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A consumer value analysis of mobile internet protocol television based on a means-end chain theory

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  • Hyunsoo Kang
  • Mincheol Kang
  • Sora Yoon
  • Dongju Kim

Abstract

With the rise of the 4G technology, TV or video services based on mobile devices have received increasing attention from consumers. Using means-end chain theory, this study examines the cognitive structure of mobile internet protocol television (IPTV) users. Here, the cognitive structure refers to the attribute–consequence–value linkage that consumers consider as important in mobile IPTV services. The study classifies consumers based on two dimensions (their gender and occupation) and presents hierarchical value maps of mobile IPTV services. For this, the study collects data on 112 potential users of mobile IPTV services by using the association pattern technique. The results indicate >mobility-time killing-enjoyment> as the representative cognitive structure of men and students; >mobility-ubiquity-freedom> as that of women; and >broadcast content-timeliness-freedom> as that of office workers. Copyright Springer-Verlag Berlin Heidelberg 2014

Suggested Citation

  • Hyunsoo Kang & Mincheol Kang & Sora Yoon & Dongju Kim, 2014. "A consumer value analysis of mobile internet protocol television based on a means-end chain theory," Service Business, Springer;Pan-Pacific Business Association, vol. 8(4), pages 587-613, December.
    • Handle: RePEc:spr:svcbiz:v:8:y:2014:i:4:p:587-613
    DOI: 10.1007/s11628-013-0208-8
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    References listed on IDEAS

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    4. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
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