基于消费者价值的手段目标链模型

The Means─End Chain Model Focused on Consumer Calues

手段目标链模型是从心理学的角度来解释消费者价值观与产品特性关系的一种研究范式。此模型改进了研究消费者价值观的传统方法，通过假定产品属性、消费结果和消费者价值三者成等级结构关系，把产品和消费者联系起来。目前此模型已经在市场营销领域得到了广泛的应用。文章介绍了手段目标链理论、研究方法以及在市场营销研究中的应用，最后总结了已有的研究的不足，并为以后相关领域的研究指明了方向。

The means─end chain model can be viewed as providing a research paradigm to understand the relationship between consumer values and the product characteristics in a psychological perspective. This model improves on the traditional methods of consumer values research， and links products to consumers by postulating hierarchical relations between attributes of the product， consequences of product use and consumer values. To date， the model has been widely applied in the marketing filed. The article presented an overview of the means─end chain model， including the principle， the research methods and the applications in the marketing filed. Finally， the shortages of the previous researches were summarized and the future research trends in the relevant areas were discussed.