Conhecendo o "valor do cliente" de um jornal on-line

Leão, André Luiz Maranhão de Souza; Mello, Sérgio Carvalho Benício de

doi:10.1590/s0034-75902003000300003

Cited by 4 publications

(1 citation statement)

References 5 publications

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“…The laddering technique is a method used to reveal the means-end hierarchy (Gutman, 1982;Reynolds & Gutman, 1988;Leao & Mello, 2002). This ladder refers to the relationship between the three levels of values or abstractions (attribute, consequence, and value).…”

Section: Laddering Techniquementioning

confidence: 99%

Searching for Value in Researching the Adoption and Use of M-services

Standing

McManus

Standing

et al. 2007

International Journal of E-Collaboration

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Mobile services (m-services) have become an important part of the e-commerce landscape. Although research has been conducted on which services people use and the benefits they attach to those services, the values associated with the adoption and use of m-services at the individual level is still unclear. This article addresses the question of why and how individuals adopt and appropriate m-services with a particular focus on m-communication? In the information systems field, various technology adoption models have been proposed and validated in relation to technology adoption within an organisational setting, but personal adoption and use of technology is less researched. We propose the use of means-end chains and laddering techniques to determine the basic primitive values that are fulfilled for the individual by using various m-services. The examples presented show that mobile services often fulfill such basic needs as selfesteem, achievement, individuality, belonging, and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions.

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Section: Laddering Techniquementioning

confidence: 99%

Searching for Value in Researching the Adoption and Use of M-services

Standing

McManus

Standing

et al. 2007

International Journal of E-Collaboration

View full text Add to dashboard Cite

show abstract

Lessoning travelers’ motivating behavior for a growing phenomenon in Taiwan by an advanced hybrid object-oriented hierarchical model

Cheng

Chen

Sangaiah

et al. 2018

Journal of Computational Science

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The means-end approach to understanding customer values of a on-line newspaper

Leão

Mello

2007

BAR, Braz. Adm. Rev.

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Customer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into personal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchical representation. The most commonly used method to achieve means-end chains is laddering. This theory and method were used to understand customer values of an important on-line Brazilian newspaper, which is an innovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of a personal nature are the most important ones. However, other values indicate the increase of the public man pointing to an alternative vision of what is commonly thought of as the contemporary isolated and selfish human. Academic research could benefit from a broader understanding and use of the means-end theory and laddering on the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfaction measuring and customer value reevaluation, in addition to copy tests.

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Conhecendo o "valor do cliente" de um jornal on-line

Cited by 4 publications

References 5 publications

Searching for Value in Researching the Adoption and Use of M-services

Searching for Value in Researching the Adoption and Use of M-services

Lessoning travelers’ motivating behavior for a growing phenomenon in Taiwan by an advanced hybrid object-oriented hierarchical model

The means-end approach to understanding customer values of a on-line newspaper

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