Means-end Chain Research Articles

CRITICAL E-LEARNING VALUES AND ATTRIBUTES: PERSPECTIVES FROM VOCATIONAL TEACHERS AND STUDENTS

ABSTRACT E-learning platforms are designed to meet user demands and enhance value, making it crucial to identify their key attributes. In vocational institutions, where teachers and students are integral co-creators of value, e-learning tools are used to enrich technical education. This study utilizes a means-end-chain approach to explore the critical attributes, values, and impacts of e-learning from the perspectives of vocational teachers and students. The study uses laddering techniques to identify the co-creation value based on the principles of Service-Dominant Logic, Means-End Chain Theory, and a list of values. A tool called APT Data Laddering Col&Cal was developed to analyze data on the laddering technique. The data is also validated with LadderUX software and subsequently used to generate a Hierarchical Value Map. The conceptual analysis results and the Hierarchical Value Map form the components of the developed model. By mapping the relationships between these attributes and the resulting values, the research identifies nine significant values: accomplishment, self-fulfillment, and a high-quality lifestyle, which stand out as the most prominent. The study also highlights that interactive elements such as games, quizzes, and videos play a significant role in facilitating value co-creation. The importance of this research lies in its ability to pinpoint how specific e-learning attributes contribute to value creation, offering valuable insights for designing e-learning models that better serve the needs of both educators and learners. Understanding these dynamics can significantly enhance how e-learning platforms are developed to effectively engage and benefit youth in vocational settings. Keywords: Value Co-Creation, Means-End-Chain, E-learning, Vocational, Youth

Increasing Yield more than Maintaining Fertile Soils Motivated the Choice of Climate-Smart Soil Technologies among Greater Lira Pigeon Pea Farmers

Pigeon pea farmers in Gerater Lira, Uganda, fight the adverse effects of climate change and deteriorating soil fertility. They are combining different strategies and adopting climate-smart soil technologies (CSS technologies) to maintain fertile soil and increase yields. The study explored how the motive for maintaining fertile soils affected CSS technologies' choice. A sample of 39 farmers participated in laddering interviews. Data was analyzed by the means-end chain (MEC) framework and the centrality index (CI) technique. MEC results indicate that farmers predominantly linked crop diversification, addressed dietary needs, increased yields, and increased incomes. In addition, they paid less attention to maintaining fertile soils. Results of the CI highlight goal priorities by gender subgroups with females aged at least 40 paying more attention to producing food, soil fertility, and improving health, while male farmers of the same age category were inclined to spread production risk. Results further showed that male farmers below 40 years of age tend to produce for markets and benevolent, while their female counterparts tend to maintain soil nutrients. Our overall findings could help in the development of targeted strategies to encourage a wider spread of CSS technology use for climate-smart agriculture. This could enhance agricultural resilience in the face of climate change. We recommend encouraging farmers to apply CSS technologies while considering the long-term effects they might have on soil fertility. we further recommend that farmers intensify residual retention to improve soil fertility without requiring money to purchase inorganic fertilizer.

Exploring female fitness app users' motivations and perceptions: A qualitative study.

Women make up nearly 60% of fitness App users and play an important role in the operation and development of these Apps. Despite the widespread adoption of fitness Apps in recent years due to their many physical and mental benefits, the use of Apps tends to be short-term, and user engagement is relatively low. Little is known about the factors that motivate female users to consistently use fitness Apps. This study aimed to study attributes of fitness Apps that are most likely to influence female users during their use of Apps. The means-ends chain theory and the soft-laddering interview technique were used to analyze the attributes that influenced females' perceptions of fitness apps, focusing on the features most likely to provide them with benefits and value. The results of the study indicated that instructiveness, interaction, personalization, ease of use, and convenience were the most important attributes valued by female fitness App users; peer support, entertainment, and exercise adherence were the most important consequences; and health, self-fulfillment, enjoyment of life and sense of achievement were the most important values. The findings provide researchers and management of fitness Apps and women's sports with valuable insights from the means-ends chain theory, as well as suggestions for applying App design and promotion.

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.

Turning Livestreaming Viewers into Game Players: Exploring the Impact of Game Streamers on Viewer Video Game Engagement Based on an Extended Means-End Chain Framework

This study aims to explore how perceived influence of game streamers affects viewer video game engagement. We propose a research model based on an extended means-end chain framework and validate this model through a two-wave field survey with 465 respondents. The results show that perceived attractiveness, perceived competence, and perceived trustworthiness are important attributes of perceived influence of game streamers. Additionally, viewer value perception—encompassing perceived utility value, perceived hedonic value, and perceived symbolic value—which is derived from watching game streaming, partially mediates the relationship between perceived influence of game streamers and viewer video game engagement. These findings not only provide insights into the psychological mechanisms underlying the impact of game streamers on viewer behavioral intention but also contribute to a better understanding of the contemporary game streaming landscape.

한⋅미 소비자의 “친환경 제품”에 대한 인식과 소비 행동에 관한 탐색적 연구 : 수단-목적 사슬 및 토픽 모델링의 적용

한⋅미 소비자의 “친환경 제품”에 대한 인식과 소비 행동에 관한 탐색적 연구 : 수단-목적 사슬 및 토픽 모델링의 적용

Residents’ support for Hyperloop development and their travel intention: a case study of Gyeongnam Province, South Korea

ABSTRACT The Hyperloop infrastructure development in Korea has become a multi-billion-dollar project. Although Hyperloop trains will bring considerable benefits to local communities, little is known about how residents perceive Hyperloop infrastructure. Drawing from the means-end chain framework, this study explores the causal relationships between the perceived benefits of Hyperloop development, how residents perceive its value, whether they support Hyperloop, and their intention to travel on Hyperloop. A total of 592 residents of Gyeongnam Province, South Korea, completed an online survey. The results revealed that (1) the perceived benefits of Hyperloop development directly lead to a positive image and perceived value of Hyperloop trains; (2) the image of Hyperloop travel significantly influences its perceived value; and (3) perceived value directly influences residents’ support for Hyperloop development and intention to travel on Hyperloop trains. The study’s results contribute to the tourism literature, with implications for policymakers, tasked with promoting Hyperloop development.

Gendered trait prioritization and motivations for crop varietal choice among smallholder farmers: The case of sweetpotato in Uganda

To improve productivity, several improved high-yielding sweetpotato varieties have been developed and released by breeders. However, most farmers still grow low-yielding landraces known also as farmers’ varieties. Farmers choose varieties to grow based on their preference for the attributes (traits) embodied in those varieties. Past studies have examined drivers of trait preference using neoclassical economic theory. This study departs from previous ones by applying principles from economic psychology to assess preference for, and prioritization, of sweetpotato traits among male and female sweetpotato farmers. Data used was data collected using focus group discussions and laddering, an in-depth personal interview process, and analysed using descriptive and means-end chain analyses. The study identifies mental constructs associated with farmers’ trait preference and prioritization, namely: the characteristics farmers mentally associate with the prioritized traits, the benefits those traits confer, and the life goals (i.e. values) they enable farmers to attain. Focus group discussions revealed that, among agronomic traits, high root yield is the most preferred/prioritized trait across gender categories and was followed by stress tolerance and underground root storage longevity. The most preferred quality traits across gender groups are root size and mealiness. Women, however, prioritized early maturity over men. The means-end-chain analysis identified several mental constructs farmers mentally associated with trait prioritization. They are increased sales, more income, food security, savings, and investment. These benefits are linked to various life goals (values) farmers aspire for namely, respect, security, achievement, and happiness. These findings imply that farmers’ choice of sweetpotato varieties to grow is driven by the agronomic and quality traits the varieties embody. The findings further imply that psychosocial factors underpin trait preference and prioritization by farmers.

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.

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.

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.

Beyond the Plate: Exploring the Experiential Values of Meal Sharing

Most research on hospitality management emphasizes the significance of customer experience, primarily focusing on the interactions between service providers and customers. However, the emergence of a sharing economy has extended service provision beyond traditional interactions. This study focuses on the importance of customer experience in the context of peer-to-peer (P2P) service transactions. It investigates the experiential values of meal sharing from the perspectives of both hosts and guests. Adopting a means-end chain approach, 25 semi-structured interviews using the soft laddering technique were conducted to analyze the narratives by detecting a variety of attributes, salient consequences, and ultimate personal values of the meal-sharing experiences and the hierarchical linkages among them. Although economic benefits are often cited as key factors in P2P services, this study revealed that social and food well-being and unique experiences are the primary experiential values of meal sharing.

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.

A Means-End Chain Approach to Investigate Consumer Motives for the Choice of Bread Made from Heritage Cereals

ABSTRACT Intensive agricultural production methods are one of the main reasons for the loss of agrobiodiversity. To reduce this loss, one option is the on-farm preservation of genetic resources. For on-farm preservation to be successful, the cultivation of heritage cereals has to be made attractive for farmers. While there are some studies exploring the perception of heritage cereals, endangered species and heirloom vegetable varieties, there is still a lack of research on consumers’ purchase motives. To close this gap, we combined soft and hard laddering and focused on bread made from heritage cereal varieties. First, we carried out 42 laddering interviews with consumers in four German cities, and second, we conducted a Germany-wide online survey including a hard laddering with 1200 consumers. We found that the psychosocial consequences health and naturalness dominate when purchasing bread made from heritage cereals and could be relevant elements of marketing communication strategies.

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.