Why Users Choose Particular Web Sites Over Others: Introducing a "Means-End" Approach to Human-Computer Interaction.

摘要: Gutman’s means-end theory, widely used in market research, identifies three levels of abstraction – attributes, consequences, and values associated with the use products, representing process by which physical attributes products gain personal meaning for users. The primary methodological manifestation theory is laddering interview, it has been claimed generates better insights than other qualitative or quantitative methods. This study asked: Can its concomitant methodology, be successfully applied context human-computer interaction specifically to help understand relationships between Web sites their users? employed interviews elicit data concerning site user end-values. was duly processed results were subsequently appraised. Examination determined that chains do indeed characterize users, thus proving theory’s applicability.