以方法目的鏈分析越南Zalo即時通訊平台的使用

這篇研究主要是以方法目的鏈(Means-end chains)去檢測越南年輕人使用Zalo即時通訊應用程式之行為。此篇研究也涵蓋介紹了Zalo和使用者之間關係的屬性、結果和價值。受訪者大約為20至30歲的25名越南年輕人，其中包括15名男性和10名女性。階層價值(Laddering)受訪面談發現使用者用戶有7個屬性、8個結果和5個價值。結果顯示通訊的需求是一天一天逐漸增加的，這也變成我們社會的一部分並影響著我們，最重要的是它可以維持和建立關係。受訪者表示喜歡即時性的，而Zalo是可以立即更新資訊和解決問題的。此外，本研究的方法目的鏈(means-end chain)可以用分層價值地圖來表示。除此之外，本研究也提供一些關於行銷人員如何更好的解決青年使用者對即時通訊應用程式的啟示。關鍵字：即時訊息、階層價值、方法目的鏈、Zalo

關鍵字

即時訊息；階層價值；方法目的鏈； Zalo

並列摘要

This study presents a means-end chain method for examining Vietnam youth’ behavior while they are using Zalo – an instant messaging (IM) application. This paper also covers the relationship between the attributes of Zalo and users’ perceptions of their attributes, consequences and values. The respondents comprise 25 Vietnam youths around 20-30 years old, including 15 women and 10 men. Laddering interviews identify users’ perceptions of seven attributes, eight consequences and five values. The result indicates that the need of communication is increasing day by day. The need of being a part of society, such as maintaining and creating relationship, is essential. Respondents like the instantaneity. They want to update information and solve their problems rapidly. Moreover, the means-end chain in this paper can be represented in a hierarchical value map. This study also provides some implications about the IM application for marketers to better address these youth users. Key words: Instant messaging, Laddering, Means-end chain, Zalo

並列關鍵字

Instant messaging ； Laddering ； Means-end chain ； Zalo

參考文獻

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Cameron, A. F., & Webster, J. (2005). Unintended consequences of emerging communication technologies: Instant messaging in the workplace. Computers in Human Behavior, 21(1), 85-103.

Devlin, D., Birtwistle, G., & Macedo, N. (2003). Food retail positioning strategy: a means-end chain analysis. British Food Journal, 105(9), 653-670.

Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.

Flanagin, A. J. (2005). IM online: Instant messaging use among college students. Communication Research Reports, 22(3), 175-187.

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以方法目的鏈分析越南Zalo即時通訊平台的使用

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