The Study of Customer's Value from Environmental Product through the Means-End Chains Approach - A Case of Hybrid Electrical Vehicle
| Autor: | Chyi Lo, 羅琪 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 The development of technology in past centuries has radically changed the life of people, resulted in high economic growth, and accelerated the consumption of natural resources on earth. Emerging green consumption makes consumers and enterprises pay more and more attention to the impact on environment, however, expensive, non-durable, and high-cost green products disappoint consumers in the performance of green market. Therefore, understanding customer’s value satisfied by purchased products is very important and valuable in marketing. This research is to study the correlation between attributes of hybrid electrical vehicle, consequences, and personal values in consumer’s buying decision by the means-end chain method. Consumer’s personality is used as an independent variable to explore whether or not high-altruistic and low-altruistic consumers demonstrate different value structures. The result shows that mean-end chain of the attributes of hybrid electrical vehicle, consequences, and personal values that consumer value does exist. In the analysis between the attributes of hybrid electrical vehicle and consequences, pioneer on environment and public interests have the highest degree of correlation. In the analysis between consequences and personal values, public interests and environmental protection value have the highest degree of correlation. In the analysis between personal values and the attributes of hybrid electrical vehicle, low and less pollution and environmental protection value have the highest degree of correlation. Different consumer’s personalities (high-altruistic and altruistic characteristics) do show different value structures. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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