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A logic deduction of expanded means–end chains

Graduate Institute of Business Administration, National Chin-Yi Institute of Technology, Taichung, Taiwan

Tsai Hsien-Tang

Department of Business Administration, College of Management, National Sun Yat-Sen University, Kaoshiung, Taiwan

Fu Chen-Su

Department of Business Administration, College of Management, National Cheng-Kung University, Tainan, Taiwan

This study, based on the expanded means–end chain (MEC) theory, proposes a logic deduction procedure for qualitative analyses as a conceptual structure for establishing information systems. Through the expressions of variable matrix and set theory, the illustrations of data collection and programming procedures reveal the logic deduction framework for analyzing the linkages of consumer value satisfaction and product attribute design. This allows MEC methodology to have an easier programming procedure for creating a related marketing decision support system and thus effective marketing strategies can be developed.

Key Words: logic deduction • means–end chain • qualitative analysis

Journal of Information Science, Vol. 32, No. 1, 5-16 (2006)
DOI: 10.1177/0165551506059218


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