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Analysis of Value Pursuit Discount Store Customers Using Means–End Chain Theory

Hoe-Chang Yang|Sang-Ho Han|Keun Eom
한국유통과학회 (Korea Distribution Science Association)|2013.12|산경연구논집 (The Journal of Industrial Distribution & Business)|제4권 제2호|pp. 31-40

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참고문헌

키워드

Value PursuitMeans-end Chain TheoryStore Selection AttributeBehavioral Plasticity TheoryDiscount Store.

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.

Abstract

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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