Means-end Chain Theory Research Articles

Analisis Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan E-Commerce Shopee

This study explores the impact of service quality on customer satisfaction and loyalty on the Shopee e-commerce platform, using Means-End Chain Theory (MEC) as the theoretical foundation. The research employs a quantitative method, with primary data collected through an online questionnaire. Conducted in Yogyakarta, the study involves 260 respondents selected using purposive sampling, targeting users of the Shopee app or website. The data is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study measures five dimensions of service quality: efficiency, fulfillment, privacy & security, responsiveness, and accessibility. The results show that efficiency, accessibility, privacy & security, and responsiveness have a positive and significant impact on customer satisfaction. In contrast, fulfillment does not significantly affect satisfaction. For customer loyalty, efficiency and responsiveness have a significant impact, while accessibility, privacy & security, and fulfillment do not. These findings provide valuable insights for Shopee to enhance specific aspects of service quality to improve customer satisfaction and loyalty.

The Impact of Omnichannel Integration, Perceived Value, and Omnichannel Shopping Habits on Continuance Intention: Focusing on the Means-End Chain Theory

The Impact of Omnichannel Integration, Perceived Value, and Omnichannel Shopping Habits on Continuance Intention: Focusing on the Means-End Chain Theory

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.

Paradigm of symbiosis as a mechanism of artificial intelligence and customers’ patronage decision in the hospitality sector: the moderating role of customer engagement

ABSTRACT Study aims to explore the effect of artificial intelligence (AI) performance on customer values and patronage decisions; determine the relationship between AI service enhancement and various levels of perceived value; and adopt customer engagement as a moderator that affects customer value and patronage decision. Study adopts the Means-End Chain theory, synthesised by the Multi-Attribute Value theory to integrate AI performance and perceived values. Adopted quantitative approach and structured equation modelling and study are based on a total of 418 valid samples. Shedding light on how AI resources can be effectively managed within the service paradigm during customer interactions and AI services, this study is expected to offer theoretical and practical insights. Results contribute to the theoretical framework surrounding the relationship between AI and customer patronage decision making, thereby enriching the AI academic field. The study advocates for a symbiotic understanding of AI and customer engagement for improved service performance.

Virtual tourism attributes in cultural heritage: Benefits and values

The rapid development of virtual tourism is an opportunity for cultural heritage sites. This study combines the means-end chain theory with the Kano model to explore cultural heritage sites' virtual tourism attributes, benefits, and values. We obtained 29 attributes, 23 benefits, and 14 values of virtual tourism, then discussed the hierarchical relationship among the attributes, benefits, and values. Also, the 29 attributes were classified according to their impact on user satisfaction. The results show that virtual tourism attributes can be divided into four aspects. In addition to the technical attributes, people often attach more importance to the content attributes as their basic requirements. Convenience is the core value of virtual tourism, followed by learning, entertainment, immersion, uniqueness, the sense of novelty,comfort and the sense of participation. It expands and deepens the theoretical framework of virtual tourism and provides theoretical guidance for developing and marketing virtual tourism products/services in cultural heritage sites.

Reasons for Muslim and Christian white meat consumption: examples of England and Turkey

PurposeThe psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.Design/methodology/approachIn the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.FindingsIt has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.Research limitations/implicationsThis research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.Practical implicationsMarketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.Originality/valueThis study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

Organic food-buying intention drivers: a study based on means-end chain theory

PurposeUnderstanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its stakeholders. This study aims to (1) investigate whether OFC perceptions of the A-C-V impact their predisposition to purchase and buying intention; (2) examine the mediating effect of predisposition to purchase on the relationship between OFC personal values and their buying intentions and (3) verify whether consumers with distinct levels of organic food-buying intention perceive differently of the A-C-V, predisposition to purchase and consumption frequency.Design/methodology/approachThis quantitative study comprised 307 consumers who filled out a form about their perceptions of organic foods’ A-C-V and their consumption frequency, purchasing predisposition and buying intention. Partial least squares strutural equation modelling (PLS-SEM) tested the hypothetical model that resorted to the means-end chain (MEC) theory (Gutman, 1982). Cluster analysis based on OFC’s buying intentions compared their perceptions of the A-C-V, purchasing predisposition and consumption frequency.FindingsThe OFC’s perception of the attributes of these foods impacts the consequences of their consumption and values. Such values positively influence their purchase predisposition and buying intention. Predisposition to purchase measured the relationship between OFC values and purchase intention. Three OFC clusters were identified according to their buying intentions. Such groups perceive the A-C-V singularly and have different purchasing predispositions and consumption frequencies.Originality/valueOFC values directly influence buying intentions. However, the predisposition to purchase strongly mediates the relationship between values and buying intentions, producing an indirect impact more notable than a direct one. It brings academic and managerial contributions to organic food stakeholders.

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.

How personal and social-focused values shape the purchase intention for organic food: Cross-country comparison between Thailand and Germany

Organic food contributes to environmental sustainability and is becoming increasingly popular worldwide, although it is generally more expensive than conventionally produced food. Rather different sets of values and motivations are driving consumers' purchase intentions in mature compared with emerging organic food markets. To inquire about similarities and differences in consumers' motives our qualitative, comparative study employs a series of in-depth interviews with organic-food-store clients in Germany and Thailand from February to May 2021. The analysis applied means-end chain (MEC) theory to map the mental decision-making processes. Results were interpreted and compared referring to the Schwartz Theory of Basic Human Value (STV). The findings show a rather similar values base of both samples in terms of the relevance of ‘quality of personal life’ and ‘personal well-being’. Substantial differences emerged in the Germans high emphasis on the values ‘health of environment’ and ‘social responsibility’ which were absent in Thailand, while Thais put great importance on the ‘responsibility for family’. Focusing on the five most important values in each country, we conclude a more personal-focused value system in Thailand, respectively a rather social-focused one in Germany. This paper contributes to the literature as it is one of the few qualitative studies on organic food purchase intention using MEC and STV and the first one conducted in Thailand. The findings provide valuable insights for producers and marketers to better address German and Thai consumers' needs to influence their purchase intention towards organic food consumption.

Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing

Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers’ goal achievement (e.g., self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.

Interior designers’ strategies for creating social office space

The rise of remote working has highlighted the importance of office spaces that support employees’ social well-being. However, there is a lack of explicit knowledge on how to design such spaces. In order to address this gap, this study explored the strategies employed by practitioners in designing social office spaces. In-depth interviews with fifteen experienced interior designers were analysed using means-end chain theory. This revealed the designers’ common aim to encourage informal social interactions through creating attractive, spacious, recognisable, and spatially integrated breakout spaces. Additionally, communicating group identity, promoting visibility, and offering a cosy atmosphere aimed to foster a sense of connectedness among employees. These findings not only enable more deliberate design decisions but also serve as valuable insights for less experienced designers. Moreover, the framework of design components, affordances and design objectives that emerged from this study can enhance communication between designers and stakeholders involved in office projects.

Nghiên cứu ý định mua hàng lặp lại trong thương mại điện tử

Repurchase intention is a very important goal for retail businesses in the competition in the 4.0 technology age. This study aims to explore the mechanism of forming repurchase intention in relation to perceived value and consumer satisfaction in e-commerce. Structural equation modeling was used to evaluate the relationship between perceived value, satisfaction, and repurchase intention. The results show that the role of satisfaction and perceived value positively affects repeat purchase intention. Research results support the means end chain theory and imply that retail businesses need to pay attention to policies to increase perceived value and satisfaction, thereby stimulating repeat purchase intentions of customers.

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.

The Influence of Green Consumption Values on How Consumers Form Overall Sustainability Perceptions of Food Products and Brands

Recently, increasing numbers of consumers have embraced higher green consumption values and expressed environmental concern through their shopping behavior. These consumers are a promising target group for sustainable products. However, especially in the food sector, it is challenging for consumers to recognize these products because of a multitude of sustainability indicators. Therefore, it is important to understand how green consumers form their perception of product sustainability based on the information provided. This research draws on means–end chain theory and the elaboration likelihood model (ELM) to explain how green consumers form an overall product sustainability perception by considering environmental and social product sustainability benefits. To provide preliminary evidence, we analyzed the survey data of 1,577 European consumers who assessed three different food products. Using structural equation modeling, we found that consumers with higher green consumption values perceive environmental and social sustainability product benefits to a greater extent than those with lower green values. Increased perceptions of environmental sustainability benefits, in turn, enhance overall product sustainability perceptions, ultimately leading to a higher perceived brand sustainability. By integrating and applying means–end chain theory along with the ELM in a green product consumption context, our study provides insight on the impact of environmental and social product sustainability benefits on consumers’ product sustainability perceptions. As such, the results offer a valuable starting point for further investigation of sustainable marketing strategies and consumers’ product sustainability perceptions. Additionally, our findings provide guidance to food marketers seeking to promote sustainable products.

개인 가치관이 관광만족도와 충성도에 미치는 영향 : 유네스코 세계문화유산 중국 공묘(취푸우曲阜)를 대상으로

The purpose of the present study was to gain a deeper insight into tourists’ satisfaction, focused on Confucius Temple (Qupuu) in China, one of the world cultural heritages. Thus, the current study aims to determine the understanding and perception of tourists visiting Confucius Temple (Qupuu); and empirically examine the structural relationship among individual values, tourist motivations, and the satisfaction and loyalty of tourists. the study uses the means-end chain theory to build a conceptual model. The questionnaires were designed through the review of prior research. After the initial instrument was refined, subsequently, the main study was carried out online for about three weeks, between November 11 and November 21, 2022. A total of 221 valid questionnaires were collected through the online survey. The validity and the reliability of the measurement model were evaluated, and then. the relationships between constructs were verified to identify the research hypotheses. The findings of this study reveal that, with the exception of the relationship between socioeconomic value and satisfaction, and the relationship between socioeconomic value and loyalty, the underlying dimensions have a significant effect on satisfaction and loyalty. The study shows how tourists view the cultural heritages, Confucius Temple (Qupuu) using the means-end chain theory. Implications for further study and managerial strategies in the field of cultural heritages sector are discussed.

Flesh Out Your Sustainability Marketing More Concretely! How Emphasizing Sustainability Benefits of Food Products Shapes the View Through Green-Tinted Glasses

Keywords: green consumption values sustainability benefits sustainability perception innovativeness perception food products means-end chain theory structural equation modeling

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.

Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites

PurposeDespite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands remains limited. Hence, this study aims to investigate the cognitive structures behind foreign brand preference among professional elites in Sri Lanka.Design/methodology/approachUsing the means-end chain (MEC) theory as the theoretical lens and building on the findings of 30 laddering interviews (semi-structured), a survey was conducted among 311 professional elites to uncover the key elements of the cognitive structures behind foreign brand preference.FindingsThe findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites', which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across Chinese and US COOs where the path coefficient is stronger for elites' preference for Chinese brands.Originality/valueThis study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites' preference for foreign brands.

Identity and values of street runners: a study based on the means-end chain theory

This study emphasizes the contributions of the means-end chain theory to understanding the relationship between attributes-consequences-values (A-C-V) and the identities of individuals participating in street running, a sporting practice that has been gaining followers in Brazil. The objective is to understand how the choice of street running rather than other sporting activities influences the identity reconstruction of its practitioners through A-C-V relationships. The study is qualitative and was conducted in accordance with the guidelines of the means-end chain theory, with data collected on 22 street runners analysed using the laddering technique. The results indicate that by identifying with street running, the runners mainly seek the values of pleasure and achievement. Street running is also marked by the attribute of collective (but also individual) practice. This flexibility of choice is reflected in how the runners relate attributes, consequences, and values in street-running consumption practices.

Residential preferences and satisfaction: a qualitative study using means-end chain theory

Residential preferences and satisfaction: a qualitative study using means-end chain theory