不能說的秘密─胸罩屬性─結果─價值之方法目的鏈模型

Building the means-end chain model of the brassiere

蕭苑庭(Yuan-Ting Hsiao)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

胸罩(Brassiere)，英文縮寫為Bra，是陪伴女性一生最貼身的產品。產品屬性是彰顯顧客內心價值與需求的具體表現，可以依其特性分成內部屬性、外部屬性、表現及抽象屬性。對胸罩品牌廠商而言，如何透過表現屬性與抽象屬性反應顧客價值，並據以擬定適當的產品與行銷策略，為本研究探討之的關鍵。Gutman於1982年提出屬性－結果－價值的方法目的鏈模型，可經由深度訪談與縝密的調查設計，挖掘消費者內心較難確切表達的價值。本研究主要目的為探索胸罩產品的價值及結果、屬性間的關聯，胸罩可分為長胸及短胸兩類型，本研究所指稱的胸罩即為短胸型的胸罩，長胸型胸罩不包含研究範疇中。調查對象分為學生與輕熟女兩大族群，深入瞭解不同族群的消費行為及價值結構的差異性。從階層價值圖結果發現不同族群重視的結果及價值要素，強弱程度也不相同。「生活享樂」與「自尊」為受訪者最為重視的價值，不過連結的結果要素因不同族群而有所差異性，行銷人員可以朝消費者重視的價值，做為行銷策略的訴求，打入顧客內心深處。

關鍵字

方法目的鏈 ； 胸罩 ； 產品屬性 ； 結果 ； 價值

並列摘要

Brassiere , called “Bra”, accompanied with women life very closely. According to some research, product attributes could be classified with intrinsic attributes , extrinsic attributes , performance attributes and abstract attributes. In this study, we want to know brand of bra firms how to catch the customer value through the product attributes. Therefore, they could plan appropriate product and marketing strategy. It is also the object in the study. Means-end chain model, based on research by Gutman in 1982, is composed of attributes, consequences and value elements. This approach refers to an in-depth, one-on-one interviewing technique used to develop an understanding of customer value hard to express .As a results, the main object in this study is to explore the value of bra and the relationship with consequences and attributes. Our samples are distinguished with students and office ladies so that we can understand the differentiation on consumer behavior and structure of value. In the Hierarchical value map (HVM) ,we found two group emphasized on consequences and value elements were not the same .”Fun and enjoyment in life” and “self-respect ” are the most important value for interviewees. However, it is also different on the linkage consequence elements. In summary, marketer could plan marketing strategy toward the value which is customer focus on so that they would create excess profit by understanding the mind of customers.

並列關鍵字

Means-end chain ； Bra ； Product Attributes ； Consequence ； Value

參考文獻

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