Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market

Document Type: Research Paper

Authors

1 Associate Prof. in Business Management, Shahid Beheshti University, Tehran, Iran

2 MSc. Student in Business Management, University of Shahid Beheshti, Tehran, Iran

Abstract

This study aims to outline the reasons behind the behavior of those customers buying laptop from virtual and traditional market, through deriving hierarchical value map (HVM) using means-end theory. Data was gathered from 40 students using laddering interview. Twenty students had online shopping experiences and had more trust to E-stores and twenty others had more trust and experience buying from traditional stores. Using content analysis, 6 attributes, 13 consequences, and 5 values for the online stores, and 7 attributes, 16 consequences and 5 values for the traditional store were derived. At the next step aggregated Hierarchical Value Map (HVM) was depicted for each market. Regarding the virtual store map, the following linkage “possibility of creating a personal profile- customization- unique offers- discount-being valuable” and regarding the traditional value map the following links “bargaining- influencing the price- economization- putting resources to other use- more comfort” have shown to have the most associations among the interviewees.

Keywords

Main Subjects


اکبری، م.؛ نوع‎پسند اصیل، م.؛ امیری، ن. (1394). تأثیر باورهای مصرف­کنندگان بر رفتار خرید آنها در محیط آنلاین. فصلنامۀ تحقیقات بازاریابی نوین، 5 (3)، 34- 21.
آقازاده، ه.؛ احمدی، ا.؛ دبیران، م. (1395). بررسی تأثیر کارکردهای سامانۀ مدیریت ارتباط الکترونیک با مشتریان بر رضایت و وفاداری الکترونیک (مطالعۀ موردی: فروشگاه اینترنتی دیجی­کالا). فصلنامۀ مدیریت فناوری اطلاعات، 8(4)، 662- 645.
خدابنده­لو، س.؛ زیوری رحمان، م. (1396). ارائۀ رویکرد جدیدی برای بخش‎بندی مشتریان بر اساس تغییر رفتار خرید آنها در طول زمان در حوزۀ کسب‎وکار الکترونیک. مدیریت فناوری اطلاعات، 9(2)، 300- 277.
عسگری، ن.؛ حیدری، ح. (1394). ارائۀ الگویی از عوامل مؤثر بر اعتماد و رضایت مشتری در بخش تجارت الکترونیک (مورد مطالعه: سایت­های تخفیف گروهی در ایران. فصلنامۀ مدیریت فناوری اطلاعات، 7(3)، 674- 655.
کریمی علویجه، م.؛ عسکری، ش.؛ پرسته، س. (1395). فروشگاه اینترنتی هوشمند: سیستم پیشنهاد‎دهندۀ مبتنی بر تحلیل رفتار کاربران. فصلنامۀ مدیریت فناوری اطلاعات، 7(2)، 406-385.
نظری، م.؛ بغدادی، م. (1392). شناسایی و بررسی عوامل تأثیرگذار بر خریدهای آنی آنلاین در فروشگاه‌های تخفیف گروهی در ایران. فصلنامۀ مدیریت فناوری اطلاعات، 5(3)، 239- 223.
Aghazade, H., Ahmadi, E., & Dabiran, M. (2016). The Investigating of Effect of Electronic Customer Relationship Management System on Electronic Satisfaction and Loyalty (Case Study: Digikala store). Journal of Information Technology Management, 8(4), 645-662. (in Persian)
Akbari, M., Nopasand Asil, M. & Amiri, N. (2015). The Effect of Consumer Beliefs on Their Purchasing Behavior in the Online Environment. Journal of New marketing research, 5(3), 21-34. (in Persian)
Asgari, N. & Heidari, H. (2015).Providing a Pattern of Factors Affecting Customer Satisfaction and Reliability in the E-Commerce Division (Case Study: Group Discount Sites in Iran). Journal of Information Technology Management, 7(3), 655-674. (in Persian)
Barrena, R. & Sánchez, M. (2009). Consumption frequency and degree of abstraction: A study using the laddering technique on beef consumers. Food Quality and Preference, 20(2), 144-155.
Belvedere, V., & Goodwin, P. (2017). The influence of product involvement and emotion on short-term product demand forecasting. International Journal of Forecasting, 33(3), 652-661.
Chiang, K. P., & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: an empirical investigation. Journal of Consumer psychology, 13(1-2), 177-183.
Chiu, C. M. (2005). Applying means-end chain theory to eliciting system requirements and understanding user's perceptual orientations. Information & Management, 42(3), 455-468.
Den Uijl, L. C., Jager, G., de Graaf, C., & Kremer, S. (2016). Exploring the functional mealtime associations of older adults through consumer segmentation and a means-end chain approach. Appetite, 107, 613-622.
Den Uijl, L. C., Kremer, S., Jager, G., van der Stelt, A. J., de Graaf, C., Gibson, P., ... & Lawlor, J. B. (2015). That's why I take my ONS. Means-end chain as a novel approach to elucidate the personally relevant factors driving ONS consumption in nutritionally frail elderly users. Appetite, 89, 33-40.
Grant, K., Edgar, D., Sukumar, A., & Meyer, M. (2014). ‘Risky business’: Perceptions of e-business risk by UK small and medium sized enterprises (SMEs). International Journal of Information Management, 34(2), 99-122.
Guo, X., Ling, K. C., & Liu, M. (2012). Evaluating factors influencing consumer satisfaction towards online shopping in China. Asian Social Science, 8(13), 40.
Hoonsopon, D., & Puriwat, W. (2016). The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement. Australasian Marketing Journal (AMJ), 24(2), 157-164.
Karimi Alavije, M., Askari, Sh., & Paraste, S. (2015). Intelligent online Store: A system based on user behavior analysis, Journal of Information Technology Management, 7(2), 385-406. (in Persian)
Khodabandehlou, S. & Zivari Rahman, M. (2017). Providing a New Approach for Segmenting Customers Based on Their Purchasing Behavior Change over Time in Electronic Business, Journal of Information Technology Management, 9(2), 277-300. (in Persian)
Kim, B., Kim, S. S., & King, B. (2016). The sacred and the profane: Identifying pilgrim traveler value orientations using means-end theory. Tourism Management, 56, 142-155.
Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156-173.
Leão, A. L. M., & Mello, S. C. (2007). The means-end approach to understanding customer values of a on-line newspaper. BAR-Brazilian Administration Review, 4(1), 1-20.
Lee, R. J., Sener, I. N., Mokhtarian, P. L., & Handy, S. L. (2017). Relationships between the online and in-store shopping frequency of Davis, California residents. Transportation Research Part A: Policy and Practice, 100, 40-52.
Lee, W. I., Chang, C. Y., & Liu, Y. L. (2010). Exploring customers’ store loyalty using the means-end chain approach. Journal of Retailing and Consumer Services, 17(5), 395-405.
Lin, C. F. (2002). Attribute-consequence-value linkages: a new technique for understanding customers' product knowledge. Journal of targeting, measurement and analysis for marketing, 10(4), 339-352.
Liu, X., Burns, A. C., & Hou, Y. (2013). Comparing online and in-store shopping behavior towards luxury goods. International Journal of Retail & Distribution Management, 41(11/12), 885-900.‏
Muda, M., Mohd, R., & Hassan, S. (2016). Online Purchase Behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37, 292-298.
Nazari, M. & Baghdadi, M. (2013). Investigating the Factors that Influence Online Impulsive Buying in Iran -Survey on Group Discount Websites. Journal of Information Technology Management, 5(3), 223-239. (in Persian)
Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237-249.
Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of advertising research, 28(1), 11-31.‏
Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual's perceived benefits and risks in online shopping. International management review, 7(1), 58-65.
Scarpi, D., Pizzi, G., & Visentin, M. (2014). Shopping for fun or shopping to buy: Is it different online and offline?. Journal of Retailing and Consumer Services, 21(3), 258-267.
Sunil. (2015). Trends and practices of consumers buying online and offline: An analysis of factors influencing consumer’s buying. International Journal of Commerce and Management, 25(4), 442-455.
Wassenberg, C. L., Goldenberg, M. A., & Soule, K. E. (2015). Benefits of botanical garden visitation: A means-end study. Urban Forestry & Urban greening, 14(1), 148-155.
Xiao, L., Guo, Z., & D’Ambra, J. (2017). Analyzing consumer goal structure in online group buying: A means-end chain approach. Information & Management, 54(8), 1097-1119.