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題 名 | 網路購物通路對顧客價值之研究--以方法目的鏈途徑=The Impact of On-Line Shopping Channel on Customer Value Judgment: A Means-End Chain Model |
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作 者 | 何雍慶; 呂佳茹; 霍志強; | 書刊名 | 遠東學報 |
卷 期 | 24:2 2007.06[民96.06] |
頁 次 | 頁119-130 |
分類號 | 496.5 |
關鍵詞 | 方法目的鏈; 顧客價值; 虛擬通路; 網路購物; Means-end chain; Customer value; Virtual channel; On-line shopping; |
語 文 | 中文(Chinese) |
中文摘要 | 在競爭激烈並以顧客為導向的現代行銷環境中,顧客價值一直是行銷人員極 力想理解的一個主題,希望爭取顧客的認同。然而「價值」仍是相當抽象的 一個概念而已,因此在行銷的運作上有一定的困難度存在。 本研究以『方法目的鏈』(Means-End Chain)的方式,透過質性深度訪談以及 量性的問卷發放衡量,並以虛擬通路中的網路購物通路為例,依照屬性-結果價值連結圖,清楚的將顧客知覺通路的特性和顧客消費的利益結果、顧客的 價值取得三者之間有所連結關係,希望藉由此項連結,企業內的行銷人員能 夠透過掌控通路的特性,進而影響顧客所獲得的最終價值。 |
英文摘要 | In the competitive and consumer-driven marketing environments, marketers aggressively understand what the customer value is. Value is so abstract that it is difficult to implement in the marketing practices. Means-End Chain model was applied in this research, which facoused on deep interviews and mass investigations of the on-line marketing channel. The linkage among attribute-consequence-value demonstrated a clear relationship among on-line channel’s attribute, consequence of consumption, and attained value in customer’s perception. As a resut, marketers could control the characteristics of on-line channels and influence the final values that the customers obtained. |
本系統中英文摘要資訊取自各篇刊載內容。