Means-end Chain Research Articles

An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors

Augmented buying power of East Asian consumers has resulted in increased interest in these markets. Wine is a particularly promising sector to target as the number of East Asians choosing to drink wine rises. In order to serve these markets, companies must understand factors influencing consumers’ choices. The objective of this research was to understand how Taiwanese and Malaysian consumers’ personal values influenced their consumption decisions about wine. The means–end chain framework and associated semi-structured interview technique, value laddering, was used to elicit consumers’ preferred product attributes, the consequences of these attributes and the values that underpin these consequences. Data collection involved intercepting foreign travelers from Malaysia and Taiwan in New Zealand (20 Taiwanese and 20 Malaysian) to partake in a wine choice interview. The resulting findings are exploratory in nature. Analysis revealed the most preferred wine attributes for Taiwanese were “Price” and “Sensory Aspects”—that these attributes were linked to consequences “Financial Considerations” and “Satisfy Senses”—which in turn were linked to personal values “Self Direction” and “Achievement”. For the Malaysian participants, the attribute “Sensory Aspects” of wine was most important, as was the value “Hedonism”. This study adds to literature related to beverage consumption decision making by exploring cultural aspects. It also offers suggestions for practitioners interested in targeting these consumers.

Psychological Values of Cycling around Taiwan: A Hierarchical Analysis of Value-Based Motivations

The purpose of this study was to explore the participating motivation, and obtained personal meanings and values of the cyclists around Taiwan. Total 60 cyclists participated in in-depth personal interviews, and means-end chain approach and the laddering technique were used to uncover the value-based motivations. Thirty-nine categories were obtained, such as 12 attributes, 19 consequences and 8 values, which reflected the complicated motivations of the cyclists. The characteristics of enjoying scenery with a flexible itinerary appealed to cyclists, as a form of slow travel. The cycling journey around Taiwan Island was challenging, however, cyclists felt free to engage in it. Three most commonly mentioned attributes, including “Physical challenge,” “A long cycling journey,” and “An activity with great flexibility in a controllable itinerary and schedule,” were observed. Of the predominant consequences, those involving in “Achieving goals,” “Self change and growth” and “Experiencing natural & cultural attractions” received the most attention. Furthermore, three most prevalent motivations including “A sense of accomplishment,” “A positive self-image” and “A sense of belonging to Taiwan” were noticed for the means-end hierarchies in the values of cycling. Therefore, this exploratory research may facilitate a better understanding of the cyclists’ motivations by linking the specific tour attributes with consequences related to their choices (cycling around Taiwan), and identifies the personal values behind the cycling activity. This study indicates that cyclist behavior is multi-value driven, where personal values of cyclists certainly influence their choices. The factors motivate the cyclists were related within and in-between hierarchies. The cycling tour around Taiwan appeared to be part of a process of self-identity formation for cyclists seeking self-esteem. In addition, their place identity was implicitly promoted by rediscovering the beauty of Taiwan. Furthermore, both values of self-identity and place identity were rooted in the same activity attributes.

래더링 기법을 이용한 전자정부사업관리 위탁(공공 PMO)제도의 이해관계자 별 가치체계

소프트웨어산업 진흥법이 개편된 후 문제로 지적된 사업 리스크와 품질 관리 문제를 해결하기 위하여 공공 PMO 허용을 골자로 하는 전자정부사업관리 위탁 제도를 도입하였다. 이해관계자인 발주자, 사업자, PMO의 견해 차이로 공공PMO 제도가 안착하지 못하고, 추가적인 제도 개선이 요구된다. 그러므로 균형 있는 제도 개선을 위해서는 각 이해관계자 간의 견해 차이에 영향을 미치는 근본적인 원인을 분석하는 심층적인 연구가 필요하다. 본 연구에서는 인지 심리학적 수단-목적 사슬이론(Means-end chain theory)과 그 방법론의 하나인 래더링 기법과 가치단계도(HVM, Hierarchical Value Map)를 이용하여 공공 PMO 제도의 성공적인 수행을 위한 이해관계자 별 인지구조를 분석하고, 견해 차이를 유발하는 근본 원인을 분석한다. 추가로 이해관계자들이 제도에 기대하는 혜택을 획득하는 데 필요한 제도들도 분석한다. The e-government project management consignment system to allow the public PMO has been introduced to resolve the quality management issue and the business risk, pointed out by the reorganized Software Industry Promotion Act. The additional regulation improvements are demanded because the public PMO system cannot settle down due to the different opinions among related parties: owner, operator and PMO. Therefore, to make balanced regulation improvements, the in-depth studies are necessary to analyze the fundamental causes of the disagreement between the related parties. This study analyses the each related party's cognitive structure to perform public PMO successfully and the fundamental reasons that cause the different opinions by applying the cognitive psychological Means-end chain theory, the laddering technique and the HVM, Hierarchical Value Map. In addition, this study analyses the regulations required for the related parties to obtain the expected benefits.

Differences among Different DGBLs Learners

Digital Game-Based Learning (DGBL) not only offers ideal learning results but also encourages students to be proactive in their learning. In this research, DGBL and Means-end Chains have been chosen as the theoretical basis for the study. The study took a look at the discrepancies in value between students of different majors and competition participation experiences. Business and Management major students felt that <em>Virtual chips</em> could <em>Reduce pressure and accountability</em> and in addition to allowing them to gradually <em>Accumulate investment experience</em> and <em>Reduce the error rate</em>, it would give them more opportunities to <em>Practice for financial planning</em>. In contrast, students who major in Finance emphasized the consequences of <em>Practice for financial planning </em>from the attribute of <em>Diverse investment tools </em>for virtual trading and <em>Enhanced team learning </em>through <em>Team work</em>. With regards to competition experience, students with competition experience preferred to achieve the learning consequences of <em>Increased practical experience</em> and <em>Accumulated investment experience </em>through the <em>Digital learning function</em> and <em>Virtual platform</em> and they achieved the terminal value of <em>Sense of security</em> through <em>Reducing the error rate</em>. For students with no prior competition experience, they expected to gain opportunities for <em>Practice for financial planning</em> through virtual trading games with <em>Diverse investment tools </em>in order to pursue the terminal values of <em>Sense of achievement</em> and <em>Fun and enjoyment of life</em>.

A customer value analysis of Taiwan ice cream market: a means-end chain approach across consumption situations.

In the highly competitive market, it is increasingly hard for ice cream stores to develop creative marketing strategies to retain existing customers and attract new ones. This study applies the means–end chain approach to identify the customer value, consequences, and attributes of ice cream and to suggest useful information for ice cream sellers to develop differential marketing strategies across various consumption situations (i.e. on a date, gathering with friends, craving for ice cream). This study conducted one-on-one in-depth interviews with participants. The interview content was subsequently analyzed and coded to produce an implication matrix and a hierarchical value map, which was further used to determine customers’ value perceptions. The results indicate the terminal values of the highest strength comprised economy, pleasure, and efficiency. Pleasure was emphasized among consumers who were on a date or gathering with friends, whereas satisfaction was emphasized among consumers who craved ice cream. Based on the results, the study also provides suggestions to the industry and future researchers.

Os valores pessoais que orientam o comportamento de jovens universitários como investidores da bolsa

The financial market has aroused the interest of many researchers in the field of administration. In this context we sought to clarify the behavior of the young university compared to the stock market. The perspective of the theory of means-end chain laddering as a technique aided by interview, said that the consumption behavior starts of the product attributes and by behavioral consequences may lead to individual personal values. In seeking to understand more deeply the reasons why young students to became venture into the stock market, was structured qualitative research, based on MEC and performed at major brokerage firms in Uberlândia city. In this sense the research presents a statement of personal values ​​that summarize the behavior of the public in relation to investments in stocks. Personal values ​​founded indicate that the young college in three different profiles: the investor fully open to change the investor who thinks about the future and investor oriented by security values​.

A Means-End Chain Approach to Explaining the Adoption of Good Agricultural Practices Certification Schemes: The Case of Malaysian Vegetable Farmers

Good agricultural practices (GAP) certification schemes have been promoted to enhance agricultural sustainability. This study seeks to explain the adoption of GAP certification schemes through an analysis of the role of personal values in guiding such choice. It is a departure from approaches taken in previous studies in the area. Through the laddering interview technique of means-end chain analysis, a hierarchical value map was systematically schematized to illustrate the relationship between adoption of GAP (attributes), outcomes (consequences), and personal values driving the choice. The personal values identified in this study cluster under the headings of “better life”, “religious responsibility”, “healthy life”, and “responsible farmer”. Amongst these, the main evidence (pathways) pointed to the desire to have “better life” through the enhanced financial position that is perceived to arise as a consequence of GAP adoption as being of primary importance. These findings suggest that, while profit is not the sole end driver of adoptive behavior, GAP certification schemes have to be seen as lucrative and to enhance the goals of achieving core personal values. Other empirical information in this study also has significant policy implications. It is a key finding of this paper that effective promotions of GAP should be tailored and targeted at specific segments of the farmer population.

Value hierarchy for Massive Open Online Courses

With E-learning emerging as an important application for education, Massive Open Online Courses (MOOCs) have further sparked a trend of online higher education learning. In order to explore the target values that learners pursue through MOOCs, this study adopted Means-end Chains theory and laddering interview to examine the structure of MOOCs’ “Platform Attribute–Learning Consequences–Terminal Values” through learners’ perspective. The study found that through platform attributes of Rich course contents, Real-time discussion platform, Video instruction and Qualifications, learners were able to benefit from the learning consequences of Enhanced understanding of knowledge, Facilitation of learning exchanges and interactions, Ease of time management and Improve competitiveness, thereby delivering the terminal values of Fun and enjoyment of life, Self-fulfillment and Sense of achievement. The study also took a further step to examine the discrepancies between user groups of different experience and number of courses completed and found that users in different groups emphasized on different attributes. In addition, the study also offered suggestions pertaining to management and education implications. Results of the study should not only enable platform designers to become more effective in the development process but also enable teachers to develop teaching guidelines that will effectively boost learners’ motivations so as to further refine the MOOCs learning environment.

Assessment of Experience and Value of Real-Time Games Based on Means-End Chain Theory

Assessment of Experience and Value of Real-Time Games Based on Means-End Chain Theory

Why buy organic rice? genetic algorithm‐based fuzzy association mining rules for means‐end chain data

AbstractWhile empirical studies of organic food consumption have centred primarily on European and North American countries, the amount of research occurring in Asian countries is increasing. This article describes the attributes, consequences, and values influencing consumer perceptions and adoption of organic rice in Taiwan, where rice is the major food. Based on a means‐end chain (MEC) rationale, regulatory focus theory and self‐construal theory, this article describes the attributes, consequences and values influencing Taiwanese consumer perceptions and adoption of organic rice. Using a questionnaire and a sample of 300 organic food shoppers in Taiwan, we applied the MEC technique in a different fashion via the proposed genetic algorithm‐based fuzzy association mining rules (GFAMR) algorithm to depict the attribute‐consequence‐value links to purchasing organic rice. This study has at least two merits: (a) it is among the first integrating regulatory focus theory, self‐construal theory and MEC to explore the reason why Taiwanese consumers purchase organic rice and (b) it introduces a new method to quantitatively deal with MEC analysis. The results show that the most important ultimate values are fun and enjoyment in life and security, which are in line with the promotion focus and prevention focus, respectively, of regulatory focus theory. Furthermore, we found three consumer segments related to organic rice: prevention focused housekeepers, promotion‐focused egoists, and promotion‐focused (meta‐personal self) altruists. The different paths found in the results can also provide green companies and policy makers with more information about organic rice consumers, allowing them to craft better marketing and communication strategies by which to promote organic food.

Consumer values of corporate and celebrity brand associations

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

The Attitude of the College Students to Entrepreneurial Skills Development in the Subject E-commerce

One of the main goals of many educational courses at various colleges, especially those which focus on applied economics and management, is the development of students' entrepreneurship skills. It is usually accomplished through various project-oriented tasks. The development of the students' entrepreneurship skills is also the primary objective of the E-commerce course offered by our Faculty of Economics. This course combines theoretical knowledge and practical skills. Students work on a number of practical exercises with the aim to create a functional e-shop. They have to look for business opportunities, understand economic processes, work within a team, and be able to promote their ideas, strategies, and procedures. Finally, yet most importantly, they must not be afraid to present and defend their solutions. This study examines whether and to what extent this approach contributes to the development of skills which are usually associated with entrepreneurship. The exploration was performed based on students' evaluation. Means-end chain model and hierarchical value map approach were chosen as a research method. The results of this research show that entrepreneurship skills are being developed except for a motivation of students to accept a risky business competitive environment. However, the propensity to take risk is one of the basic traits of successful entrepreneurs. Our future effort will aim therefore at modifying our educational content. Greater emphasis will be placed on how to teach students to accept competitive environment which is risky and mostly unpredictable.

An integrated framework for design perception and brand equity

This conceptual work investigates the relationship between user-perceived product design and consumer-based brand equity. By integrating three independent and diverse theoretical perspectives, namely design value framework, means–end chains, and brand equity theory, we present a detailed literature review that relates consumer design perception to brand equity, mediated by consumption value. We also propose design perception as a multi-dimensional entity constituted of visual, functional, kinesthetic, interface, and information design perceptions. Consumption experience, manifested as experiential value, is conceptualized as a higher-order construct, with usability, social value, and pleasure in use forming the lower-order factors. Brand equity is also operationalized with five underlying components—brand association, perceived quality, perceived value, brand trust, and brand loyalty. Moderating effects of consumer characteristics on the relationship between design perception and the consumption value are also explored. By proposing a framework in line with the modern philosophy of design thinking, this work provides guidelines for practicing designers to work in conjunction with marketers, so as to create design elements that meet and shape consumers’ design needs, resulting in a positive consumer–brand relationship.

The Benefits and Values of Green Lifestyle Consumers

Governments have been educating and encouraging their citizens to take part in green lifestyles, which essentially involve becoming “green citizens” through purchasing green products. This study aims to explore the “green lifestyle” that has been promoted for many years now in order to identify the values and benefits that consumers stand to gain when buying green products in their effort to adopt green lifestyles. For the purpose of this study, the Means-End Chains (MECs) method has been chosen as the theoretical basis to examine the attributes of green products and various consequences and individual values they derive from the consumers’ perspective. From the study, we found that consumers emphasize green product attributes including Reusable, Energy Saving Design, Eco-Friendly Material, Natural and Biodegradable. From these attributes, consumers arrive at the consequences of Reduce Expenses, Promote Eco-Friendly Awareness, Promote Physical and Mental Health, Reduce Energy Consumption, Protect the Earth, Time Saving and Convenient, Reduce Environmental Protection and Effective Use of Resources in pursuit of terminal values including Fun and Enjoyment of Life, Sense of Security, Sense of Accomplishment, Self-Realization and Sense of Belonging.

That's why I take my ONS. Means-end chain as a novel approach to elucidate the personally relevant factors driving ONS consumption in nutritionally frail elderly users

Oral nutritional supplements (ONS) are a recommended form of nutritional intervention for older malnourished persons when a ‘food first’ approach and/or food fortification prove ineffective. The efficacy of ONS will depend on, amongst other factors, whether persons do, or do not, consume their prescribed amount. Factors influencing ONS consumption can be product, context, or person related. Whereas product and context have received some attention, little is known about the person factors driving ONS consumption. In addition, the relative importance of the product, context, and person factors to ONS consumption is not known. Using the means-end chain (MEC) method, the current study elucidated personally relevant factors (product, context, and person factors) related to ONS consumption in two groups of older nutritionally frail ONS users: community-dwelling persons and care home residents with mainly somatic disorders. To our knowledge, the current work is the first to apply the MEC method to study older nutritionally frail ONS users. Forty ONS users (n = 20 per group) were recruited via healthcare professionals. The level of frailty was assessed using the FRAIL scale. Both groups were interviewed for 30 to 45 minutes using the soft laddering technique. The laddering data were analysed using LadderUX software™. The MEC method appeared to work well in both groups. The majority of the participants took ONS on their doctor's or dietician's prescription as they trusted their advice. The community-dwelling group took ONS to prolong their independence, whereas the care home group reported values that related more to small improvements in quality of life. In addition, care home residents perceived themselves as dependent on their caregiver for their ONS arrangements, whereas this dependence was not reported by community-dwelling persons. Key insights from this work will enable doctors and dieticians to customize their nutritional interventions to ONS users' personal needs and thus positively impact health outcomes.

Discussing Laddering Application by the Means-End Chain Theory

This article aims at analyzing laddering as a technique of qualitative research, emphasizing the procedures for data collection, analysis and interpretation, and its main limitations as well. “Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory” (Reynolds & Gutman, 1988, p. 12). The critical literature review shows that laddering is useful in studies on human behavior, especially those related to the Means-End Chain (MEC) model. For a successful application, highly trained interviewers, homogeneous groups of respondents, and the Laddermap should be taken into consideration.

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.

Are We After the Same Thing? Differences among Different MMORPGs Players

Massively Multiplayer Online Role-playing Games (or MMORPGs) have propelled the vibrant development for the gaming industry and satisfied gamers’ desire to play and assume the roles of various virtual characters. In order to explore the differences between the terminal values for different player groups, this study has adopted Means-end Chains theory as the basis for this study and opted for soft laddering as the tool for in-depth interviews to analyze the significance of “game attribute – consequence benefits – terminal values” paths for different player groups. For the purpose of this study, 60 players have been separated into different groups according to their gender, level of education, method of consumption, extent of play and so forth in order to determine the differences in their values. Results of this study revealed that the attributes and consequences for different player groups varied significantly, with Fun and Enjoyment of Life, Warm Relationships with Others, Sense of Accomplishment and Security being the terminal values pursued by the different player groups. This reflects the fact that MMORPGs offer experiences of fun and joy for gamers and also suggest that players want more out of their games.

Using means-end chains and hierarchical value maps in leisure winery tourism values for Taiwanese and Chinese tourists

Perceived values have an effect on a consumer's behaviour. As there is a paucity of literature examining wine tourists' perceived values, this study utilises a means-end chain technique, a qualitative method that has been increasingly adopted by tourism researchers, to delve into winery consumers' reflections on their own personal values through the consequences and attributes they perceive in their winery experience. Forty tourists, including 20 Taiwanese and 20 Chinese, were interviewed one-on-one at five Taiwanese wineries. The results show that six attributes are recognised: opportunities for purchasing local agricultural products, experiencing DIY leisure, being close to nature, beautiful pastoral landscape, pure leisure vacationing, and savouring local cuisine. Moreover, both individual values (better relationships with others, personal enjoyment, and quality of life) and social values (social belonging and fond memories) also emerged. Further analysis revealed a difference between Taiwanese and Chinese tourists' perceived values.

Benefits of botanical garden visitation: A means-end study

Botanical gardens vary widely in design and purpose, but most are typically associated with environmental conservation, education, or historical interpretation. Yet, studies have shown that botanical garden visitors are often motivated by recreational and leisure interests. While visitor motivations and benefits have been the focus of a number of botanical garden and green space visitor studies, this research has often been conducted without a theoretical backdrop. This study employed means-end theory to investigate the links visitors make between garden attributes, consequences, and values. In-person interviews were conducted with 83 garden visitors during the spring and summer of 2011 at a university botanical garden. Overall, the findings revealed that participants felt that the botanical garden and plants were the most meaningful garden attributes, leading participants to experience the consequences new experiences and learning, and stress relief and relaxation, and finally reaching the most frequently mentioned values: transference and improved quality of life. Analysis revealed no meaningful differences between visitation outcomes for males and female. For students, visiting the botanical garden lead to stress relief and relaxation and the value of improved quality of life, while non-students reported that their visits increased their fun and enjoyment of life. Those participants who work or go to school on campus reported an important means-end chain that led from escape to stress relief and relaxation to improved quality of life, which was not present for campus’ visitors. The results indicate that botanical gardens should be managed to provide a rich, overall experience that promotes relaxation, in addition to maintaining a healthy, interesting, and diverse collection of plant materials that enables visitors to experience new plants and enables opportunities for learning.