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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.4 No.2 pp.31-40

Analysis of Value Pursuit Discount Store Customers Using Means–End Chain Theory*

Hoe-Chang Yang**, Sang-Ho Han***, Keun Eom****

**Assistant Professor, Department of Distribution Management, JangAn University. E-mail:
***Adjunct professor, Department of Distribution Management, Jangan University, e-mail:
****Corresponding Author, Professor, Department of Distribution Management,
Jangan University, e-mail:

Received: November 14, 2013. Revised: November 26, 2013. Accepted: December 16, 2013.


Purpose - This study attempted to identify the value promotionclues that may operate as a consumer’s motive, by sheddingnew light on consumer value and by reconstructing eachvariable analyzed through the means–end chain (MEC) theory.
Research design, data, methodology - In this study, 202copies of effective questionnaires using the data of Yang andJu (2012) were subjected to correlation, regression, and SEM.
Results - All store selection attributes were verified as havinga positive influence on the relationship quality. Although thestore selection attributes were verified as exerting a positive influenceon the relationship quality, according to the verificationresult of the mediating effect, consumer value was verified to beinfluenced only by the relationship quality instead of by thestore selection attributes.
Conclusions - As a result of path analysis on the proposedmodel after modification, it was verified that only product factorhad a statistically significant positive influence and that socialvalue was completely mediating between relationship quality andemotional value. It may be highlighted that the MEC theory conceptwould be applicable to the cause-and-effect relationshipmodel.

JEL Classifications : M10, M31, M37, N75, O24.


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