以方法目的鏈探索冰淇淋專賣店之顧客價值

隨著國人生活水準提升，對於產品不只是本身功能的訴求，顧客在選擇產品同時，也訴求著更多層面的需求要被滿足。本研究將藉由方法目的鏈理論模型，找出冰淇淋顧客在消費經驗中所重視的價值感受、消費結果及產品屬性。針對60位受訪者進行一對一深度訪談，並將訪談內容加以分析編碼與繪製蘊含矩陣以及價值層級圖。再運用價值層級圖找出顧客在冰淇淋消費經驗中所重視之價值感受，並進一步探討在不同消費情境下顧客價值是否存在差異。結果發現，整體受訪者鏈結強度較強之最終價值為「經濟、愉悅感、效率」。而不同消費情境下發現男女朋友約會與朋友聚會結果相似為較重視愉悅感，解饞消費情境之顧客則較重視滿足感。根據此結果，本研究將對相關業者與未來研究方向提出建議。

Increased standard of living in Taiwan has affected consumer demand for products. Consumers no long seek for only product functionality but they also require their needs of various dimension to be satisfied. This study applying the means–end chain approach to identify the customer value, consequences, and attributes of ice cream. One-on-one in-depth interviews were conducted with 60 participants. The interview content was subsequently analyzed and coded to produce an implication matrix and a hierarchical value map, which was employed to determine customers’ value perceptions. Differences regarding customer values in various consumption situations (on date, with friend, craved ) were investigated. The results indicate that the terminal values of the highest strength comprised economy, enjoyment, and efficiency. Enjoyment was emphasized among consumers who were on dates or with friends, whereas satisfaction is emphasized among consumers who craved for ice cream. According to result, the study will make suggestions related to the industry and future research directions.