A Good Partner in Sleeping: A Research on Customer Value Regarding Mattresses

We spend one-third of our lifetime sleeping, so a good sleep is undoubtedly, an indicator of our quality of life. To guarantee peaceful sleep at night, high quality mattress is an essential element of what we lie on as more and more people suffer from lifestyle diseases such as anxiety, depression, and cardiovascular disorders. In this study, the means-end chains approach and hard laddering questionnaires based on laddering theory were used to explore the key attributes and values noted by mattress buyers, and the “Attribute-Consequence-Value” relationships were processed into hierarchical value map to elaborate the hierarchical value of subjects on the mattresses. A hundred and twenty-two valid questionnaires were collected, and eleven attributes, fourteen consequences and nine values were obtained by categorization using content analysis method. Elasticity, price, and special materials are the three most welcomed attributes, and the improve sleep quality, best value and high practicality are the best consequences for respondents. In terms of values, security, fun and enjoyment in life and self-fulfillment are the ultimate values to be realized, suggesting that besides the fundamental requirements, customers expect more from the mattress they use.

Hierarchical value-attainment paths of CBEC consumers: a means-end-chain perspective

PurposeThis study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to provide a better understanding of the fundamental factors that determine consumer values in CBEC.Design/methodology/approachThe study applies the means-end-chain theory and soft-laddering techniques to interview 60 CBEC consumers to construct an implication matrix and a hierarchical value map (HVM) of the consumer purchasing process, consisting of attribute-consequence-value (A-C-V) paths.FindingsBy analyzing the significant linkages, elements, ladders and chains in the HVM, four dominant A-C-V paths were identified: economic-driven, efficiency-driven, progress-driven and quality-driven paths.Research limitations/implicationsThis study included only Chinese CBEC buyers. This limitation might affect the generalizability of the conclusions as culture, purchase habits and economic development differ between China and other countries.Practical implicationsThe results of this study provide CBEC practitioners an understanding of the consumer purchasing process and how consumer values are associated with platform characteristics. Thus, the results aid practitioners in allocating resources and developing CBEC platforms in an appropriate manner and direction.Originality/valueThis study sheds lights on the emerging phenomenon of CBEC. By applying the means-end-chain approach, the study provides a comprehensive HVM for interpreting the consumer online purchasing process in this novel context. By illustrating the dominant paths, this research provides deeper theoretical insights into the specific focuses of CBEC consumer purchasing.

An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce

Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.

Reasons for customers reluctance to use electronic payments – A study in Ho Chi Minh City

This study aims to investigate reasons why customers are reluctant to use e-payment and how these reasons explain their impacted values, with the following research objectives: (1) to identify characteristics of electronic payment generating the resistance of customers to this E-payment; (2) to explore the connections between those characteristics and values of individuals through the consequences of these characteristics; (3) to propose suggestions for service providers and financial institutes to develop appropriate strategic plans to motivate e-payment in Vietnam. To address these research objectives, the means-end chain (MEC) theory is employed with hard laddering interviews as data collection methods. Then, the collected data are analyzed by the Association Pattern Technique (APT) and used to build the Hierarchical Value Map (HVM). The HVM indicates five main reasons which bar customers from using e-payment: (1) lack of information about e-payment and its benefits, (2) security vulnerabilities in online payment systems, (3) unavailability of legal laws to protect e-payment users, (4) unpopularity of e-payment, and (5) transaction fees and no discount for e-payment. The Value map also revealed that Safety is the most crucial value explaining why most customers are unwilling to use e-payment. Besides, the respondents also care about the Economy and the Convenience of e-payment. From these findings, the study offers some suggestions for banks and service providers to increase the popularity of e-payments.

Mapping the reasons for resistance to using public transportation in Ho Chi Minh City

Traveling by bus brings many benefits to passengers. However, the growth of passengers using the bus as a means of transport remains slower than that of population and private transportation. This places a strong pressure on urban traffic in Ho Chi Minh City (HCMC). This study aims to explore the attributes of the bus system in HCMC, affecting various values that prevent passengers from using the bus. The study employs the Means-end chain theory as the frame and soft-laddering interview to collect data. Data collected from 36 interviewees, including 25 passengers and 11 experts, is analyzed by Association Pattern Technique (APT) and presented in a Hierarchical Value Map (HVM). The findings show that there are 18 attributes, 27 consequences, and seven individual values preventing passengers from traveling by bus in HCMC. Six key attributes are identified, including not convenient and far bus stations, many stops during the trip, not accurate schedule as planned, ticket collector’s poor behaviors, too many passengers on a bus, thief, or sexual harassment. These attributes lead to a negative impact on key (individual) values, such as Safety, Time control, Health problem, Convenience, and Respectfulness. From these findings, some suggestions are proposed to improve the frequency of bus using in HCMC.

Being Jean-Baptiste Grenouille: on the trail of consumers' olfactory perceptions

PurposeThis research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.Design/methodology/approachFollowing a qualitative approach, this research uses Zaltman metaphor elicitation technique (ZMET). All the steps of the ZMET have been performed, and important constructs and contents have been explored.FindingsUltimately, a hierarchical value map was presented. Accordingly, the naturalness and intensity of the scent played a prominent part in its effectiveness. The pleasantness and complexity of the scent, the malodor, congruity and incongruity of the scent, as well as nostalgia, were seen as the predominant originator constructs that resulted in approach or avoidance reactions.Research limitations/implicationsThese findings have practical implications for managers seeking to design a store atmospherics making way for consumers to engage with the store and the brand. The cultural milieu in which the study was performed could be seen as a possible limitation of the study. This cultural angle should also be taken into consideration while the findings were considered.Originality/valueUsing ZMET as an innovative research method makes the study significant. By doing so, the metaphors of consumption are extended to the sensory marketing field to provide a more comprehensive understanding on the effects of store scent. Moreover, the study contributes to the existing literature of smell marketing.

What is the impact of user preferences on the design of the hospital online registration system: An integrated approach

Background An efficient registration system for all these types of Taiwan medical institutions will enable outpatients to register online and inform them of the best time to go to the hospital and when their turn for medical treatment is. Hence, understanding the outpatients’/users’ actual needs is important for hospital managers to design a user-friendly registration system. Purpose This study, based on means-end chain (MEC) theory and the Kano model, aims to: 1) understand user preferences toward using a hospital online registration system by constructing the Kano–MEC hierarchical value map, and 2) deduce and formulate effective system planning and promotion strategies. Methodology/approach Mixed methods research was employed to collect data. A total of 16 hospital registration websites were examined and 34 in-depth interviews were conducted. All the interview transcripts were analyzed, and 16 attribute, 13 consequence, and 4 value variables were obtained for a final questionnaire design. A total of 376 valid samples were collected from a questionnaire survey to construct a Kano–MEC hierarchical value map. Results The Kano–MEC hierarchical value map depicts hospital online registration users’ innermost thoughts and cognitive structure with regard to their attribute/consequence/value preferences and their attribute performance, as categorized by Kano’s quality classifications. Conclusions The Kano–MEC map showed that “right-clicking the registration by department tab,” “modifying or canceling one’s appointment,” “downloading doctor’s schedule,” “doctor introduction,” “right-clicking the registration by doctor’s name,” and “instant messaging” are classified as Kano’s one-dimensional attributes that can improve users’ satisfaction and reduce their dissatisfaction by increasing quality fulfillment. Practice Implications Evidently, managers should focus on “right-clicking the registration by department tab,” “modifying or canceling one’s appointment,” “downloading doctor’s schedule,” “doctor introduction,” “right-clicking the registration by doctor’s name,” and “instant messaging” to formulate their system planning for enhancing the functions of their online registration system and increasing user satisfaction.

What is the impact of user preferences on the design of the hospital online registration system: An integrated approach

Background An efficient registration system for all these types of Taiwan medical institutions will enable outpatients to register online and inform them of the best time to go to the hospital and when their turn for medical treatment is. Hence, understanding the outpatients’/users’ actual needs is important for hospital managers to design a user-friendly registration system. Purpose This study, based on means-end chain (MEC) theory and the Kano model, aims to: 1) understand user preferences toward using a hospital online registration system by constructing the Kano–MEC hierarchical value map, and 2) deduce and formulate effective system planning and promotion strategies. Methodology/approach Mixed methods research was employed to collect data. A total of 16 hospital registration websites were examined and 34 in-depth interviews were conducted. All the interview transcripts were analyzed, and 16 attribute, 13 consequence, and 4 value variables were obtained for a final questionnaire design. A total of 376 valid samples were collected from a questionnaire survey to construct a Kano–MEC hierarchical value map. Results The Kano–MEC hierarchical value map depicts hospital online registration users’ innermost thoughts and cognitive structure with regard to their attribute/consequence/value preferences and their attribute performance, as categorized by Kano’s quality classifications. Conclusions The Kano–MEC map showed that “right-clicking the registration by department tab,” “modifying or canceling one’s appointment,” “downloading doctor’s schedule,” “doctor introduction,” “right-clicking the registration by doctor’s name,” and “instant messaging” are classified as Kano’s one-dimensional attributes that can improve users’ satisfaction and reduce their dissatisfaction by increasing quality fulfillment. Practice Implications Evidently, managers should focus on “right-clicking the registration by department tab,” “modifying or canceling one’s appointment,” “downloading doctor’s schedule,” “doctor introduction,” “right-clicking the registration by doctor’s name,” and “instant messaging” to formulate their system planning for enhancing the functions of their online registration system and increasing user satisfaction.