Applying Means-Ends-Chain to explore the value of Pub’s consumer

• Main Authors: Huang Yu-Han, 黃郁涵
• Other Authors: You-De Dai
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/89142601430530365987

碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 100 === The city has a new look, due to the change of social and economic structure. The city has become a group of entertainment and a leisure center, especially at night. Night clubs are peculiar leisure places for people to release the stress from work through music, dance and expression. They’re different from general leisure places and have their peculiar culture. People are supposed to follow certain rules when coming into night clubs. From previous studies, some characteristics and consumption brackets of night clubs can be understood. However, the real purpose of the consumers and how personal value is connected to interest still lack further exploration. This research uses the ‘‘Means-end chain’’ theory to analyze the in depth structure of the value of night clubs , so as to probe into night clubs’ consumers’ ideas and their demands of value. This research used laddering approach to interview 60 interviewers, so as to explore the value levels of consumed experiences in night clubs. The result sums up the value cognition levels of consumers in the night clubs are music, drinking, the dance floor, friends gathering, pick up someone, make friends, handsome guys and beautiful women, the atmosphere and the theme activities etc. 9 attributes. Relax, fun, excitement, learn to share, stimulation, accompany, to keep the attraction fresh, release the stress, escape from the reality, to get compromise, to get wild, strength the body, visual feast etc. 13 results. Confidence, full life, broaden the vision, snap out of it, broaden the connection, pursuing freedom, relight the zeal, self-fulfillment, fulfillment, great memory, safety and sense of belonging etc. 11 values. Besides, this research has provided gender and age differences in their value orientations, that can be taken into consideration by the related agents.