value maps between the two different groups. Data were collected in fast food restaurants in Macau. A hard laddering method was utilized based on Means-end chain theory, in order to identify how attributes of fast food are connected to consumers’ final values. The findings indicate that good taste, brand reputation, and restaurant ambience are important attributes shared among tourists and residents. While brand familiarity and the lack of a language barrier were more important attributes to tourists, reasonable prices were the most important attribute that residents appreciated. This study provides useful insights that will enable fast food operators to develop and efficiently communicate their value propositions to their target customers.

A Performance Evaluation Matrix for Measuring the Life Satisfaction of Older Adults Using eHealth Wearables.

eHealth wearables can track users’ state of health, record their physiological data, and facilitate self-care. In this study, we examined whether they enhance older adults’ casual exercise willingness and life satisfaction. After reviewing the related literature, the performance and satisfaction of elements for older adults to use eHealth Wearables were determined. The elements were derived from the means–end chain analysis. Three dimensions, product attributes, beneficial consequences, personal values, and responding elements, were identified first. The Performance Evaluation Matrix (PEM) was then established to determine the elements to be improved. A total of 250 questionnaires were distributed, out of which 206 valid questionnaires were completed and returned. In the proposed PEM, the product attributes that were in the priority improvement zone were accessibility, learnability, usability, affordability, positioning, pedometer, heart rate monitor, and data feedback. These elements are the most essential properties in need of improvement.

Consumer motives toward cross-border e-commerce: means-end chain analysis

Consumer motives toward cross-border e-commerce: means-end chain analysis

Determinants of consumers' motivation towards ethnic food: evidence from Indonesia

PurposeThe research objective is to explore consumers' (those of ethnic origin and non-ethnic origin) motivation for choosing ethnic food.Design/methodology/approachA total of 120 respondents were approached at Padang restaurants in Jakarta, and personal interviews were conducted using soft laddering techniques linking to means-end chain (MEC) analysis. The associations among attributes, consequences and values were mapped into a graphical hierarchy to depict the cognitive structure of consuming ethnic food.FindingsThe unique and spicy taste of Padang food, as well as preferences for the cuisine, was identified as the determinants of consumption of Padang food. In addition, the Minang people still considered the food's origin and tradition when consuming it. “Financial security” and “happiness” were identified as the desired values that consumers want to achieve.Research limitations/implicationsThe extent to which acculturation affects consumers' decision-making on consuming ethnic food has not been significantly investigated.Practical implicationsPadang food can be promoted by highlighting its traditions and unique, spicy taste. These are key messages to attract consumers of Padang ethnic food.Originality/valueThe paper presents an original motivations and cognitive structures for eating Padang food.

Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption

As overconsumption has negative effects on ecological balance, social equality, and individual well-being, reducing consumption levels among the materially affluent is an emerging strategy for sustainable development. Today’s youth form a crucial target group for intervening in unsustainable overconsumption habits and for setting the path and ideas on responsible living. This article explores young people’s motivations for engaging in three behavioural patterns linked to anti-consumption (voluntary simplicity, collaborative consumption, and living within one’s means) in relation to sustainability. Applying a qualitative approach, laddering interviews reveal the consequences and values behind the anti-consumption behaviours of young people of ages 14 to 24 according to a means-end chains analysis. The findings highlight potential for and the challenges involved in motivating young people to reduce material levels of consumption for the sake of sustainability. Related consumer policy tools from the fields of education and communication are identified. This article provides practical implications for policy makers, activists, and educators. Consumer policies may strengthen anti-consumption among young people by addressing individual benefits, enabling reflection on personal values, and referencing credible narratives. The presented insights can help give a voice to young consumers, who struggle to establish themselves as key players in shaping the future consumption regime.

Understanding occupants motivation for resilient and sustainable traditional houses

The sustainability of traditional housing in the city is threatened by the development of lifestyles and economic demands. The occupants of traditional houses consist of several generations whose needs and desires are different but must follow the times. For housing to remain comfortable for occupants and keep up with the times, this research examines how the attitudes and motivations of residents towards the existence of the house they live in. The research in this paper studies how traditional houses experience development due to changes in the lifestyle of residents and how traditional houses can survive and adapt to changing times. By collecting data through semi-structured in-depth interviews with occupants of traditional houses and observations of traditional houses in Limo Koto Kampar Riau, this study collects data on community motivations in developing traditional houses. Through the Means-End Chain analysis, this paper aims to find development in traditional houses that they do. The results showed that the portion of the house that remained did not change and the part that experienced significant changes. The paper shows how traditional houses adapt to the lifestyles of residents and new functions.

Sharing Is Caring? Conflict and Value Codestruction in the Case of Sharing Economy Accommodation

Using the context of sharing economy accommodation in London, the current research adopts a stakeholder causal scope approach, to explore conflictual relationships between guests, hosts, and locals and support the development of effective conflict management strategies. The means-end chain analysis method is combined with the critical incident technique to investigate the causes of conflict and its consequences on the value cocreated during stakeholder interactions. Our findings indicate that interest, relationship, values, information, and structural issues can cause conflict, leading to a loss of personal, financial, environmental, material, and social resources. Unless resolved successfully, this may result in further loss of resources and value codestruction. This can negatively influence the environmental, social, and economic sustainability of sharing economy accommodation. Effective conflict management strategies, such as development of consistent policies and effective communication channels, are required to enable value corecovery and cocreation, through the recovery of lost resources.

Motivations influencing virtual supermarket shopping: An exploratory study using means-end chains analysis

Virtual supermarket shopping has entered a phase of commercial mainstreaming as retailers aim at broadening the customer base, especially in the context of COVID 19 emergence. With the expansion of...

Consumer motives toward cross-border e-commerce: means-end chain analysis

Consumer motives toward cross-border e-commerce: means-end chain analysis

Solving the Athleisure Myth: A Means-End Chain Analysis of Female Activewear Consumption

The athleisure phenomenon has initiated a fast-paced evolution in the activewear industry and challenged brands to design and market activewear that fulfills consumer needs. Existing sport consumer behavior research has neglected to understand the structural relationships that connect attributes of sport products with values of sport consumers to inform values-based product design and marketing strategies. The current research utilizes the means-end chain theory and its corresponding soft laddering method to investigate the activewear consumption experience of female consumers. Findings revealed means-end chain structural relationships connecting five product attributes to three end-state values through four consequences associated with activewear consumption. Findings extend the sport management literature by understanding how sport product attributes fit into abstract consumer values and drive practical implications to enlighten activewear design and marketing.

Economic and psychosocial factors associated with management of bacteria wilt disease in smallholder potato farms: Evidence from Kenya

Potato is a major food staple in the tropical highlands of Africa. However, its production is constrained by seed-borne diseases, with bacteria wilt (BW) being the most devastating and difficult to manage. Currently, there is no single e remedy for the disease. This paper uses Means-End Chain analysis to assess the psychosocial factors associated with the management of BW in potato production. It focuses on smallholder farmers in Central and Rift Valley regions of Kenya. The paper finds BW management is characterized by use of several practices, majority of which are ineffective in controlling the disease. They are, however, used mainly to increase yield, hence income and profits, and to achieve the personal values or life goals farmers aspire for. The paper concludes that BW management in smallholder potato farms is driven by both economic incentives (i.e., higher incomes and profits) and psychosocial factors. It discusses the implications of these findings for policy and practice.

Outcome-based contracting from the customers' perspective: A means-end chain analytical exploration

Within the context of servitization, manufacturing firms increasingly offer outcome-based contracts (OBCs) which sell the outcome of a manufacturing process instead of the resources required for outcome creation. While extant studies have focused on the provider's viewpoint, this research explores industrial customers' requirements and goals when sourcing OBCs. We report the results of laddering interviews with purchasing and engineering managers from 32 actual and potential OBC customers. Based on a means-end chain analysis we find that, in addition to organizational goals, such as reducing costs or ensuring reliable supply, individual goals of the decision-makers also play a key role when purchasing OBCs. Specifically, the risk of being held accountable for problems that may occur in an OBC's implementation and operation emerges as an important concern of decision-makers. In contrast to extant research, that highlights how OBCs transfer operational risk from the customer to the supplier firm, our study indicates that customers also perceive elevated levels of individual and organizational risk when making OBC purchase decisions. Against this backdrop, OBC salespeople should address both individual and organizational goals of key decision-makers in the customer firm and focus on building trust in the supplier's ability to realize and operate an OBC.

Not only the seed matters: Farmers' perceptions of sources for banana planting materials in Uganda.

The adoption of improved seed and other planting material in developing countries shows mixed results despite their potential to increase agricultural productivity. To arrive at a better understanding of the observed adoption rates, a lot of research is focused on finding the cultivars and variety traits that are attractive to farmers. Given smallholder farmers’ seed sourcing practices are often influenced by social ties and cultural norms, it is also relevant to understand where and why farmers seek to acquire planting material. In this study, means-end chain analysis was applied to understand farmers’ perceptions of formal and informal sources of banana planting material. Means-end chain analysis allows respondents to select and verbalize their own constructs to evaluate a product or service. These personally relevant constructs are subsequently linked to their personal goals via laddering interviews. We interviewed 31 Ugandan banana farmers from Western and Central region. Farmers associated formal sources mainly with improved cultivars, tissue culture plantlets and low levels of diversity. Informal seed sources were mostly associated with traditional cultivars, suckers and high levels of diversity. The goals farmers pursued while acquiring planting material, such as financial gains, food security, and to sustain and develop the household, were fairly similar among different groups of farmers. The means through which farmers aimed and preferred to pursue these goals differed and could be related to aspects such as gender, production scale and production goals. These differences among farmers preferences for particular sources indicate that not only cultivar traits should be tailored to farmers’ preferences and needs, but also the characteristics of the sources from which farmers access planting material.

Drivers of organic food choice in Germany\u2014the case of young adults

The purpose of this paper is to explore the values that underlie young adults’ purchase motivation of organic food. Online chat-based laddering interviews were conducted with 30 organic and non-organic consumers. A means-end chain analysis of the laddering interviews revealed several values of young adults that are relevant for organic food purchase. Values that were found in relation to organic food purchase were security, universalism, hedonism and benevolence. Values related to non-purchase of organic food were security, power, self-direction and hedonism. The results of this study show that both egoistic and altruistic values are relevant for young adults’ organic food purchase intention. When it comes to motivating young adults to become organic consumers, particularly the reasons for not buying organic food ‘too high prices’ and ‘lack of trust’ should be considered when developing well-targeted communication strategies.

Digital labelling in the retail environment: a domain-specific innovativeness perspective

Purpose This is an exploratory study leveraging a domain-specific innovativeness (DSI) perspective to understand adoption of QR code delivered mobile marketing. Specifically, the purpose of this paper is to explore the roles of “innovativeness” and “risk aversion” on QR code adoption and usage in the low-involvement context to address tensions between risk and innovation literatures. Design/methodology/approach Participants were assigned to “laggard” (n=19) and “innovator/early adopter” (n=19) segments using the DSI scale. A combination of qualitative reductionism (means-end chain analysis) and qualitative holism (semi-structured interviewing) was employed. Findings Confusion regarding the functionality and purpose of QR codes adversely affected willingness to use and utility perceptions. Source trust and information credibility emerged as key concerns for those considering QR codes, with consumer risk aversion and innovativeness orientations influencing the nature of trust concerns. A perceived lack of complementarity between QR codes and retail environments reduced perceived relevance. For low-involvement products, marketers should consider moving beyond brand-level communication to align offerings to the broader foodscape. Research limitations/implications Findings are limited to the low-involvement product context. Although DSI was considered, the impact of technological innovativeness was not explored. Future research may consider the impact of information provision at the broader foodscape rather than product-specific level when exploring QR code applications in the food domain. Originality/value This is the first study to explore the role of product category innovativeness, as distinct from technological innovativeness on the acceptance and usage of mobile marketing applications in the low-involvement context. This research builds on existing risk and innovation literatures and addresses tensions between these literatures presented by QR codes within the low-involvement context.