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

Hyunsoo Kang (), Mincheol Kang (), Sora Yoon () and Dongju Kim ()

Service Business, 2014, vol. 8, issue 4, 587-613

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

Keywords: Mobile internet protocol television (IPTV); Means-end chain theory; Association pattern technique; Hierarchical value map (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/s11628-013-0208-8

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