Najlepsze ceny Specjalne oferty dla członków klubu książki PWE Najtańsza dostawa
DOI: 10.33226/1231-7853.2021.10.1
JEL: M30, M31, M37
Adam Sagan ORCID: 0000-0002-5608-179X , e-mail: sagana|uek.krakow.pl| |sagana|uek.krakow.pl

Bridging Means-End Chain theory and self-concept through hybrid elicitation technique

Integracja teorii środków-celów i obrazu siebie — ujęcie hybrydowe

 

This paper aims to examine the relationship between the Means-End Chain (MEC) theory and self-concept based on the Typology of Consumer Value through a hybrid elicitation technique. The contribution of this study is its sequential exploratory strategy of mixed-method design. The data were obtained from eighteen highly involved participants in Focus-Group (FG) discussions through the hybrid elicitation technique. First, a hierarchical value map is constructed using LadderUX software based on the responses. Second, a quantitative analysis with the help of RStudio software is conducted. Finally, an agglomerated matrix revealing the interconnections between self-concept and MEC is presented. The study provides evidence for a relationship between MEC and self-concept and redesigns the existing MEC approach's interpretation. This paper's originality lies in enlarging MEC theory's latitude by integrating self concept as a micro-component. Thus, the MEC model becomes enhanced with individualism, symbolism, and experiential aspects. This approach provides a new consumer-centric perspective on existing MEC and opens new avenues for further research.

Celem artykułu jest zbadanie związku pomiędzy teorią łańcuchów środków-celów a koncepcją self opartą na typologii wartości konsumenckiej za pomocą hybrydowej techniki gromadzenia danych. W badaniu wykorzystano sekwencyjne, eksploracyjne podejście badań mieszanych. Dane uzyskano w drodze zastosowania zogniskowanego wywiadu grupowego od osiemnastu zaangażowanych użytkowników smartfonów. W pierwszym etapie wyodrębniono przy użyciu oprogramowania LadderUX hierarchiczną mapę wartości konsumenckich. W drugim etapie zebrane wyniki zostały poddane analizie ilościowej z wykorzystaniem oprogramowania RStudio. W efekcie przeprowadzonych analiz uzyskano macierz zależności między wymiarami obrazu siebie a strukturą łańcuchów środków-celów. Wyniki badania pozwalają na wskazanie zależności pomiędzy łańcuchami środków-celów a obrazem self konsumenta oraz umożliwiają rozszerzenie dotychczasowej koncepcji środków-celów o aspekty indywidualne i symboliczne wynikające z autowizerunku konsumenta.

Słowa kluczowe: laddering; Means-End Chain; self-concept; typology of consumer value; Zaltman Metaphor Elicitation Technique (metody drabinkowe; łańcuchy środków-celów; koncepcja jaźni; typologia wartości konsumenckich; technika ZMET)

Bibliografia

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