Extending Means-end Chain Theory by Integrating a Self-concept Approach and Behavioural Perspective Model

Autor

DOI:

https://doi.org/10.15678/ZNUEK.2019.0979.0103

Słowa kluczowe:

zachowanie konsumenckie, teoria łańcucha środków i celów, koncepcja siebie, model perspektywy behawioralnej

Abstrakt

Tytuł artykułu: Rozwój teorii łańcucha środków i celów – integracja podejścia koncepcji siebie i modelu perspektywy behawioralnej

Artykuł jest próbą integracji modelu poznawczego łańcucha środków i celów (Means-end Chain – MEC) z jakościowymi podejściami koncepcji siebie i modelami budowanymi w perspektywie behawioralnej (Behavioural Perspective Model – BPM). Zrealizowane zostały w nim trzy cele badawcze. Po pierwsze, scharakteryzowano podejście łańcucha środków i celów, postmodernistyczne nurty badań nad koncepcją siebie i oparty na radykalnych koncepcjach behawioralnych model BPM. Po drugie, zostały omówione podobieństwa i różnice w modelach MEC. Po trzecie, podjęto próbę sformułowania założeń metateorii związanej z rozszerzoną koncepcją łańcucha środków i celów.
Zaprezentowane podejście, uwzględniające podejście koncepcji siebie, podkreśla wielowymiarowe czynniki symboliczne na poziomie mikrostrukturalnym. Z drugiej strony, rozpoznając wzmacniające i hamujące czynniki otoczenia, pozwala na wykorzystanie modeli BPM na poziomie makrostrukturalnym. Wyniki badań otwierają pole nowych możliwości badawczych związanych z rozszerzeniem teorii łańcucha środków i celów i pełniejszej interpretacji zachowań konsumenta.

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Opublikowane

2019-06-26

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