首页> 外文会议>Association for Information Systems 8th Americas conference on information systems (AMCIS 2002) >INTRODUCTION OF THE MEANS-END CHAIN FRAMEWORKFOR PRODUCT DESIGN AND COMMUNICATIONSSTRATEGY FOR INTERNET APPLICATIONS
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INTRODUCTION OF THE MEANS-END CHAIN FRAMEWORKFOR PRODUCT DESIGN AND COMMUNICATIONSSTRATEGY FOR INTERNET APPLICATIONS

机译:面向互联网应用的产品设计和通信策略的中端链框架简介

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This paper presents research in progress on the application of the means-end chain (MEC) framework forrninvestigating the customers cognitive structure regarding internet applications. It is argued that thernunderstanding of customer cognition is crucial for the development of sustainable business models. MECrnAnalysis is seen as a mean to support communication and product design tasks. Based on theoreticalrnconsiderations about the MEC framework and its limitations the case of an explorative study regardingrninformation portals is illustrated. Data was collected conducting individual laddering interviews via chat withrn126 users of a major information portal in Germany. Answers were divided into attributes, consequences, andrnvalues. Using content analysis a hierarchical value map (HVM) as the main result of MEC analysis wasrnconstructed. The HVM shows that consumers use information portals primarily to feel well informed whilernsaving time collecting information. They do not see personalisation as an important feature. Some merelyrnappreciate it for time saving issues. Suggestions are made on how the results can be used for communicationsrnstrategy and product design. The obtained concepts of the explorative study will be used as an input to designrna standardised online questionnaire.
机译:本文介绍了有关手段-端链(MEC)框架的应用的研究进展,该框架用于调查有关互联网应用的客户认知结构。有人认为,对客户认知的理解对可持续商业模式的发展至关重要。 MECrnAnalysis被视为支持交流和产品设计任务的一种手段。基于对MEC框架及其局限性的理论思考,举例说明了有关信息门户的探索性研究。通过与德国一个主要信息门户网站的126位用户进行聊天,收集了数据,进行了单独的阶梯式采访。答案分为属性,后果和价值。使用内容分析,构建了作为MEC分析的主要结果的层次式价值图(HVM)。 HVM显示,消费者主要使用信息门户网站来获得充分的信息,同时节省收集信息的时间。他们不认为个性化是重要的功能。有些人只是为了节省时间而赞赏它。对如何将结果用于通信策略和产品设计提出了建议。获得的探索性研究概念将用作Designrna标准化在线问卷的输入。

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