• 한국의류학회지
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• 제22권4호
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• pp.452-459
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• 1998

The purpose of this study was to discover a conceptual framework and evaluation process of apparel quality by means-end chain theory. The theoretical study was conducted to find out a conceptual framework and build a hypothetical evaluation process model of apparel quality. Apparel quality was perceived associative network called a means-end chain and was evaluated in several stages. A conceptual framework of apparel quality evaluation was organized into hierarchical relationships among four different dimensions: physical attribute, physical function, instrumental performance, and expressive performance. The means-end structure linked tangible physical attributes and function to more abstract instrumental and expressive performance. A hypothetical evaluation process model linked dimensions of apparel quality to the selected means-end relationship. Different consumers had different means-end chains for the same apparel. Therefore different subjects are likely to have different evaluation paths. From this study we can suggest an evaluation process model of apparel quality.

• 한국식생활문화학회지
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• 제24권6호
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• pp.641-648
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• 2009

The principal objective of this study was to analyze Swede's perceptions of Asian food using a means-end chain method, which may contribute to our understanding of new markets for a food industry interested in globalizing Korean food. With the Means-end chain method, one can determine the cognitive structures built in consumer's minds, which are developed by connecting attributes of product, consequences, and values. The attributes of Asian food that are most positively perceived by Swedes are 'fresh vegetables', 'low-fat', 'light meat and seafood', 'exotic ingredients', 'not expensive' and 'unknown food'. The consequences of eating Asian food connected to these attributes are 'healthy', 'tasty', 'good way to save money' and 'curious'. Finally, Swedes expect to enjoy a value of 'achievement' at the end. Based on the result that 'unknown food' attribute is connected to 'achievement' value, Swedes are assumed to be attracted by the fact that Korean food is 'unknown food'. However, the effect of the 'unknown food' attribute will fade away with time; therefore, stressing Korean food's status as a 'healthy' food, which can be attributed to its use of 'fresh vegetable' and 'light meat and seafood' ingredients and 'low fat' cooking method may be effective as a long-term strategy for making Korean food attractive. The 'healthy' consequence is connected to Swedes' perception of the value 'achievement' and simultaneously to their perception of the value 'belonging and love/sense of belonging'.

• International Journal of Contents
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• 제10권4호
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• pp.18-22
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• 2014

Social network games (SNGs), a rapidly growing online game genre, are built and played on social network sites. SNGs provide an online world for enjoying leisure time and interpersonal communication, and an increasing numbers of college students are involved in such game-playing as a leisure time activity. Despite the popularity, relatively few studies have been conducted to investigate the nature of game players, especially the meaning of such leisure time behavior by college students. This paper's aim was to explore a subjective meaning structure of online social network game play. The means-end chain model was used to link attributes of SNGs to the underlying values of game playing as a leisure activity. The results revealed two emerging end-values: the need for bridging and a sense of belonging. This study sheds light on the meaning of college students' leisure activities when playing social network games.

• 경영과정보연구
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• 제31권2호
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• pp.253-272
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• 2012

본 연구는 컨벤션 참가자들의 심리적인 가치추구과정을 분석하여 관광컨벤션산업을 중심으로 지역 발전을 계획하는 지방정부에게 컨벤션개최지의 이상적인 브랜드가치 개발에 대한 중요한 시사점을 제시하는데 연구의 목적이 있다. 먼저 본 연구를 통해서 밝혀진 컨벤션개최지의 속성으로는 정보성, 경제성, 관광 매력성, 활동성, 자연성 등이 도출되었다. 아울러 이러한 속성들로부터 컨벤션참가자들이 얻고자 하는 주요결과(consequences)로는 공유 공감, 인간관계, 조화로움, 안전, 즐거움, 간접 이미지 등 14개가 도출되었다. 마지막으로 컨벤션 개최지 방문객들이 얻고자 하는 궁극적인 가치들로는 자아발전, 유대감 형성, 자기이익추구, 자존감 고양이 주요 가치(value)요소들로 도출되었다. 연구결과를 살펴보면, 완성된 가치 계층 사슬 지도에서 주요 속성 두 가지(정보성, 활동성)를 선택한 방문객들은 공통적으로 공유 공감을 할 수 있으며 새롭고 나에게 도움을 주는 사람과 인간관계를 형성할 수 있다는 점을 중요한 혜택이라고 응답하였으며, 최종적으로 자아발전과 유대감 형성이라는 가치(value)요소와 직접적으로 가장 많이 연결되어 있음이 밝혀졌다. 그 외에도 인간관계가 자기이익추구에 궁극적으로 도움이 되는 중요한 가치로 여긴다는 연구결과도 밝혀졌다.

• 인터넷정보학회논문지
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• 제19권1호
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• pp.49-66
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• 2018

본 연구는 VR-AR 체험(Experiential Uses) 행위과정에 나타난 가치단계 요인을 분석(속성, 기능적 혜택, 심리적 혜택, 사용가치), 이용자의 체험 과정에 나타난 욕구와 이용행위 간의 '가치단계도(HVM : Hierarchical Value Map)'에 관한 모형을 구성하는데 목적이 있다. 이를 위해 '수단-목적 사슬 이론(means-end chain theory)'를 적용, 개인적 VR-AR 경험에 나타난 가치사슬을 측정하였다. 본 연구문제를 해결하기 위하여 1차로 AR-VR 콘텐츠 적합도 측정과 2차로 APT래더링을 활용한 구조화 된 설문지를 통하여 135명의 자료를 분석하여 VR-AR 관련 미디어 이용 선택의 '속성'- '기능적 혜택'- '심리적 혜택'- '이용 가치'에 이르는 수단-목적 가치사슬 구조를 파악한 후 가치단계도(HVM)로 VR-AR체험 가치 관계를 실증할 수 있었다. 연구결과, VR 이용자들은 새로운 가상현실 시청각 요소를 통해 현실이탈, 체험의 생생함, 유행선도를 통하여 새로운 성취감, 재미와 즐거움을 통하여 사회생활을 원활히 하고자 하였다. AR이 가지는 생생함과 주변 상호작용을 통하여 자아실현, 타인과 상호작용에 가치를 두고 있으며,'주변인'의 영향이 크게 작용하였고 이들과의 상호작용이 중요한 선택 목적이었다. 이용자들의 VR-AR 선택의 중요 가치는 타인과 상호작용 증진이며 성취감, 행복과 우호적인 가치 속성도 중요하게 고려되었다.

• 한국식생활문화학회지
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• 제32권2호
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• pp.89-98
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• 2017

To enrich a country's food culture, it is essential that residents understand and care about that culture. Although various efforts to globalize Korean food have been made outside Korea, the importance of understanding Koreans' perception of and increasing interest in Korean food has been neglected. Thus, this study was conducted to identify the cognitive structures regarding Korean food among 30 Koreans living in metropolitan cities using in-depth laddering interviews based on the means-end chain theory. The most dominant cognitive structures toward Korean food were familiarity (attributes), ease of digestion and health (functional consequences), sense of responsibility and will to live (psychosocial consequences), and family affection and sense of achievement (values). In short, Koreans were found to consume Korean food to achieve perceived high-dimensional values rather than simply for its attributes or benefits. These findings have important implications for future strategies and policies aimed at increasing Korean food consumption by Koreans, as they suggest that underlying and symbolic values rather than the attributes of Korean food are more effective in promoting its consumption. Further studies on understanding perceptions and values using a larger Korean population are needed to preserve and further develop Korean food.

• 산경연구논집
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• 제4권2호
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• pp.31-40
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• 2013

Purpose - This study attempted to identify the value promotion clues that may operate as a consumer's motive, by shedding new light on consumer value and by reconstructing each variable analyzed through the means-end chain (MEC) theory. Research design, data, and methodology - In this study, 202 copies of effective questionnaires using the data of Yang and Ju (2012) were subjected to correlation, regression, and SEM. Results - All store selection attributes were verified as having a positive influence on the relationship quality. Although the store selection attributes were verified as exerting a positive influence on the relationship quality, according to the verification result of the mediating effect, consumer value was verified to be influenced only by the relationship quality instead of by the store selection attributes. Conclusion - As a result of path analysis on the proposed model after modification, it was verified that only product factor had a statistically significant positive influence and that social value was completely mediating between relationship quality and emotional value. It may be highlighted that the MEC theory concept would be applicable to the cause-and-effect relationship model.

• 한국의류학회지
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• 제46권2호
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• pp.331-348
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• 2022

This study explores the value structure of experiential rental Hanbok companies using the means-end chain theory. For this, soft laddering was conducted for nine experiential rental Hanbok companies located in Jeonju Hanok Village. Next, the value structure was created. The results are as follows. First, the elicited values are in the following order: "creation of wealth," "promotion of Korean culture," "aesthetic value," "self-actualization," "community development," and "transmission of tradition." Second, most attributes are connected to "creation of wealth." Third, "promotion of Korean culture" and "community development" are similar to Holden's instrumental values. Fourth, some attributes linked to "aesthetic value" express what the experiential rental Hanbok companies consider to be beautiful. Fifth, the companies pursue "company satisfaction" through "consumer satisfaction" and "company differentiation," which leads to "self-actualization" and "aesthetic value." Sixth, it seems that "transmission of tradition" can be achieved through "expertise/expert training," indicating that some companies think expertise is necessary for the transmission of Hanbok and do it. This study is significant because it is a new attempt to understand the core values of experiential rental Hanbok companies and provides insights into their growth.

• 한국언론정보학보
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• 제71권
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• pp.194-223
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• 2015

이 연구는 TV 프로그램 시청 선택 행위에 영향을 미치는 가치 단계 요인을 분석(속성, 기능적 혜택, 심리적 혜택, 시청 가치), 시청자의 어떠한 욕구가 시청 행위와 관계를 가지는지 '가치단계도(HVM, Hierarchical Value Map)'를 밝히는 데에 목적이 있다. 이를 위해 '수단-목적 사슬 이론(Means-end chain theory)'를 적용, 개인적 가치와 시청 행위 간의 인과관계를 측정하였다. 특히 다매체 시대에 태어나 다양한 시청권 활용에 비교적 능숙한 우리나라 20대 대학생들의 TV 시청 행위 가치단계도를 조사하여, 미래 미디어 환경에서 TV의 역할을 조망해 보고자 한다. 이를 위해 이 연구는 APT 래더링을 활용한 구조화된 설문지를 통하여 251명의 자료를 분석하여 TV 장르별(뉴스, 드라마, 코미디) 프로그램 선택의 속성, 기능적 혜택, 심리적 혜택, 시청 가치에 이르는 수단-목적 가치 사슬 구조를 파악하였다. 연구결과, TV 뉴스는 시청각 요소를 통해 빠르고 쉽게 정보를 습득하여 실생활에 도움을 얻는 데에 활용되고 있었고, 개인적 사회생활을 원활히 하는 데에 기여하고 있었다. TV 드라마 선택은 '주변인'의 영향이 크게 작용하였으며, 이들과의 상호작용이 중요한 선택 목적이었다. 프로그램의 사회적 명성과 인기가 중요한 요인이었으며, 채널의 신뢰도, 제작사의 브랜드가 드라마 선택의 요인으로 나타났다. 코미디 프로그램에서는 출연진, 제작진과 프로그램 자체의 명성이 선택의 주요 요인이었다. 시청자들의 프로그램 선택 요인에는 프로그램 신뢰감이 선택의 중요 기본 요인이며, 시청 가치는 타인과 우호 관계 증진, 소속감, 활기찬 삶이 심리적인 속성과 상관관계를 가졌다.

• 한국경영과학회지
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• 제41권1호
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• pp.21-39
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• 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.