수단-목적 연쇄이론의 피라미드 계층구조와 소비자 인지에 대한 분류과정

• 영문명: Pyramidal Hierarchical-Structure of Means-End Chains Theory and Customers' Cognitive Categorization Process
• 발행기관: 한국관광학회
• 저자명: 정유경
• 간행물 정보: 『관광학연구』제32권 제6호, 221~232쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.12.31

영문 초록

The means-end chain theory suggests that consumers perceive and judge products as the means to achieving a desired end-state in a given product-use situation. This study presents the unique pyramid-structure of the means-end chain; a model linking perceived product attribute to values. In addition, the categorization process in a product-use situation, the concept necessary to the explication was discussed in the last. Understanding these concepts provide opportunities for managers to target market segmentation and advertising based on the customers' desired end-states.

목차

I. 서론

II. 수단-목적 연쇄이론의 요소와 계층구조

III. 소비자의 제품 분류과정(categorization process)

IV. 결론

참고문헌

키워드

수단-목적 연쇄 분류과정 속성-결과-가치구조 Means-end chains Categorization process Attribute-consequence-value structure