Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market
This study aims to outline the reasons behind the behavior of those customers buying laptop from virtual and traditional market, through deriving hierarchical value map (HVM) using means-end theory. Data was gathered from 40 students using laddering interview. Twenty students had online shopping exp...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2018-03-01
|
| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_63626_d65ee8fe9bb7eb3995fd3fa930ca3008.pdf |