Analysis of Value Pursuit Discount Store Customers Using Means–End Chain Theory
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
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- 2013.12
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서지정보
ㆍ발행기관 : 한국유통과학회
ㆍ수록지정보 : The Journal of Industrial Distribution & Business / 4권 / 2호
ㆍ저자명 : Hoe-Chang Yang, Sang-Ho Han, Keun Eom
영어 초록
Purpose - This study attempted to identify the value promotion clues that may operate as a consumer’s motive, by shedding new light on consumer value and by reconstructing each variable analyzed through the means–end chain (MEC) theory. Research design, data, and methodology - In this study, 202 copies of effective questionnaires using the data of Yang and Ju (2012) were subjected to correlation, regression, and SEM. Results - All store selection attributes were verified as having a positive influence on the relationship quality. Although the store selection attributes were verified as exerting a positive influence on the relationship quality, according to the verification result of the mediating effect, consumer value was verified to be influenced only by the relationship quality instead of by the store selection attributes. Conclusion - As a result of path analysis on the proposed model after modification, it was verified that only product factor had a statistically significant positive influence and that social value was completely mediating between relationship quality and emotional value. It may be highlighted that the MEC theory concept would be applicable to the cause-and-effect relationship model.
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