行動電話購買行為研究－方法目的鏈之運用

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Title:	行動電話購買行為研究－方法目的鏈之運用
Other Titles:	An application of means-end chain to the purchasing behavior of mobile phones
Authors:	李梅菲
Contributors:	傳播管理學系碩士班邱魏頌正
Keywords:	行動電話;方法目的鏈;消費者行為
Date:	2002
Issue Date:	2015-05-25 15:55:09 (UTC+8)
Abstract:	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，並探討產品屬性、消費結果與個人價值間的關係。此外，本研究亦針對不同人口統計變數消費者的所重視之個人價值觀、消費結果、產品屬性差異進行研究。本研究以相關分析檢定產品屬性、消費結果、個人價值上之關聯性﹔以T檢定、單因子變異數分析檢定不同仁統計變數於產品屬性、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行動電話消費者購買決策過程中「方法－目的鏈」的連結網路。最後研究發現：一、產品屬性、消費結果與個人價值間有相關性存在﹔二、不同年齡層、職業所重視的個人價值、消費結果及產品屬性存有差異﹔三、不同年齡層行動電話消費者之「方法－目的鏈」聯結網路有其差異。 The author 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 demographics 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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