Hierarchical Value Maps of Smart Phones, Portal Sites, and Social Network Services Based on User Involvement

Abstract Full-Text HTML Download Download as PDF (Size:413KB) PP. 56-70
DOI: 10.4236/ajc.2015.33007    4,253 Downloads   5,184 Views   Citations


This study compares the hierarchical value maps (HVMs) for portal sites, smart phones, and social network services (SNSs) according to means-end chain theory. Means-end chain theory offers insights into how a media product satisfies the personal values of consumers. We derive the HVM for each media and investigate the effect of involvement on the HVM structure. A total of 424 individuals were queried for their opinions on the attributes, functional consequences, psychological consequences, and value of each media product through association pattern technique laddering. These elements constitute the value chain structure. Our findings show that the value of each media is determined by involvement levels. For each media, high-involvement user groups regard self-satisfaction as the most important value they aspire for. This study determines that different levels of involvement do not affect the relationships among the elements of the value chain. HVMs for smart phones, portal sites, and SNSs are focused on a special value. However, the level of involvement generally does not seem to alter the structures of HVMs.

Cite this paper

Kwon, S. , Cha, M. and Lee, S. (2015) Hierarchical Value Maps of Smart Phones, Portal Sites, and Social Network Services Based on User Involvement. Advances in Journalism and Communication, 3, 56-70. doi: 10.4236/ajc.2015.33007.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] Baudrillard, J. (1970). The Consumer Society: Myths and Structures. Theory, Culture & Society. New York: Nottingham University.
[2] Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15, 210-224. http://dx.doi.org/10.1086/209158
[3] Christensen, G. L., & Olson, J. C. (2001). Involved with What? The Impact of Heterogeneity in Goal Hierarchies on High Enduring Involvement. Advances in Consumer Research, 28, 392.
[4] Grunert, K., & Grunert, S. (1995). Measuring Subjective Meaning Structures by the Laddering Method: Theoretical Considerations and Methodological Problems. International Journal of Research in Marketing, 12, 209-225. http://dx.doi.org/10.1016/0167-8116(95)00022-T
[5] Gutman, J. (1981). A Means-End Model for Facilitating Analysis of Product Markets Based on Consumer Judgement. Advances in Consumer Research, 8, 116-121.
[6] Gutman, J. (1982). A means-End Chain Model based On Consumer Categorisation Processes. Journal of Marketing, 46, 60-72. http://dx.doi.org/10.2307/3203341
[7] Huber, F., Beckmann, S. C., & Herrmann, A. (2004). Means-End Analysis: Does the Affective State Influence Information Processing Style? Psychology & Marketing, 21, 715-737.
[8] Maslow, A. (1943). A Theory of Human Motivation. Psychological Review, 50, 370-396.
[9] Peter, J. P., & Olson, J. C. (2005). Consumer Behaviour and Marketing Strategy (7th ed). New York: McGraw-Hill/Irwin.
[10] Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag. http://dx.doi.org/10.1007/978-1-4612-4964-1
[11] ter Hofstede, F., Audenaert, A., Steenkamp, J. E. M., & Wedel, M. (1998). An Investigation into the Association Pattern Technique as a Quantitative Approach to Measuring Means-End Chain. International Journal of Research in Marketing, 15, 37-50. http://dx.doi.org/10.1016/S0167-8116(97)00029-3
[12] Woodruff, R. B., & Gardial, S. F. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Cambridge, MA: Blackwell Publishers, Inc.
[13] Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12, 341-352. http://dx.doi.org/10.1300/J047v06n04_05

comments powered by Disqus

Copyright © 2020 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.