수단-목적 사슬이론을 적용한 스크린골프의 가치체계 분석 : Analysis on Screen Golf’s Hierarchical Value Map by Applying the Means-End Chain Theory
Analysis on Screen Golf’s Hierarchical Value Map by Applying the Means-End Chain Theory
- 주제(키워드) screen golf , means-end chain theory , APT laddering technique , hierarchical value map
- 발행기관 한국사회체육학회
- 발행년도 2018
- 총서유형 Journal
- KCI ID ART002352027
- 본문언어 한국어
초록/요약
This study reinterprets the reason why the public is enthusiastic and fascinated by screen golf from the viewpoint of Means-end chain theory in order to investigate its value. To do this, we used the APT (association pattern technique) hard laddering technique. Specifically, research was conducted through the stages of content analysis, implication matrix analysis, and HVM (hierarchical value map). In content analysis, the attributes, benefits, and values of screen golf were derived by considering previous research on screen golf published in the context of service quality, selection attributes, benefits, and value. In implication matrix analysis, the survey was conducted on 300 subjects. In hierarchical value map (HVM), the main ladder was examined. Through this analysis, three central ladders were derived; first, it is “ladder of popularity → social fellowship → psychosocial value”, second is “ladder of convenience → cost saving → economic value”, and third is “ accessibility → time saving → economic value” ladder.
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