• The Korean Journal of Food And Nutrition
• /
• v.22 no.4
• /
• pp.687-695
• /
• 2009

The present study attempted to offer more insights into the foreign consumers' consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as 'new experience', 'interest in Korea', 'recommendation', 'good food', 'easy to access', 'service', 'dining environment', and 'price' as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were 'experience new culture', 'be exposed to new experience', and 'learn more about Korea' which were related to 'happiness', 'pleasure', 'good relationship', 'desire fulfillment', and 'self-satisfaction' as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.

• International Journal of Internet, Broadcasting and Communication
• /
• v.14 no.4
• /
• pp.181-188
• /
• 2022

The purpose of this study is to identify selection attributes, functional benefits, psychological benefits, and values according to crossover shopping patterns (showrooming and webrooming). To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). These two laddering techniques were used to construct a hierarchical value map (HVM) by linking selection attributes, functional benefits, psychological benefits, and value levels. The selection attribute items that showrooming shoppers consider important are 'price conformity', 'product information', 'product variety', and 'delivery service'. Functional benefit items were 'free purchase', 'economic benefit', 'communication', 'safety', and 'accurate Information', and psychological benefit items were 'convenience', 'relaxation', 'pleasure', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'achievement', 'happiness', and 'reasonable life'. Next, the selection attribute items that webrooming shoppers consider important are 'price conformity', 'product information', 'product variety', 'AS', 'shopping atmosphere', and 'seller service'. Functional benefit items were 'free purchase', 'economic profit', 'expression opinion', 'safety', and 'accurate information', and psychological benefit items were 'convenience', 'relaxation', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'happiness', and 'reasonable life'.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.41 no.1
• /
• pp.21-39
• /
• 2016

Although the demand for IT outsourcing (ITO) has increased recently because of the recent recession, concerns about business discontinuity in the transition phase cause companies to hesitate to adopt ITO. Therefore, a guideline to improve the prospects is needed. However, studies on the success factors of the transition phase in ITO are lacking. In this study, we develop an expert hierarchical value map (HVM) of the success of the transition phase in ITO by using cognition scientific methodologies. We empirically verify how success factors affect the success of the transition phase. Specifically, we derive an HVM of main stakeholders by using in-depth interviews and approaches, such as repertory grid technique (RGT) and laddering, based on means-end chain theory. We validate the success factors empirically through a bipolar analysis of RGT. Finally, we determine the most important cluster of success factors through cluster analysis.

• The Journal of Information Systems
• /
• v.30 no.2
• /
• pp.127-146
• /
• 2021

Research Purpose Advances in digital technology have facilitated the widespread adoption of online learning, which has become a substantial way of learning. Although digital immigrants have become a main group of users of learning online, there is a lack of understanding of their online learning. This study aims to explore digital immigrants' adoption of online learning from the goal-pursuit perspective to gain insight into how they use online learning. Research Method A laddering interview was conducted with 22 Korean adults to elicit their goals in online learning. Then, a means-end chain analysis was used to derive their hierarchical goal structure. Findings The results reveal digital immigrants' goal structure of online learning, consisting of four attributes of online learning (e.g., accessibility, diversity, up-to-dateness, and repeatability) and six goals (e.g., self-esteem, enjoyment, recognition, productivity, gaining insights, and positive relations). This study contributes to the literature by providing a rich picture of their use of online learning.

• Journal of the Korea Society for Simulation
• /
• v.24 no.4
• /
• pp.127-136
• /
• 2015

The e-government project management consignment system to allow the public PMO has been introduced to resolve the quality management issue and the business risk, pointed out by the reorganized Software Industry Promotion Act. The additional regulation improvements are demanded because the public PMO system cannot settle down due to the different opinions among related parties: owner, operator and PMO. Therefore, to make balanced regulation improvements, the in-depth studies are necessary to analyze the fundamental causes of the disagreement between the related parties. This study analyses the each related party's cognitive structure to perform public PMO successfully and the fundamental reasons that cause the different opinions by applying the cognitive psychological Means-end chain theory, the laddering technique and the HVM, Hierarchical Value Map. In addition, this study analyses the regulations required for the related parties to obtain the expected benefits.

• Journal of the Korean Society of Food Culture
• /
• v.34 no.4
• /
• pp.463-473
• /
• 2019

The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly most preferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a variety of ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Korea becoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the soft laddering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived from performing content analysis. The active seniors mainly consider the 'taste', expecting to obtain the 'satisfying taste', and pursuing the 'family affair', 'pleasure', and 'self-satisfaction'. The results of this study indicated that the taste is the most important attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Male seniors mainly pursue the 'pleasure' and 'self-satisfaction' by satisfying their taste through considering 'taste' and 'familiarity'. But female seniors mainly pursue the 'family affair' by 'satisfying taste' through considering 'taste'. These results can be used as a basic data for developing noodle products for the elderly. This study will also contribute to the development of special care food and product concepts for the silver generation.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.47 no.2
• /
• pp.88-99
• /
• 2019

This study aims to conduct a depth analysis of motivation and value of local residents and tourists based on means-end chain theory. The sampling of the study was conducted on local residents living near downtown area of Gyeong-ju City, and tourists through soft laddering and hard laddering methods. A mutual correlation model in relation with Hierarchical Value Map (HVM) for each group by conducting the analysis of factor loading (attributes, consequences, value) and cognitive structure (the correlations among attributes, consequences and value) was proposed and the comparisons of HVM for each group was also conducted. The structured questionnaires using Association Pattern Technique (APT) of hard laddering were utilized to analyze the means and end of value chain structures in terms of the attributes, consequences, value of Gyeong-ju Ancient Tombs. The findings propose that local residents are visiting Ancient Tombs Gyeong-ju City Center for 'Rest and take a walk' as the means, which results in 'Relieving stress' and eventually leads to the 'Improvement of historic and cultural cultivation' as the end. On the other hand, tourists also 'Rest and take a walk' as the mean, which also leads to 'Relieving stress'. However, unlike local residents, it eventually leads to 'Self-reflection and healing' as the end. It is expected that the findings of this study not only recommend us to consider preserving and managing cultural heritages and value of ancient tombs in developing "Ancient Tomb Park in Gyoneg-ju City Center" but also provides baseline data for the establishment of reasonable plans of utilizing tombs, historical and cultural heritages.

• Knowledge Management Research
• /
• v.23 no.1
• /
• pp.1-26
• /
• 2022

With the spread of social networks, platform-based social commerce has grown rapidly with the use of multiple smart devices. Given the rapid growth of social commerce sites such as Coupang and Ticket Monster, it is very important to understand the user's purchase decision-making process in a social commerce environment. The purpose of this study is to develop a richer understanding of the goals of users using social commerce. Second, a methodological alternative for analyzing the user's goals is introduced. In this study, laddering interview and means-end chain analysis were used. As a result of interview conducted on 40 users who have more than 6 months of purchasing experience using social commerce, a hierarchical goal map showing the user's goal structure was derived. This map contains 22 ultimate goals of social commerce, including warm relationships with others, fun and enjoyment of shopping, accomplishment, satisfaction, financial saving, and convenience. In addition, there are various paths from activities to ultimate goals, so investigating the goals pursued by users can give us insight into understanding user.

• Journal of Service Research and Studies
• /
• v.11 no.2
• /
• pp.21-36
• /
• 2021

This study investigated the means-end chain theory more concretely through the APT hard laddering technique. This is carrying out a questionnaire survey targeting users by hair salon type, and the items drawn from the qualitative laddering technique are applied. The technique is a comparative analysis of each attribute, consequences, and value item by analyzing each step's questions. The results are as follows. First, hairdresser's ability, acceptance of individual-customized opinions, and cheap price were the most mentioned items in the selection attributes. As for the consequences items, image transformation, neatness, novelty, and psychological stability were drawn in order. The items indicated as important among the value items were satisfaction, followed by happiness, confidence, beauty, and bond. Second, the remarkable selection attributes, irrelevant of hair salon type, was revealed as hairdresser's ability and the key values pursued when using a hair salon were drawn as satisfaction, confidence, and beauty. From this result, it was found that meeting the desire of consumers using hair salons can be linked with ultimately pursued values. It was also verified that partial differences were shown by hair salon type and this meant that consumers' desire and expected benefits were different by hair salon type. Although this study drew value perception through comparison with hair salon types based on the means-end chain theory, it was confirmed that the most important selection attribute was hairdresser's ability and they select and use hair salons to gain satisfaction and confidence.

• 한국HCI학회:학술대회논문집
• /
• 2009.02a
• /
• pp.799-810
• /
• 2009

전 세계적으로 노령화 문제가 사회적 이슈로 대두되고 있는 가운데, 노인이 느끼는 전반적인 삶의 질 (Quality of Life, QoL) 이 하락하는 문제가 사회 전반에 걸쳐 중요한 문제로 인식되고 있다. 이에 다양한 형태로 발생하고 있는 노인들의 문제를 해결하기 위하여 노인학, 사회 복지학 등의 분야에서 많은 연구가 진행되고 있다. 이 중 노인의 사회적 관계 (Social Network, SN) 를 강화, 확장하여 노인의 삶의 만족도 향상을 추구하고자 하는 연구를 찾아볼 수 있다. 이러한 관점에서 노인의 사회적 관계를 인터넷을 이용해 개선함으로써, 노인의 삶의 질을 향상시키고자 하는 것이 본 연구의 궁극적인 목표이다. 이에 본 연구의 세부적인 목적은 현재 젊은 층을 중심으로 많이 사용되고 있는 SNS 를 노인들이 사용하지 않는 이유에 대한 분석, 노인을 위한 SNS 의 핵심적인 기능적, 서비스적 요소를 파악하는데 있다. 이를 위해 현재 인터넷을 잘 활용하고 있는 60 세 이상의 노인 22 명을 대상으로 개별 인터뷰, 참가자가 사용하는 서비스 분석, FGI 의 3 가지 방식으로 데이터를 수집하였다. 이후 수집한 데이터를 이용하여 정성적 분석 방법으로 Casual Network 를 도출하였으며, 정량적 분석 방법인 Laddering 분석으로 Hierarchical Map 도출하여 비교하였다. 또한 도출된 결과가 노인들만의 특징인지를 파악하기 위하여 대학생, 직장인 각 10 명씩을 대상으로 노인을 대상으로 한 연구 방식과 동일한 방법으로 데이터를 수집, 분석 하였다. 최종적으로 본 연구는 사회감성적 선택 이론 (Socioemotional Selectivity Theory, SST)를 바탕으로 인터넷에서의 Social Network 활동도 오프라인과 유사한 특징을 가지고 있으며, 현재 친하게 지내고 있는 사람들을 중심으로 SN 을 강화시키려 하는 강화형 타입과 새로운 SN을 생성하기 위하여 노력하는 확장형 타입으로 구분할 수 있었다. 추후 이러한 특징들을 반영하여 노인들을 위한 SNS 가 지녀야 할 기능적, 시스템적 요소를 제안하고, 추후 연구 및 SNS 개발과 관련한 계획을 정리하였다.