Integrating qualitative and quantitative methods to enhance means-end approach

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/24032

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/24032

题名:	Integrating qualitative and quantitative methods to enhance means-end approach
作者:	Wu, WY (Wu, Wann-Yih) Fu, CS (Fu, Chen-Su)
贡献者:	Chinese Culture Univ
关键词:	Laddering technique Matrix analysis Means-end chains PERSONAL VALUES CHAINS MODEL
日期:	2011-06
上传时间:	2013-01-17 15:35:27 (UTC+8)
摘要:	Conventionally adopted means-end chain (MEC) methodology uses product attributes, consequences and values to indicate consumption behavior hierarchies regarding specific products. These hierarchies are useful for elucidating consumer product knowledge and devise effective marketing strategies. In the MEC literature, the qualitative laddering scheme is the main approach used to identify the contents of consumer cognitive structures. However, MEC suffers limitations associated with the subjective research judgment. To overcome these weaknesses of MEC analysis, this work presents a novel laddering-matrix analysis (LMA) based on the quantitative matrix algorithm. The analytical results demonstrated that by integrating LMA and MEC it is possible to explore the information of the summary implication matrix without bias, thus providing extremely useful material for developing MEC computer software.
關聯:	QUALITY & QUANTITY Volume: 45 Issue: 4 Pages: 885-899
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	364	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.