A Means-End Chain of Customer Benefits and Values in Streaming Industry

• Main Authors: CHIU, YU-CHUN, 邱宇君
• Other Authors: CHEN,YI-MIN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/td3er6

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 105 === Streaming industry is one of the largest online entertainment activities in the popularization of the internet nowadays. Based on the Means-End Chain, the study puts forward the corresponding customer benefit and value for the characteristics of the streaming industry. Through the questionnaire survey to explore the use of free and paid streaming industry between the two groups on customer benefits and values of the link is different. The result shows that the customers' perceived functional benefit, experiential benefit, financial benefit, and psychosocial benefit of will be different of the perceived instrumental value and terminal value when the customers use the "free" and "paid" streaming industry: Increasing the financial benefits and psychosocial benefits will improve the perceived value of customers whether it is free or paid platform. Experiential benefits only influence customers who use the free streaming industry and do not influence who use the paid one. And to increase the functional benefits does not help to improve the perceived value while customers use the streaming industry. This study validates the theory of the Means-End Chain model, and also applies to the "streaming industry". The proposed hypothesis can be applied to e-service platform or streaming related industries, and to verify difference that the perceived benefits correspond to the perceived value. The study suggests that researchers interested in these topics should use the Means-End Chain model to explore the relationship between perceived benefits and values completely according to different task characteristics or research topics, customers' habits, customers' participation...and so on.