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: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2018-03-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_63626_d65ee8fe9bb7eb3995fd3fa930ca3008.pdf |
| _version_ | 1818755906434760704 |
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| author | Shahriar Azizi Seyed Milad Hosseini |
| author_facet | Shahriar Azizi Seyed Milad Hosseini |
| author_sort | Shahriar Azizi |
| collection | DOAJ |
| description | 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 experiences and had more trust to E-stores and twenty others had more trust and experience buying from traditional stores. Using content analysis, 6 attributes, 13 consequences, and 5 values for the online stores, and 7 attributes, 16 consequences and 5 values for the traditional store were derived. At the next step aggregated Hierarchical Value Map (HVM) was depicted for each market. Regarding the virtual store map, the following linkage “possibility of creating a personal profile- customization- unique offers- discount-being valuable” and regarding the traditional value map the following links “bargaining- influencing the price- economization- putting resources to other use- more comfort” have shown to have the most associations among the interviewees. |
| first_indexed | 2024-12-18T05:46:35Z |
| format | Article |
| id | doaj.art-f5cd29761e8f4e5e92fc8ef06a347072 |
| institution | Directory Open Access Journal |
| issn | 2008-5893 2423-5059 |
| language | fas |
| last_indexed | 2024-12-18T05:46:35Z |
| publishDate | 2018-03-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj.art-f5cd29761e8f4e5e92fc8ef06a3470722022-12-21T21:19:01ZfasUniversity of TehranJournal of Information Technology Management2008-58932423-50592018-03-0110111713410.22059/jitm.2017.239014.212063626Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional MarketShahriar Azizi0Seyed Milad Hosseini1Associate Prof. in Business Management, Shahid Beheshti University, Tehran, IranMSc. Student in Business Management, University of Shahid Beheshti, Tehran, IranThis 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 experiences and had more trust to E-stores and twenty others had more trust and experience buying from traditional stores. Using content analysis, 6 attributes, 13 consequences, and 5 values for the online stores, and 7 attributes, 16 consequences and 5 values for the traditional store were derived. At the next step aggregated Hierarchical Value Map (HVM) was depicted for each market. Regarding the virtual store map, the following linkage “possibility of creating a personal profile- customization- unique offers- discount-being valuable” and regarding the traditional value map the following links “bargaining- influencing the price- economization- putting resources to other use- more comfort” have shown to have the most associations among the interviewees.https://jitm.ut.ac.ir/article_63626_d65ee8fe9bb7eb3995fd3fa930ca3008.pdfHierarchical value mapHigh-involvementladdering techniqueMeans- end theoryVirtual and traditional store |
| spellingShingle | Shahriar Azizi Seyed Milad Hosseini Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market Journal of Information Technology Management Hierarchical value map High-involvement laddering technique Means- end theory Virtual and traditional store |
| title | Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market |
| title_full | Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market |
| title_fullStr | Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market |
| title_full_unstemmed | Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market |
| title_short | Deriving and Comparing Hierarchical Value Map for a Highly Involved Product in Virtual and Traditional Market |
| title_sort | deriving and comparing hierarchical value map for a highly involved product in virtual and traditional market |
| topic | Hierarchical value map High-involvement laddering technique Means- end theory Virtual and traditional store |
| url | https://jitm.ut.ac.ir/article_63626_d65ee8fe9bb7eb3995fd3fa930ca3008.pdf |
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