标题: | 以方法目的链探讨绿色环保洗发精B2B使用者的价值目的 A Study Exploring the Goal Value for the B2B Users of Green Shampoo |
作者: | 戴子昀 朱博涌 Tai,Tzu-Yun Chu,Po-Young 管理科学系所 |
关键字: | 方法目的链;软式阶梯访谈法;蕴含矩阵;价值知觉图;绿色环保洗发精;Mean-end Chains;Soft Laddering;Content Analysis;Hierarchical Value Map;Green Shampoo |
公开日期: | 2017 |
摘要: | 随着全球暖化加速,近年环境议题日益备受重视,全球兴起绿色消费主义,主张购买从生产到废弃处理,都对环境友善的产品;根据美国市场研究机构统计,全球绿色消费产品市场在2020年将成长至6000亿美元,尤其以亚太地区成长最快。因此,本研究采纳“方法目的链”(Mean-end Chains, MECs)作为理论基础,以绿色环保洗发精使用者为研究对象,使用“软式阶梯访谈法”进行深度访问,以内容分析法建立“属性-结果-价值”之路径;最后,将所有路径汇整,制成蕴含矩阵及价值知觉图,以深究受访者使用绿色环保洗发精的价值内涵。购买绿色环保洗发精的使用者感知到的产品属性有8项,分别是天然配方、味道清香、细致泡泡、成分清爽、修护功能、标章认证与制造、环保材质与高品牌知名度;获得使用结果有11项,包含降低环境污染、减少人体伤害、促进毛发强健、提升干爽舒适、吸收效果持久、舒服放松、提升消费兴趣、降低使用疑虑、强化良好服务印象、促进话题互动和满意度提升;价值目的有安全感、专业责任、享乐人生、健康与关爱五项。 According to the market research institution in the U.S.A., world market growth of green consuming products will climb to 600 billion US dollars, especially the amount increase fastest in Asian regions. Therefore, this study drew on the "Mean-end Chains (MECs)" as the theoretical basis, and targeted the professional user of green shampoo. “Soft- Laddering” method was adopted as a tool for conducting depth interview, then the “Content Analysis “method was used to find out the ladders to conduct ”Attributes - Consequence Benefits – Value “path for professional users of green shampoo. Finally, all paths were converted into an Hierarchical Value Map. This study results showed that the professional users of green shampoo perceived eight kinds of attributes, including natural formula, fragrance, fine bubbles, refreshing ingredients, repairing function, certification of manufacturing, environmental protection materials and high brand awareness;11 benefits results were concluded, in ordering the reduction of environmental pollution, decreasing body damage, improving hair health, bringing refreshing and comfortable feeling, lasting longer, relaxing, stimulating consumers’ interest, decreasing concern of product uses, strengthening the good service impression, enabling more interaction and satisfaction. The goal values contained the sense of security, professionalism and sense of responsibility, enjoyment life, health and care. |
URI: | http://etd.lib.nctu.edu.tw/cdrfb3/record/nctu/#GT070353109 http://hdl.handle.net/11536/141652 |
显示于类别: | Thesis |