Means-end Chain Research Articles

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

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

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.

Framing memorable hiking tourism experiences through embodiment: The case of Mount Huangshan, China

Hiking tourism is becoming increasingly popular with the rise of health concerns. This study uncovers means-end chains of memorable experiences of hiking tourists and considers the role of embodiment in such experiences. The findings confirmed three structural dimensions and nine hierarchical chains, three of which were connected with physical embodiment. Social and emotional embodiment were identified in the other chains. Physical, social and emotional embodiment were found to be essential in creating mindful and meaningful experiences that led to a sense of self-accomplishment and deeper self-awareness. This study contributes by constructing a framework to examine memorable hiking tourism experiences in relation to embodiment theory. Practical implications are also provided on hiking tourism management and promotion. Management implicationsHiking tourists have better and more memorable experiences when the perceived level of physical challenge is anticipated. Embodied experience is an important component of hiking tourism and such experience consists of physical, social and emotional characteristics. Theoretically this paper built a link between embodiment and memorable experiences in tourism research. The conceptual model can also serve as a practical guide to improve memorable experiences at hiking destinations. Mature destinations need to improve the interpretation systems to provide more information on the trail and trip conditions, while for early-stage destinations, the memorable hiking tourism experience chains can be a useful tool for trail development and planning. Hiking tourism organization also need to cater the needs of tourists with different physical capabilities. Site managers and tour operators should consider the physical, social and emotional elements of tourists’ expectations in destination planning and itinerary design. Various marketing strategies can be applied to tackle the needs of different hiking tourist groups.

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

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

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.

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

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

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.

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

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

Pre-loved or hatred? Consumers’ perception of value towards second-hand fashion consumption in Sri Lanka

Purpose The fashion industry has been accused of being the second largest environmental polluter in the world. Millions of tons of post-consumer waste are dumped in landfills and garbage disposal sites each year. However, environmental concerns are emerging as a mainstream issue among modern-day consumers. This critical problem has prompted fashion retailers and brands to embrace sustainable practices to address consumers’ environmental concerns by reducing pollution. Given this background, this research aims to understand consumer’s perceptions of value towards second-hand fashion consumption in the context of Sri Lanka. Design/methodology/approach This exploratory study uses a qualitative approach to understand consumers’ perceptions of value towards second-hand fashion consumption. Findings This research uses the theoretical model of the means-end chain model and shows five consumer’s values of second-hand consumers: price-consciousness, consciousness on emotional bonds, comfortability consciousness, quality and brand consciousness and social and environmental consciousness. Furthermore, the authors show non-second-hand fashion consumers’ values as social status consciousness, hygienic consciousness, comfortability consciousness, quality and brand consciousness and self-expressive consciousness. Originality/value This research sheds some light on the emerging knowledge of second-hand consumption. This research further points out certain practical implications by drawing attention to a few opportunities and challenges associated with the second-hand fashion business within the Sri Lankan fashion retail sector, in particular when launching new fashion brands catering to second-hand fashion consumers.

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.

Exploring value-based motivations for culture and heritage tourism using the means-end chain and laddering approach

ABSTRACT While motivations for cultural and heritage tourism remain complex and diverse, previous studies overlook the structure and link of personal values, expected experience consequences, and destination attributes. Meanwhile, value pursuit as an enduring belief influencing tourists’ motivations and behavior has received limited research attention. Therefore, this study explores diverse motivations using the means-end chain and laddering interview techniques. The Five Great Avenues in Tianjin, China, a historical landscape embodying the social characteristics of China and Western colonialism in the 18th and 19th centuries, was used as the study site. The results show that self-development and socialization are the most important value pursuits, followed by hedonism and differentiation. Other value-based motivations include identification, existentialism, escapism, and freedom. A hierarchical map between value pursuits, tourism consequences, and destination attributes is constructed to elucidate the interactive nature of tourism motivation. Findings are utilized to develop a value-based motivation classification framework for understanding diverse value-based motivations. This study contributes to a comprehensive framework for understanding the complexity of motivation in the culture and heritage tourism context, which provides practical insights for segmentation and destination positioning.

Effect of COVID-19 health threat on consumer’s perceived value towards mobile payments in India: a means-end model

Shifting to mobile payments from offline payments can be considered as a social distancing measure in times of a pandemic. The COVID-19 outbreak is currently entering its ‘endemic’ stage; continued usage of mobile-based payment services is thereby warranted as a social distancing mechanism. This could be true in case of any other pandemic/endemic outbreaks like SARS/Nipah virus outbreaks. The current study examines how the ‘perceived’ health threat posed by COVID-19 and mobile payment service quality (MPSQ) influence consumers' perceived value toward continuous usage of mobile payment services (MPS) in India. In addition, the investigation considers other factors that prompt consumers to continue using the service. Customers, who used mobile payment applications for making cashless transactions during the pandemic, formed the subjects of the study. Data were collected from 720 mobile payment users. The research model integrates the concept of health threat in health belief model to means-end chain model to explain why a customer opts to choose m-payment at times of a pandemic, and what prompts him/her to continue with its usage. The model was empirically tested with structural equation modeling, along with mediation and moderation analysis. It was found that MPSQ, perceived susceptibility, and perceived severity of COVID-19 significantly enhanced consumers’ value perceptions regarding MPS, which leads to satisfaction and continuance intention of using the same. In addition, the study also found a significant positive moderating role of consumer involvement on the relationship between perceived health threat, perceived value, and MPSQ. The threat of COVID-19, being an endemic, or occurrence of similar pandemics persists, and adopting contactless transactions via MPS to comply with social distancing norms may improve customer value perceptions that could aid in the persistence of MPS usage. Also, derivation of value perceptions out of the service quality acts as a driver to continuous usage.

The role of vicarious learning strategies in shaping consumers' uncertainty: the case of live-streaming shopping

PurposeThis article seeks to understand how live-streaming technology (i.e. interactivity and effective use of live-streaming shopping’s information presentation tool) impacts consumers’ credibility perception regarding live streamers.Design/methodology/approachThe authors empirically examined their hypotheses with data (n = 405) collected from a survey of consumers who engage in live-streaming shopping.FindingsThe results demonstrate that vicarious learning strategies (both coactive and independent) can shape consumers’ benefit perceptions (i.e. virtual presence and psychological proximity), and further have a positive effect on consumers’ personal value (i.e. perceived live streamer credibility). Furthermore, the consumers’ perception of the live streamers’ credibility positively affects their purchase intention and ultimately influences their purchase behavior.Originality/valueBuilding on the vicarious learning theory and means-end chain (MEC) model, this study investigates the mechanism of the IT features of live-streaming shopping in reducing consumers’ uncertainty about live streamers. This study reveals the value of vicarious learning experiences in reducing consumers’ uncertainty and further enhancing their purchase behavior.

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

Understanding Consumer Perceptions of Luxury Vintage Fashion

Purpose - The purpose of this study is to research how the different types of experiences affect consumer’s recognition in terms of luxury vintage fashion products, and what kinds of value consumer can achieve.
 Design/methodology/approach - The study is based on the means-end chain (MEC) approach for an in-depth understanding of consumers’ recognition systems through conducting the laddering interview technique. Above all, the research conducted a pilot test to gain attributes of consumer experiences about luxury vintage fashion products from Korean and Taiwanese.
 Findings - It is found that not only by actual purchase, experience without purchasing also can lead to consumers’ self-fulfilment and self-accomplishment, which filled the lack of relevant literature in the luxury vintage industry. In addition, the study sorted out the channels that consumers approach LVF products, which provide a classification reference for future research related to the luxury vintage consumer.
 Research implications or originality - As consumers can gain a lot kind of value through LVF products, luxury brands can attract consumers by using vintage as a market strategy. For luxury marketers, by running LVF shopping mall online or opening LVF stores, not only allow consumers’ attach with LVF products but also can further lead to the purchase behaviors. In addition, consumers who are interested in LVF are those who are aware of the authenticity, uniqueness, and rarity of the brand. Due the fact, these consumers may be interested in the topic of sustainability.

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.