| 題名: | Means-End Matrix and Deduction in Consumption Behavior Research |
| 作者: | Fu, CS (Fu, Chen-Su)
Wu, WY (Wu, Wann-Yih) |
| 貢獻者: | Dept Business Adm |
| 關鍵詞: | laddering technique
matrix analysis
means-end chain |
| 日期: | 2013 |
| 上傳時間: | 2014-03-03 15:30:02 (UTC+8) |
| 摘要: | This study adopts matrix operations to deduce the logic of the means-end laddering approach and uses flowcharts to illustrate the steps in every laddering-matrix process. In addition to helping programmers understand the logic of means-end laddering for writing computer programs, these flowcharts also provide marketers with the main concepts of means-end chain (MEC) methodology in order to develop better marketing strategies. This study has three major contributions: (1) to propose improvements for constructing the cognitive hierarchies of consumer-product knowledge, (2) to alleviate the weakness of traditional MEC methodology, and (3) to provide the logic of laddering-matrix programming procedure to improve the design of MEC computer software. |
| 關聯: | METHODOLOGY-EUROPEAN JOURNAL OF RESEARCH METHODS FOR THE BEHAVIORAL AND SOCIAL SCIENCES Volume: 9 Issue: 2 Pages: 54-68 |
| 顯示於類別: | [企業管理學系暨國際企業管理研究所] 期刊論文
|
