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

• 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 the HCI Society of Korea
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• v.2 no.1
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• pp.13-24
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• 2007

For many years, human-computer interaction (HCI) practitioners have focused on usability in order to enhance the user experience, and companies have seen it as an area where they can gain advantages over their competitors. However, a focus on usability limits the potential of HCI research because it restricts the concept of user experience to just an implemented functionality of the information technology (IT). Therefore, it is necessary to expand the boundary of user experience research into a holistic dimension. We suggest that one of the most powerful ways to broadly understand user experience with an IT is to investigate the attributes of an IT and users' perceived values and to construct a user experience structure, a hierarchical structure between the attributes of an IT and users' perceived values. This study thus undertakes two research tasks: to develop a specific methodology, which is the visual probing, for constructing a user experience structure with the attributes of an IT and users' perceived values, and then to build a user experience structure practically by conducting a case study to a specific IT: mobile data service.

• Archives of design research
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• v.14 no.2
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• pp.107-116
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• 2001

Nowadays, The market environment is not static, but dynamic, it therefore requires global competition for the competitive advantage of product design in global market across boundaries. So if companies do not thoroughly understand core values, needs of consumers, and do not properly meet them, they cannot get the competitive advantage in global market for consumers. Therefore, the goal of this research is to develop a new design process for global markets through developing the on-line research analysis program and data-base. For this study, the researchers established a research framework associated with values, benefits and design attributes and developed a Global Design Process program through empirical researches. This research program is a upgraded system adapted to the digital period drastically.

• 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.