Dissertations / Theses on the topic 'Means-end chain analysis'

碩士<br>中原大學<br>國際商學碩士學位學程<br>104<br>This study presents a means-end chain method for examining Vietnam youth’ behavior while they are using Zalo – an instant messaging (IM) application. This paper also covers the relationship between the attributes of Zalo and users’ perceptions of their attributes, consequences and values. The respondents comprise 25 Vietnam youths around 20-30 years old, including 15 women and 10 men. Laddering interviews identify users’ perceptions of seven attributes, eight consequences and five values. The result indicates that the need of communication is increasing day by day. The need of being a part of society, such as maintaining and creating relationship, is essential. Respondents like the instantaneity. They want to update information and solve their problems rapidly. Moreover, the means-end chain in this paper can be represented in a hierarchical value map. This study also provides some implications about the IM application for marketers to better address these youth users. Key words: Instant messaging, Laddering, Means-end chain, Zalo

碩士<br>國立成功大學<br>電信管理研究所<br>95<br>According to the data from the director general of telecommunications of Ministry of Transportation and Communications, the number of subscriber is more than 22,800,000 (2G +PHS +3G) in the second season of 2006 in Taiwan. It is almost 99.9% to convert as the popularity, in other words nearly everyone holds a cellular phone in Taiwan, and therefore operators begin to develop the absorbing and enjoyable mobile value-add services. However the dream doesn’t come true, according to the investigation of ACI-FIND (2005), the popularity rate of cellular phone is the 1st in the whole world, but the rate for mobile internet only 8%, this mean most consumer just use voice service with cellular phone, and keep someone at a respectful distance to use mobile value-add services. A lot of studying approve that ' Means-end Chain ' is a effective method that can offer one to understand consumer's psychology and behavior (Gutman and Reynolds 1979; Gutman 1982; Florence and Rapacchi 1991; Olson and Reynolds 2001). This research plans to explore consumer's attribute and relative one's own value of mobile value-add services with ' Means-end Chain ', and to understand the motion of using mobile value-add services from consumer. As for operators, they can understand what means for the attributes of mobile value-added services that operators attach importance to through ' Means-end Chain ', and expect to bring what consumption result and value. And the research makes up the value cognitive structure difference through comparing consumer and operator with Means-end Chain. The results of study show that operator and consumer have different value cognitive structure, in other words, operators and consumers have different link relations in ' attribute - result ', ' result - value ', and ' attribute - value.' At the same time the results of Compare Means in ' attribute ', ' result ' and ' value 'also show the difference between operator and consumer for ' content attribute ', 'optimized attribute' and ' basic attribute.' There are cognitive differences between operator and consumer for ' rich life’ and ' solve the problem and offer in ground information’ of consumption result and for ' since I sure ', ' stimulate ' and ' enjoy life’ of value.

博士<br>國立中山大學<br>企業管理學系研究所<br>90<br>In order to find the variables for measuring customer value, at the first stage, this study adopts hard laddering technique to collect information from fifty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. This article chooses those customers who buy clothes for their children as our subjects. The results show: 1.By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information. 2.Only efficiency and play partially support the hypothesis that first-time customers focus primarily on attribute-level. Ethics confirms the hypothesis that short-term customers emphasize mainly on consequence-level, while excellence and spirituality partially support this hypothesis. Status, esteem and spirituality support the hypothesis that long-term customers focus primarily on goal-level, while efficiency, play and ethics partially confirm this hypothesis. It suggests that there is no one segment of customers could completely receives customer value which he actually needs. 3.Regarding to the analysis of single type of customer value, it shows that customers emphasize on the consequences provided by the attributes and also the goals the consequences reinforce. Furthermore, they seek the goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of single type of customer value has been constructed. 4.With regard to the analysis of eight types of customer value, it suggests that customers focus on the multiple consequences provided by one attribute or multiple attributes and also the multiple goals the consequences reinforce. Furthermore, they pursue the multiple goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of eight types of customer value has been built.

碩士<br>國立臺灣大學<br>資訊管理學研究所<br>105<br>Crowdfunding has grown rapidly in recent years. In 2013, the first crowdfunding platform appeared in Taiwan, and now Taiwan becomes the country that has the highest density of crowdfunding platforms. Due to the increasing number of funding projects, the problem of how to attract the attention of those sponsors has become the most popular issue for the platform managers and the fundraisers. However, the ratio of the crowdfunding platform member who have ever sponsored a project is low and the project success rate is below 50%, we still have a lot to do to increase the success rate and the participation rate. Former studies exploring the success and participation rate focused mainly on the platform characteristics by applying signaling theory or herding effect. Little research explored this topic from the customer perspectives, like customer experience and value. Several studies indicate that customer perceived value is an important factor that can influence customer behaviors and their participation. Therefore, our aim is to figure out how to improve the success rate from customer value perspective through qualitative interviews to crowdfunding sponsors. Our empirical result shows that Happiness, Fulfillment, Participation, Curiosity, Vanity, and Trust are the most important value for sponsors and also have a great impact on sponsor motivation. As a result, while designing the service process and platform mechanism, platform managers can take those six customer value into consideration in order to raise the success rate and the participation rate.

碩士<br>嶺東科技大學<br>行銷與流通管理研究所<br>99<br>In this paper, both qualitative and quantative analysis methods are employed to study the consumption values and prime attributes of the cat and dog's owner. First, following the framework of means-end-chain (MEC) theory, the chain between attributes, consequence and value are linked so as to understand and compare the values of keeping cats and dogs. Next, based on the qualitative results, a quantative questionnaire is designed to survey the prime attributes difference between different lifestyle of pet owners. Through the study of MEC, we found that both raising cats and dogs can bring owners the value of "fun and enjoyment" and "achievement", but the source attributes are different. The dog owners emphasis more on the aspects of species and company, while the cat owners think that easy to feed and easy to maintain are the most important attributes. In addition, through the clustering analysis on the lifestyle, the result shows that the difference on prime attributes of dog owners of different lifestyle is significant, but contrary results are found for the cat owners. The results of this study can provide the manager of pet shop a valuable reference to meet consumer demand when developing their marketing strategies or new products.

碩士<br>國立中正大學<br>企業管理系研究所<br>104<br>Nowadays female in Taiwan not only achieved financial independently but also became a stronger power in real estate market. In the ratio of house purchasing by gender, female have already accounted for more than half for seven years. This research is based on means-end chain (MEC) model. MEC model was adopted for analyzing the data were collected through one-to-one in-depth interviews with many female house purchasers. By understanding female house purchaser’s motivation, discuss what kinds of the value may bring to female buyers. Via data analysis, there are 20 factors could be concluded into 3 separated levels, which are “attributes,result, and value”, afterward the HVM (hierarchical value map) could be leveraged to find correlation relationship among these 20 factors. Through the research we could get the intension of the female house purchasers and the subsequence and value.That information could as the reference for the property market. The result indicated that the attribute that female put more focus on is whether house located nearby their daily life needs, to enjoy more on better external environment conditions and convenience, so to achieve the house purchasing value of life convenience and comfortableness. Therefore, the real estate companies should focus the marketing strategy that whether the house located her daily life needs, especially the good environment condition and convenience, will highly influence female purchasers’ decisions. So if we can start to the planning from how to bring the most convenient environment to female purchasers, it can definitely help to attract much more females’ attention.

碩士<br>國立高雄應用科技大學<br>資訊管理研究所碩士班<br>101<br>In this study, a research model based on means-end chain model using regression analysis to verify the causal relationship of hypothesis and investigate the importance and performance of traceable food attribute with importance - performance analysis. The research purposes are as follows: 1. the current situation in consumer's perception of traceability. 2. The impact of Traceable label on consumer food choices motivation. 3. Choice motives influencing consumers purchase traceable products. 4. The consumer perception on importance and satisfaction of Traceable product attributes. 5. Giving improvement initiatives for producers to enhance traceable food marketing. Results: 1. label cognition and food choice motives satisfaction are positively correlated. 2. The natural content, product information, awareness and recognition, pleasure experience and the mood significantly affected to consumers' purchase intention. 3. The convenience of traceable foods buying and traceable foods price are needed to be improved.

碩士<br>國立雲林科技大學<br>資訊管理系碩士班<br>100<br>The National Health Insurance system of Taiwan, which has been implemented for over 15 years and contributed national convenience, economy, and complete medical services, is an important milestone for Taiwan&apos;&apos;s medical history. But in recent years due to changes in the socio-economic environment, and there exists rooms for system for improvement, the Executive Yuan have proposed an institutional reform project called “the second generation national health insurance’ (hereafter, NHI).Nevertheless, this reform has failed to reach a general consensus, so the implementation process is delayed for a long time. After several years of discussions, finally on January 4, 2011 the amendment was set. Though there are some compromises, the objectives of the reform remain the same, and aggressive marketing still needed to obtain recognition and consensus from public. The aim of this study is to investigate the perceived value system of NHI. Based on in-depth interview with a sample of 35 people who are the insured as well as the workers of NHI business, a means-end analysis by laddering method is conducted to investigate the value system of public toward NHI. Implication matrix and Hierarchical Value Matrix (HVM) are produced to enable visual analysis and discussion of the conclusion... Major values explored in this study can be listed as, "rationality," "fairness," "social welfare", "leverage resources,", "open information," and "efficiency enhancement" are six major values treasured by public. The main conclusions and findings provide the relevant administrative units, the development of practical guidelines for effective strategy to promote NHI and helpful reference for follow-up studies.

碩士<br>國立中正大學<br>企業管理研究所<br>101<br>Volunteering participation is an important channel for delivering care and compassion to causes and communities in need. Meantime, volunteering services offer a number of distinctive advantages to society, particularly for pursuing public interest and enhancing social harmony. To consider the quantity and quality of volunteer services simultaneously, it is an issue worth meditating on how to keep the high retention of volunteers, encourage more people to get involved, and enhance the quality of the volunteer services because the continuity of volunteer services makes them more integrated, detailed and full of human nature. This thesis introduced Means-End Chain theory to explore the determinants of volunteering participation. The research data were collected through the in-depth interviews and the results were induced via content analysis. The results found can not only reinforce insufficiency of the government functions, but also ease complaints from people who are not fully or timely satisfied by the government due to the law restrictions. Besides,this study segmented volunteers with regard to the differentiation of rational-oriented and sensory-oriented groups in order to set the strategy and the positioning of volunteer service. For the former, participating in volunteer services should focus on the needs of volunteers in pursuit of their contributions of giving back to the society. Volunteering can both make life more real and spiritual satisfaction. For the latter, on the contrary,this group emphasized more to improve the society and enhance the spirit of mutual help. During the involvement in this process, it also helps to fill the emptiness in the heart and then pursue more value of the security.In conclusion, these analyses can be used as further references for related volunteer organizations to manage volunteers in the future.

碩士<br>南華大學<br>旅遊管理學系旅遊管理碩士班<br>106<br>Due to the low birth rate in our current modern society, parents are willing to spend more time and pay more attention on their children. Hence, the family tourism market is set to boom and the family tourism plan become extremely important. With appropriate travel offerings that meet parent’s want and need, it can create substantial and significant revenue. By adapting the soft ladder approach of the Means-End hierarchies, this research interviewed forty people who had participated family tourism packages within the past two years to explore and examine the connections between the attributes of consumer’s travel plan as well as the expectation and value of the trip so that the requirement and desire of family tourism can be fully understand. 　　This research reveals that in the travel attributes hierarchy, parents consider sequentially: the theme of the itinerary, the convenience of transportation arrangements, the hotel accommodation arrangement, the travel safety and the last is narrator of guide tour. In the consequence hierarchy, the parents concern learning about the different historical backgrounds/local culture/dietary characteristics, outlet of relaxation (work/ travels), increasing the interest of learning and self-confidence, increasing family interaction time, gaining multiple experiences, economically value for money and finally, to build up children’s interpersonal relationships. In the travel hierarchical value map, parents emphasize in order, the educational value, creating fabulous memories between the parents and children, outlet of relaxation, increasing the intimacy between the parents and the children, love giving and then improving the relationships between husbands and wives. The results of this study is to provide accurate information of consumer’s needs and wants when it comes to organizing family tourism product and set the right marketing strategy.

碩士<br>國立中正大學<br>企業管理學系碩士在職專班<br>106<br>With the growth of coffee drinking population, individual coffee shop sprung up like mushrooms in Tainan city. Most of those shops located in alley or narrow streets due to their funding limitation, which is very different from chained coffee shops located in major roads or department stores with crowded customers. Due to the location is not as competitive as chained coffee shops, individual coffee shops are way behind on Place factor in 4P marketing. At the same time, individual coffee shop has to build its own reputation when business starts, which is quite difficult. This research adopts means-end chain approach as basis, also categorize with content analysis method to draw hierarchy value map (HVM). Using HVM to evaluate individual coffee shop core value for customers, analyze content and follow on marketing strategy, in order to provide coffee shop owners and related suppliers complete customer marketing information to set marketing strategy to meet value of customer, build uniqueness and set market segment. From the result of qualitative research we find that customer favor value from individual coffee shop are: obtain professional coffee knowledge, feel at ease, efficiency, convenience, feel secured, better deal and delight. Value is the ultimate goal when customers go to individual coffee shop, which is hardest to control for owners. Therefore, owners should concentrate on more concrete and easy to build attributes to establish characters of individual coffee shop, in order to increase and attract customers, obtain ultimate value.

碩士<br>中華大學<br>企業管理學系<br>107<br>By the end of 2018, the annual growth rate of professional trade unions was about 1%, and the total number of trade union members accounted for 17.04% of the total employment in Taiwan. The proportion of occupational labor in the labor and employment market is not low, however, the number of participating professional trade unions is not high.so the number of people participating in professional trade unions remains to be strengthen. This study is intended to understand the consideration of the continued participation of trade union members in trade unions. Previous studies have focused on industrial trade unions, and there are few studies relative to professional trade unions. This study hopes to gain a deeper understanding of the ideas of the continued participation of trade union members in a qualitative way, using the means-end chain as a research method and adopting soft laddering interviews for 30 people. In-depth interviews were conducted on professional trade union members and obtained 20 factors that continue to participate in the union, including 8 attributes, 7 results and 5 individual values. The content analysis method is used to obtain the meaning matrix, and the chain relationship is used to map the value hierarchy, and then the various elements of the structure of the members of the professional unions are continuously summarized. The study found that continuous participation in professional trade unions can bring personal values of "security," "a sense of belonging", "cohesion" and "self-confidence". Only by meeting the basic conditions of "identification" that maintain the membership of professional trade unions can members enjoy the various benefits that professional trade unions have for them. The protection of "Labor Health Insurance" can alleviate the risk burden of professional trade union members. From the basic guarantee of labor and health, the members of professional trade unions can feel safe. "Communication" and "enlargement of social circles" meet the various material and psychological needs of members and are the most important conditions for enhancement. The "communication" among the members of the professional trade unions contributes to the improvement of the sense of belonging. There are differences in the values of "being a sense of belonging" and "self-confidence" in terms of gender. The results of "life improvement" and "souvenir" at age are different for the factors that continue to participate in the decision of the professional union. The labor education curriculum links professional functions, and members participate in the curriculum to increase knowledge and concepts while increasing their self-confidence. It can not only improve professional skills, but also reduce the financial burden. The value of continuous participation in professional trade unions is biased towards the sense of security in life. The size of the organization of professional trade unions will also affect the willingness of professional trade union members to continue to participate. The greater the organization, the smaller the cohesiveness. How to strengthen the relationship between professional trade unions and members is a subject that needs to be learned to overcome. Based on the above findings, the overall analysis shows that the security of professional union members is the core value of their participation. For future studies, the author recommends analyzing the meaning of the continuous participation of professional trade union members and providing suggestions for development of future or other professional trade unions.

碩士<br>南華大學<br>旅遊管理學系旅遊管理碩士班<br>107<br>Due to the most of Taiwanese are Japanophile causes the Japanese to think generally Taiwan is extremely kind and the friendly sightseeing place. There are many Japanese backpacker or the Japan tourists with the group anywhere in Taiwan. This research hopes to know the travel image and travel value in Taipei by adapting the soft ladder approach of the Means End Chain Method. This research interviewed 40 Japanese tourists in Taipei , Base on the data analysis of the interview response, this research acquires 9 travel images as: the night market, Chinese food, the old streets in Taipei, the famous historic spot, the people in Taiwan enjoy their activities at night a lot, and the warm hospitality in Taiwan, the tourist attractions or impressive buildings is Taipei 101 building, the traffic way, and the weather. And this research acquires the travel value including the 3 items are: tally with tourists' expectations, the new and fresh feeling in the tour, the relaxation. 　　The results of this research conclude: The most important things that the Japanese tourist value include: 1.Tally with tourists' expectations, that means tourist can make the tour satisfactory from the Chinese food, night market, and the old street to make the different culture experience. 2. The new and fresh feeling values are from the night market, the Chinese food etc., that can make the tourist have the whole new experience in the tour. 3. Relaxation value from the cheap price, the Chinese food and friendly, warm hospitality etc. The results of this study is to provide accurate information of Japanese tourist's need in Taiwan and to make the better promotion strategy for the coming Japanese travelling market.

碩士<br>中國文化大學<br>國際企業管理研究所<br>93<br>The purpose of the study is to examine the relationship between a means-end chain analysis of consumers value and consumer loyalty in the research context of chain restaurants. According to literature review, consumer value includes eight value components: efficiency, excellence, status, esteem, esthetics, play, ethics and spirituality values. In order to find the variables for measuring customer value, at the first stage, this study adopts soft laddering technique to collect information from forty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. A sample, 278, is randomly obtained from the customers in Taipei restaurants. Data is collected through the method of survey questionnaire. The results show: 1. By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information. 2. Consumer value has an impact on consumer loyalty. 3. Significant differences exist in the consumer’s major behavior in terms of efficiency, excellence, esteem, and spirituality value, but the efficiency value is negative correlation. 4. Significant differences exist in the consumer’s minor behavior in terms of esteem, and spirituality value. 5. Significant differences exist in the consumer’s repurchase intention in terms of efficiency and play value, but the play value is negative correlation. Finally, the limitations of the study and the recommendation for future research are discussed.

碩士<br>國立雲林科技大學<br>資訊管理系碩士班<br>100<br>As the vigorous growth of information technology goes on, it raises the issue of digital divide. While Internationals bring up strategies to reduce digital divide, the Government brings up the important strategy to reduce digital divide in remote dealing with promotion program to create digital opportunities in remote. In recent years, almost two hundred Digital Opportunity Centers (DOC) have been set up in remote all over the country actively. Create digital application opportunities in remote in hope of reaching the sustainable development of the operational goals. With regard to how to do self-conducted operation and sustainable management, master of the operation of the DOC operational strategy is the key to the DOC from continuing operations, after many digital opportunity centers complete applying implementation from the Government. This research is based on organization of related literature and analysis of current situation by interviewing internal DOC management staff, utilizing the Means-end chain approach and laddering to induce the business strategy affecting the operation of digital opportunity center. The results of interviews categorized by content analysis were drawn into HVM with three crucial DOC operational strategies. They were organized and put forward specific proposals. 1. To strengthen lifelong learning programs as the establishments of information education. 2. To become a learning organization to train people in information skills to obtain technology licenses. 3. To improve personnel reasonable treatment system in order to facilitate sustainable management. Keywords：Digital Opportunity Center, Digital divide, Means-end chain approach, Business Model

Includes list of Supplementary refereed publications relating to thesis; and of Refereed conference papers, as appendix 1<br>Includes bibliograhical references (p. 316-343)<br>xix, 381 p. : ill. ; 30 cm.<br>Focusses particularly on the purchase of wine and the factors that influence consumer choice and the values that drive the decision process across different consumption occasions. The effectiveness of occasion as part of the theoretical model of means-end chain analysis is investigated, as well as the feasibility of occasion in the Olsen and Thach (2001) conceptual framework of consumer behavior relating to wine.<br>Thesis (Ph.D.) -- University of Adelaide, School of Agriculture and Wine, Discipline of Wine and Horticulture, 2003

碩士<br>國立中正大學<br>企業管理所<br>94<br>ince the last decade of the 20th century, the high technologies early used in science and war industry were applied to the consumers electronic products such as personal computer, mobile phone, wireless communications and Internet broadband network. All those kind of hi-technologies also make the integration of computer, communications and consumers electronic products become easier and popular. Especially, the invention of digital still camera (DSC) which integrats the digitization, optoelectronics and raster image processor (RIP) is playing the role of key promoter. With high number of image sensor pixels that realizes the picture quality of DSC to be comparable to that of the traditional Single Lens Reflex (SLR) camera. Besides, the benefits and advantages of quick snapshots, instant gratification for you see your picture as soon as you’ve captured it, instant photography without the film costs and paying for development, the specialized shooting and exposure controls modes for people whom want to stretch the shooting technique to capture the creative or artistic photos, digital photographs are already in a digital format once the images captured that makes them incredibly easy to distribute and use via the internet, the hi-speed and easy-to-use interface is ready for faster downloads, file transfers, or quick hookup to PC or TV, operation menu is all-inclusive and user friendly, and so on are great for point-and-shoot photographers who want to immortalize life’s surprises. These performance features also makes the amazing DSCs are tempting indeed. For most of the major DSC manufacturers, They all try to combine top specifications with innovative technology to transport product features to an exciting new level such as- image stabilizer technology, an exceptionally long and superbly engineered zoom, specialized shooting modes, sophisticated movie capabilities and exciting array of shooting options. But the development at the cutting edge of technology is always a very costly affair and the rate of development is so intense as to quickly outdate them. So they must do what they can in marketing to deal with the uncertainties of consumers’buying decision and trend change. But for the DSC product buyers, the best selling hi-tech products always because of technology innovation and the brand-new benefits perceived. But it takes time for the lips of the early adopter to disperse. Even nowadays the price of digital cameras is still hard to say friendly yet and the rate of new product on shelves so intense as to quickly outdate them, it would be also difficult to tell in what way are they so different to their analogue siblings and how do they compare. Beneath those sleek exteriors are features and capabilities which features are most important or truly essential to them and which are just hype before they step foot in the store. With so many choices on the shelves, how do you choose the right replacement? Understanding of customers' needs is the core of marketing strategies. However, what are the customers' needs? and why? The “Means-End Chain” (MEC) model considers that consumers hold three types of product knowledge, the knowledge of product attributes, the positive consequences or benefits of consuming the product and the personal values satisfied. Attributes are means for achieving benefits and benefits are means for achieving personal values. Abstract personal value is the driver of specific product attributes indeed. The conceptual framework for this research was based on Shimp’s (1997) conceptual framework of MEC model that will hopefully capture the difference between the marketers and consumers for the linkage of product attributes, consequences and values. Models and concepts developed by Bass (1969), Moore (1995) and Rogers (2003) were adopted to form the consumers into groups. This research was designed as an approach to interprets the interesting of the DSC buyers in product attributes, consequence and personal value. Then it attempts to give the manufacturers some of implication in product development and their marketing activities. Results conformed that the attribute-consequences-value association in the DSC products, first. Second, it there have had different emphasis on attributes, consequences and personal values were found between the Non-DSC holder’s group and DSC holder’s group. Also, It there has had different emphasis on consequences was found between the leading-brand DSC holder’s group and following-brand DSC holder’s group.

碩士<br>國立雲林科技大學<br>設計學研究所<br>103<br>Due to its rich cultural heritage and collection of resources, museums play a pivotal role in the trend of cultural creativity and the knowledge-based economy, and in the national industrial development. To follow the trend of commercial operations, museums that traditionally adopt showcases as a means of communication are also committed to developing museum shops and relevant derived commodities to create considerable economic benefits. Through the shops that sell commodities of derived designs and other related items, museums enable customers to create memorable experiences and share them with one another. At the same time, museums also create higher economic values and achieve their mission of culture and arts promotion and education. However, due to factors such as a lack of cross-border coordination development, trade-offs between product quality and cost considerations, developed product’s ineffective delivery of the value of collections, and customer preferences that are hard to grasp, the modern museum-derived commodities often face the problem of the gap between the development end cognition and customer expectations. Therefore, this research hopes to address the relevant factors to analyze the Customer Value and attractive factors of museum-derived designs of commodities. In view of this, the study aimed to research into the design of museum-derived commodities from consumers’ viewpoints on their purchase value. This paper adopted Means-Ends Chains (MEC) as the structure and incorporated qualitative and quantitative research methods to conduct exploration and verification. This paper first adopted Zaltman Metaphor Elicitation Technique (ZMET) to extract the common and linking constructs of the in-depth and internal thoughts of the customers’ who purchased museum-derived commodity. Then, after the consensus maps of the customers were constructed, this paper summarized and verified the results using a quantifying method. The differences in the cognitive structure of the medium values between the various consumer groups with distinct consuming characteristics were further investigated. The main results and conclusions were summarized as follows. 1. Appropriate and reasonable presentation of cultural meaning, story appeal, or conversable features was the major advantage of the museum-derived commodity that can satisfy individual consumer’s ultimate value. In addition, the degree of recognition and the demand of social psychological consequences of the consumer toward the commodity were higher than the specific functional consequences. 2. Different from the general cultural commodity, museum-derived commodity must provide the customers’ demand to meet their value of memory recall and preservation. 3. The construct of MEC are appropriate to be used in studies that investigate customers’ cognitive values on museum-derived commodity. In addition, the associations between attributes, consequences, and values are significant. 4. To the consumer groups that showed various degrees of involvement in museum-derived commodity, their emphases on product attributes, consuming consequences, and individual values showed significant differences. The greatest difference was found in the three variables including the meaningful presentation of the linkage with the exhibition, collection and preservation of memory, and the value of psychological enjoyment and self-actualization.