行動電話購買行為研究—“方法—目的鏈”之運用

An Application of Means-End Chain to the Purchasing Behavior of Mobil Phones

10.6430/CMR.200201.0213

邱魏頌正(Chiou WeiSong Zan)；李梅菲 ( Mei-Fei Lee)

方法—目的 ； 產品屬性 ； 價值觀 ； 世代 ； 行動電話 ； means-end chain ； product attributes ； value ； generation ； mobile phones

傳播與管理研究

1卷2期（2002 / 01 / 01）

213 - 237

繁體中文

本研究以近年來迅速發展幾成為民眾生活必需品，但以往研究卻極罕涉及的行動電話話機為研究商品，將消費者在進行選購時，所考慮的產品屬性、消費結果與影響選擇的個人價值，利用「方法—目的鏈」(Means-End Chain)的分析方法，將三者做一連結，並探對產品屬性、消費結果與個人價值間的關系。此外，因考慮各世代擁有不一樣的生活經驗會形成世代間不同的價值觀，本研究亦針對不同世代的個人介值觀，及受到個人價值影警的消費結果、產品屬性選擇上之差異進行研究。本研究以相關分析檢定產品屬性、消費結果、個人價值之相關性；以單因數燮異數分析松檢定世代別於產品屬性、消費結果、個人價值之差異性。並利用產品屬性、消費結果、個人價值之相關性勾勒出整體消費者及各世代消費者於行動電話購買決策過程中「方法一目的縫」的連結綢路。最後研究發現：一產品屬性、消費結果與個人價值關有相關性存在；二、世代所重視的個人價值、消費結果及產品屬性存有差屬異；三、世代間行動電話購買決策之「方法—目的鏈」聯結綢路有其差聯異。

The authors proposed a means-end chain model of purchasing behavior of mobile phones, integrating the separate literature on product attributes, consumption consequences and individual value. The model was also utilized to analyze the differences among different generation profiles. Data from our sample shows most of the hypothesized mediational paths to be significant. The research cautions against arbitrary use of demographic data for targeting promotional efforts and offers an approach to constructing an understanding of psychological process that mediates between consumer’s demographics and their market behaviors.

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1. 蕭志同、何紓萍(2010)。以系統動態學探討臺灣行動電話系統服務產業發展結構。企業管理學報，85，21-46。