The Means-End Chain Model of Wood-firing Teapot

• Main Authors: SHIH,CHIN-CHOU, 石金洲
• Other Authors: WANG,JUN-REN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9m3346

碩士 === 國立體育大學 === 管理學院 === 106 === With gorgeous natural ash glazes and unpredictable beauty of fire marks, wood- firing teapots, as tea-culture commodities, possess practical values and convey the fullness of cultural imageries. The purpose of this research is to explore the true value why consumers purchase wood-fired pots, to discover the connections between wood- firing teapot categories and consumption results and values, and finally to construct the MEC models about the consumption of wood- firing teapots. The theory basis of this research based on MEC models. By adopting laddering interview method, this research transfers information from in-depth interviews into words to achieve potential matrix data through textual analysis, and furthermore creates value HVM of wood- firing teapots. Followings are the findings:The consumption of wood-firing teapot can be categorized into 10 main features, including “handling feeling of teapot handle,” “filter capacity,” “design of spout,” “natural ash glazes,” “fire marks,” “teapot body preference,” “brand image,” “pot style,” “price,” and “meticulousness of pottery clay.” Moreover, features mentioned above connect to 5 consumption results as following: “practical use,” “positive emotions,” “style,” “taste enhancement,” and “unique appearance.” Finally, consumer values of satisfaction can be categorized into “sense of belonging,” “fun and enjoyment in life,” and “sense of security.” Wood- firing teapot manufacturers and sellers can refer to this research for their marketing strategies.