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

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

• 산경연구논집
• /
• 제4권2호
• /
• pp.31-40
• /
• 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.

• 한국경영과학회지
• /
• 제41권1호
• /
• 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.

• 한국언론정보학보
• /
• 제71권
• /
• pp.194-223
• /
• 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.

• 지식경영연구
• /
• 제23권1호
• /
• pp.1-26
• /
• 2022

소셜 네트워크의 확산에 따라 플랫폼을 기반으로 한 소셜커머스는 다중 스마트 기기의 사용과 함께 빠르게 성장해왔다. 쿠팡과 티켓몬스터와 같은 소셜커머스 사이트들의 빠른 성장을 감안한다면 소셜커머스 환경에서 사용자의 구매 의사 결정 과정을 이해하는 것은 매우 중요하다. 본 연구의 목적은 첫째, 소셜커머스를 이용하는 사용자들의 목표에 대한 이해를 보다 풍부하게 발전시키고자 한다. 둘째, 사용자의 목표를 분석하기 위한 방법론적 대안을 소개한다. 본 연구에서는 래더링 인터뷰와 수단-목적사슬 분석을 활용했다. 소셜커머스를 활용한 구매 경험이 6개월 이상인 사용자 40명을 대상으로 실시한 인터뷰 분석 결과, 사용자의 목표 구조를 보여주는 위계적 목적지도가 도출되었다. 본 지도는 타인과의 따뜻한 관계, 쇼핑의 재미와 즐거움, 성취감, 만족감, 금전적 저축, 편의성 등을 포함한 소셜커머스의 22가지 궁극적인 목표를 담고 있다. 또한 활동에서부터 궁극적인 목표까지 다양한 경로가 존재하기에 사용자가 추구하는 목표를 조사하면 사용자를 이해하는 통찰력을 얻을 수 있다.

• 한국정보시스템학회지:정보시스템연구
• /
• 제23권1호
• /
• pp.93-109
• /
• 2014

This study aims to develop a rich understanding of user goals in user-empowering information technologies which have been dominating part in the information systems environment. A particular focus is on users' goals in a social network site (SNS) which is a typical example of user-empowering technologies. Users conduct various activities in order to achieve diverse goals in SNS. Thus, investigating what goals users pursue in SNS will give insights into understanding the users. We employed the laddering interview technique and means-end chain approach. Interviews of 50 Facebook users were analyzed to produce a hierarchical goal map showing users' goal structure. The map contains 18 goals, including self-reflection, psychological stability, belongingness, improving productivity, and amusement as ultimate goals in SNS. In the map, there are varied routes from activities to ultimate goals in SNS; that is, a complex assembly consisting of activities and goals. The findings call the information systems research community to have more interests in diverse goals and values users seek with technologies.

• 수산경영론집
• /
• 제42권2호
• /
• pp.47-68
• /
• 2011

Values are lasting beliefs that are at the center of human behavior and not be often changed. Different values make different behaviors, and similar values form similar behaviors. Consumers' values affect not only the cognitive process but also behaviors in a powerful and comprehensive way. There have been many studies regarding prediction of consumer patterns and identification, measurement methods of values. This is because if we can accurately measure the value system, it can be used in many areas of marketing such as market segmentation, new product development, and advertisement. In case of seafood, it is also necessary to make marketing strategies by segmenting consumers based on their value systems. The objectives of this study are as follows: First, it is to find out the connection process from the properties of seafood products that consumers consider important, to the benefits, and finally to the values they pursue by applying the means-end chain theory, using the Laddering method. Second, using a two-step cluster analysis, we aim to segment seafood markets based on consumers' values and investigate characteristics of segmented markets. Based on objectives, it is expected that this study would provide informations on seafood consumers and help to establish seafood marketing strategies for producers and distributors. Analytical results of the value system using a means-end chain theory indicated that there were seven complete links, that is, ladders among fresh seafood products. In case of processed seafood products, there were total 9 complete ladders. The empirical analytical results of market segmentation according to the values showed fresh seafood products were divided into three groups. In case of processed seafood products were segmented into two groups.

• 보건행정학회지
• /
• 제21권2호
• /
• pp.263-278
• /
• 2011

As the competition among hospitals become intensified, hospital management is required to carry out more effective marketing and positioning of the hospital. Successful positioning of a hospital requires the knowledge about how the concrete attributes inherent in the medical service associated with the customer values that customers seek eventually in the medical service. Thus, it is required for hospital management to understand which hospital attributes should be emphasized in order to improve the customer values. The hierarchical structure of service attributes can provide valuable information about effective positioning and advertising. To obtain such knowledge, we employed the order analysis technique as an objective means-end chain method. Order analysis is useful for identifying the causal structure among attributes. Thus, we can examine the underlying causal relationship and eventually the vertical structure of hospital selection attributes. For this study, we conducted a survey to obtain 370 responses for the analysis. The result suggests that hospital management had better increase the scale of hospital, improve the services of health care providers, and modernize the hospital facilities and equipments so as to enhance customer values and eventually to lead them to recommend the hospital to others. Our findings would provide the valuable information for hospital management to develop the more effective hospital positioning and marketing strategies.

• 한국의류학회지
• /
• 제24권5호
• /
• pp.652-662
• /
• 2000

Most of established study about consumer behavior was directly connected abstract value with concrete purchase behavior, nevertheless several recognizable process is intervened between abstract concept and concept behavior. Of course researchers suggest hierarchical causality through means-end chain model. However empirical study is insufficient. And it's not certain whether the consumer's personal value affects actual evaluation about product attributes. Thus the purpose of this paper was to explore hierarchical causality of personal value, benefits sought and clothing product attributes and to suggest an alternative approach method. For the empircial study the data sets were collected through 150 female consumers living in Pusan and SAS and LISREL VIII were used for statistical analysis. As the result, hierarchical causality suggested by means-end chain model was positively substantiated. That is, benefits sought is differentiated according to personal value, and actual product attributes are indirectly influenced by personal value through benefits sought. Benefits sought are found to be key mediating variables.