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

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

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.131-140
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• 2013

Assuming that roles of traditional mass media are also shown in Twitter services, the study aims at exploring Twitter users' motives and rationales in re-tweet behavior. Based on the laddering interview method, the study gathers data on (1) message attributes (what kinds of messages do you re-tweet?); (2) consequences (what kinds of consequences are you expecting when you re-tweet?); and (3) values (what are the ultimate values in your re-tweet behavior?). The most repetitive value occurring in participants' retweet was feeling "sympathy" and "sharing" rationales. For such rationales, participants oftentimes utilize messages with "agenda" and "information" that are relative to themselves. Messages with "helping" to help others also frequently showed up in their retweet rationales. Known as liberalists' rationales, "communal consciousness", and "calling for others' action" are also shown, but not as frequent as "feeling sympathy and sharing. A total of 48 items from the analyses were used in a subsequent study as variables to identify factors (dimensions) of retweet motivation.

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

• Management & Information Systems Review
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• v.31 no.2
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• pp.253-272
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• 2012

One of the fastest growing sectors in tourism industry is the use of applications from the MICE industry in various parts including business, politics, and cultural exchange due to globalization among the countries. The means-end chain theory suggests that convention participants perceive and judge convention destination as the means to achieving a desired end-state in a given destination selection situation. This study aims at establishing a convention destination's attributes, the benefits of consequences of using it, and the personal values it satisfies. A laddering interview was conducting in order to provide in-depth probing and to elicit responses from 96 visitors. This study presents the unique pyramid-structure of the means-end chain; a model linking perceived convention destination attributes to values. Understanding these concepts provides opportunities for convention destinations to target market segmentation and advertising based on the participants' desired end-states. In conclusion, the major correlations of attributions of the visitors, consequences, and the values are; informativeness(A), activity(A), tourist attraction(A) - sympathy(C), human relations(C) - self-development(V), and fellowship(V).

• KIPS Transactions on Software and Data Engineering
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• v.6 no.2
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• pp.57-66
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• 2017

The academic research on data governance is still in its infancy and focused on the definition of concept and components. However, we need to study of evaluation on data governance to help make decision of establishment. The purpose of this paper is to develop of attribute index in data governance framework. Therefore, in this paper, we used RGT (repertory grid technique) and Laddering techniques for experts interview and survey for validation of disinterested third party experts and analysis statistically. We completed data governance attribute index which is composed of data compliance area including 8 components, data quality area including 16 components and data organization area including 7 components. Moreover, the evaluation attributes is prioritized and ranked using the AHP. As a result of the study, this paper can be used for the base line data in introducing and operating data governance in an IT company.

• The Journal of Information Systems
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• v.23 no.1
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• pp.93-109
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• 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.

• Journal of Information Technology Services
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• v.19 no.1
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• pp.113-127
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• 2020

Current web accessibility checks and automatic assessments have been pointed out that the assessment items and scores are evaluated from the developer's point of view rather than from the user's one. In addition, although most of the grades of an automatic assessment on the public web sites are excellent because they are built in accordance with the web accessibility development guidelines, not a few web sites shows relatively low grades in evaluating their usability test made by those users. Taking into account the inadequacy of these web accessibility assessments, this study has identified the differences between the grades of usability evaluations and automatic evaluations for people with low vision and analyzed the major factors affecting web accessibility usability evaluations using Repertory Grid Techniques. Also, the Hard Laddering method of the Means-End Chain theory was adopted to visualize the relationship between Attributes-Conferences-Value and a hierarchical value system analysis based on FGI(Focused Group Interview) to people with the low vision. This study proposed the measures to improve the current web accessibility automatic assessment allocation, expert evaluation criteria, and user task assessment. In particular, it is a web accessibility user evaluation model that can consider the web accessibility quality certification criteria and user review assessment by directly analyzing the user cognitive structure and value system. This study is expected to be useful as a research to enhance the quality of web accessibility assessment.

• Asia-Pacific Journal of Business
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• v.14 no.1
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• pp.41-57
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• 2023

Purpose - The purpose of this study is to research how the different types of experiences affect consumer's recognition in terms of luxury vintage fashion products, and what kinds of value consumer can achieve. Design/methodology/approach - The study is based on the means-end chain (MEC) approach for an in-depth understanding of consumers' recognition systems through conducting the laddering interview technique. Above all, the research conducted a pilot test to gain attributes of consumer experiences about luxury vintage fashion products from Korean and Taiwanese. Findings - It is found that not only by actual purchase, experience without purchasing also can lead to consumers' self-fulfilment and self-accomplishment, which filled the lack of relevant literature in the luxury vintage industry. In addition, the study sorted out the channels that consumers approach LVF products, which provide a classification reference for future research related to the luxury vintage consumer. Research implications or originality - As consumers can gain a lot kind of value through LVF products, luxury brands can attract consumers by using vintage as a market strategy. For luxury marketers, by running LVF shopping mall online or opening LVF stores, not only allow consumers' attach with LVF products but also can further lead to the purchase behaviors. In addition, consumers who are interested in LVF are those who are aware of the authenticity, uniqueness, and rarity of the brand. Due the fact, these consumers may be interested in the topic of sustainability.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.89-99
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• 2021

A brand community refers to a group of people who have a passion and loyalty for the brand, and is attracting attention as an effective marketing strategy to increase brand equity because it actively tends to support and promote the brand without expecting compensation. The objective of this study is to identify factors that are needed for sustainable brand community management. Existing studies on brand community management have mainly been conducted by quantitative methods measuring consumer satisfaction and dissatisfaction towards brand community activities, however, this study applied qualitative methods using means-end chains and laddering approaches in order to deeply identify a consumer's desired value on brand community activities. An in-depth interview of 41 members of BTS ARMY, a representative example of brand community, has been conducted and analyzed. The result of this study is as follows. In order to encourage active brand community activities, it is important to provide brand community members with a variety of high-quality brand-related content for a unique aesthetic experience, and a forum where all members can interact and exchange information and ideas to enhance brand value and experience. Finally, to nurture a strong brand community as a partner to co-create brand equity, rather than just a fan community, it is needed to build an environment that fosters opportunities for brand community members to increase self-respect and fulfillment through their brand community activities.