Search results
1 – 10 of 22Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Fang-Kai Chang and Kai Zhao
This study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to…
Abstract
Purpose
This study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to provide a better understanding of the fundamental factors that determine consumer values in CBEC.
Design/methodology/approach
The study applies the means-end-chain theory and soft-laddering techniques to interview 60 CBEC consumers to construct an implication matrix and a hierarchical value map (HVM) of the consumer purchasing process, consisting of attribute-consequence-value (A-C-V) paths.
Findings
By analyzing the significant linkages, elements, ladders and chains in the HVM, four dominant A-C-V paths were identified: economic-driven, efficiency-driven, progress-driven and quality-driven paths.
Research limitations/implications
This study included only Chinese CBEC buyers. This limitation might affect the generalizability of the conclusions as culture, purchase habits and economic development differ between China and other countries.
Practical implications
The results of this study provide CBEC practitioners an understanding of the consumer purchasing process and how consumer values are associated with platform characteristics. Thus, the results aid practitioners in allocating resources and developing CBEC platforms in an appropriate manner and direction.
Originality/value
This study sheds lights on the emerging phenomenon of CBEC. By applying the means-end-chain approach, the study provides a comprehensive HVM for interpreting the consumer online purchasing process in this novel context. By illustrating the dominant paths, this research provides deeper theoretical insights into the specific focuses of CBEC consumer purchasing.
Details
Keywords
Chin‐Feng Lin and Yu‐Hung Liao
This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these…
Abstract
Purpose
This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these package tours, travel advertisements on web sites and search engine results; identifying the similarities among travel agency web sites; and establishing a consumer cognitive structure to assist marketers in designing written content for display in search engine results.
Design/methodology/approach
The study adopted means‐end chain theory as a theoretical basis and used the written content of tourism web sites displayed in search engine results as an empirical object. By comparing the contents of tourism web sites and the search engine results, the researchers could analyse and compare similarities and differences among web site content, search results and consumer cognition.
Findings
Using the utility score of each attribute level to calculate the total utility can uncover the customers' preferred attribute level portfolio. The calculation results identified the most preferred tour package. The study found that the greater the variety of package tours to China provided by the web sites of a particular travel agent, the higher the possibility of that agent providing discount incentives. Furthermore, the text content of each web site provides more attribute information regarding package tours and less information about the consequences of travelling and value satisfaction.
Originality/value
This is one of the first studies to provide a methodology integrating conjoint analysis and the means‐end chain approach. Understanding the written content of web sites preferred by Chinese people can help marketers and web site designers design web sites attractive to this market.
Details
Keywords
Padmali Rodrigo, Hina Khan and Naser Valaei
Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands…
Abstract
Purpose
Despite 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/approach
Using 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.
Findings
The 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/value
This 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.
Details
Keywords
Raja Sankaran and Shibashish Chakraborty
This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments).
Abstract
Purpose
This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments).
Design/methodology/approach
Means-end chain (MEC) theory, an exploratory approach was employed to understand personally relevant reasons for consumer use mPayments in India. In addition, the MEC phenomenon was investigated by examining the relationships among the three layers Attribute-Consequence-Value (A-C-V).
Findings
The study revealed the most important attribute to be handling money, followed by ease of use (consequence) and convenience as value. There was a wider recognition and penetration for acceptance of mPayments in smaller amounts or micro-payments with vendors, specifically in urban cities.
Originality/value
This research is the first of its kind wherein the concept of MEC has been utilized to evaluate why consumers make mPayments and demonstrate a novel approach to explore consumer insight into this domain.
Details
Keywords
Alessandro Silva de Oliveira, Gustavo Quiroga Souki, Rodrigo Marçal Gandia and Luiz Henrique de Barros Vilas Boas
Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This paper…
Abstract
Purpose
Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This paper aims to investigate the impacts of the Attributes of coffees in capsules on the consequences perceived by consumers concerning their consumption and the effects of these Consequences on consumers’ Values.
Design/methodology/approach
This study developed a scale for assessing the perception of consumers of coffee in capsules about Attributes, Consequences and Values (A-C-V) regarding its consumption. A link to this survey’s electronic questionnaire was posted on the social networks Facebook and Peabirus. This research sample is for convenience and accessibility and has 213 consumers of coffee in capsules. Structural Equation Modelling (SEM) was the statistical method used for data analysis.
Findings
Attributes have two sub-dimensions (Own attributes and Functional attributes), while Consequences have three sub-dimensions (Handling Benefits, Rational Benefits, Convenience Benefits) and Values have just one dimension. Also, SEM has shown a statistically significant positive relationship between A-C-V perceived by consumers of coffee in capsules. These results confirm the hypotheses developed based on the Means-End Chain Theory (MEC).
Originality/value
As academic contributions, this paper develops a structural model that quantitatively demonstrates the impacts of Attributes perceived by consumers of coffee in capsules on the Consequences of consumption and its effects on their Values. The present survey is the first in the literature that uses structural models contemplating A-C-V. As managerial contributions, this survey provides relevant information to the decision-making of several stakeholders of the chain of coffee in capsules.
Details
Keywords
Thorsten Gruber, Stephan C. Henneberg, Bahar Ashnai, Peter Naudé and Alexander Reppel
The purpose of this paper is to gain a deeper understanding of the attributes of effective complaint management in business‐to‐business relationships, and to reveal the underlying…
Abstract
Purpose
The purpose of this paper is to gain a deeper understanding of the attributes of effective complaint management in business‐to‐business relationships, and to reveal the underlying benefits that buying organizations are looking for when complaining.
Design/methodology/approach
A semi‐standardized qualitative technique called laddering was applied successfully to an online environment with 22 representatives of companies in the manufacturing industry participating.
Findings
The resulting hierarchical value map displays 13 attributes which exemplify the complaint resolution management expectations. A total of 14 constructs represent consequences of such resolution activities, while four constructs can be interpreted as values. Take “Quick action” is the most important of the expected attributes and behaviours of complaint resolution management. Four consequences seem to dominate the assessment: Financial benefits, Prevention of future problems, Solution, and Effective resolution handling. “Maintain supplier relationships” appears as a dominant value in the perceptions of respondents, with half of them mentioning this as an end.
Research limitations/implications
Owing to the exploratory nature of the study in general and the scope and size of its sample in particular, the findings are tentative in nature. The study involved a group of representatives of large UK manufacturing companies with complaint handling responsibilities and so the results cannot be generalised.
Originality/value
The findings enrich the existing limited stock of knowledge on complaint management in business relationships by developing a deeper understanding of the attributes that complaining customer companies desire from suppliers, as well as the underlying business logic (i.e. values) for these expectations. The quality of the results also suggests that the laddering questionnaire technique can be transferred effectively to an online environment.
Details
Keywords
Feng Jianying, Wang Xia, Fu Zetian and Mu Weisong
The paper aims to understand consumers' perception and cognition toward table grapes, which focuses on the most important attributes, consumption consequences and personal values…
Abstract
Purpose
The paper aims to understand consumers' perception and cognition toward table grapes, which focuses on the most important attributes, consumption consequences and personal values of grape consumption and the relations among them.
Design/methodology/approach
The study related grape consumption with consumers based on Means-end chain analysis. The data were gathered with both laddering interviews (n=37) and questionnaire survey returned by 843 individuals in 31 provinces of China. The data were firstly processed by SPSS software and descriptive statistics was adopted to evaluate consumers' awareness. Furthermore, MECanalyst software was opted for, to construct the hierarchical relations of table grape consumption.
Findings
The findings are that consumers consume grapes based on their functional cognition and sensory perception. The quality-orientated characters are deemed to be the most important grape attributes, healthy and practical function are the main expected benefits and desired values in table grape consumption.
Practical implications
The findings can provide some implications to producers, administers and operators in the grape industry and inspire them to design products that will better satisfy consumers. Stakeholders in grape industries should take measures to inform consumers of grape benefits so as to increase grape consumption and expand the market.
Originality/value
The paper fulfils the combinations of laddering interview and structured questionnaire to conduct the large-scale samples survey about consumers' perception based on MEC analysis. Findings from this study reinforce the importance of research into the relationship between products and consumers.
Details
Keywords
Alessandro Silva de Oliveira, Gustavo Quiroga Souki and Luiz Henrique de Barros Vilas Boas
Understanding 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…
Abstract
Purpose
Understanding 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/approach
This 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.
Findings
The 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/value
OFC 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.
Details
Keywords
Edward Shih-Tse Wang and Jia-Rong Yu
Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea…
Abstract
Purpose
Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to explore why these attributes are motivational factors by focussing on the attributes of RTD tea beverage products that motivate consumers to purchase RTD tea.
Design/methodology/approach
The attribute-consequence-value model of the means-end chain approach was employed to investigate consumer motivations for purchasing RTD tea beverages. Data were collected through a qualitative face-to-face survey of 153 RTD tea beverage consumers in Taiwan.
Findings
The results indicate that consumers purchase RTD tea beverages because the taste, flavor, packaging, and ingredients (attributes) satisfy their desire to drink RTD tea and fulfill the benefits of being delicious to drink, possessing thirst-quenching properties, and possessing health-promoting properties (perceived consequences), thereby fulfilling their ideal goal of experiencing enjoyment (perceived product value).
Originality/value
The findings may serve as a reference for producers of RTD tea beverages regarding product development and marketing.
Details
Keywords
Álvaro Leonel de Oliveira Castro, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende and Márcio Lopes Pimenta
The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the…
Abstract
Purpose
The purpose of this paper was to identify and describe the personal values that motivate and guide the cognitive structure of Brazilian wine consumers from the viewpoint of the means-end chain theory.
Design/methodology/approach
In this qualitative descriptive study, 40 in-depth laddering interviews were conducted in the state of Minas Gerais, Brazil, which were transcribed and codified from the attributes, consequences, and values that emerged in the discourse of the wine consumers. The codes were subsequently graded – in accordance with the level of abstraction – and inserted into the LadderUx® software to generate the implication matrix and the hierarchical value map. The interpretation of the cognitive structure of the wine consumers occurred descriptively.
Findings
Common aspects regarding knowledge of the product linked to the ritual of wine consumption were identified among consumers. The psychological factors basically describe the social aspects that are pertinent to the drink’s consumption and to aspects focused on the personal training that leads to consumption satisfaction. Both converge in the search for more knowledge about the world of wine. From this cognitive basis, the existence of the instrumental values of hedonism, benevolence/care, stimulation and achievement could be seen, as well as the terminal values of joy and happiness.
Originality/value
This study presents the cognitive structure of the Brazilian consumers of wine. This result allows some insights in an initial perspective for the development of strategies, based on the factors that motivate the purchase of the drink, thus attracting new consumers to this emerging market.
Details