Presentation Schedule
Exploring the Extensions and Applications of the Means-End Chain Analytic Model (84740)
Session Chair: Sami Kajalo
Friday, 28 March 2025 12:50
Session: Session 3
Room: Room 704 (7F)
Presentation Type: Oral Presentation
The means-end chain methodology has been widely used to understand consumers' innermost thoughts, preferences, and subsequent behaviors. By integrating conjoint analysis, Kano two-dimensional quality analysis, and social network analysis, this study expands the applications of the means-end chain methodology to analyze consumer perceptions and preferences. The purposes of this study are threefold: (1) To understand the connotation of various variables and classifications using different analytical methods, confirm the overall evaluation of these variables, and deduce more effective marketing strategy implications; (2) To explore the actual reasons behind respondents' preference for specific attributes through the results of various analytical methods, serving as a reference for product positioning and marketing theory derivation; and (3) To compare the differences in marketing strategy inferences between various analytical methods and the application modes of means-end chains, identifying and locating the scope of marketing strategy application for different combined modes. The research findings indicate that conjoint analysis effectively explains consumers' preferences for specific product attributes. Kano's two-dimensional quality analysis further confirms the classification of these attributes based on quality, while social network analysis helps in understanding how consumers' preferences for product attributes are transmitted through the messaging process. By integrating these three analytical methods with means-end chains, this study not only confirms the perceptual content of consumers' preferred product attributes but also provides deeper insights into the specific reasons behind consumer preferences and the transmission of specific product attribute viewpoints. Such findings have significant implications for extending means-end chain theory and practical applications.
Authors:
Chin-Feng Lin, National Pingtung University, Taiwan
About the Presenter(s)
Professor Chin-Feng Lin is a University Professor/Principal Lecturer at National Pingtung University in Taiwan
See this presentation on the full schedule – Friday Schedule
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