초록 열기/닫기 버튼
The perception of value lies in the degree to which the customer believes that the attributes of the products or services will contribute to fulfilling their goals. This study aims at identifying the ultimate value of hikers living in Seoul and Gyeonggi province by using Means-end chain theory. The data was collected from 55 hikers through August 1 to 15, 2007. The researcher depicted a value map for the 55 respondents and analyzed it. The researcher set the cut-off level at 4 based on the ratio of activated cells to all connections in expressing the value map. The connection of these attributes, consequence and values(A-C-V) is as follows. 'Endurance and healthy(14 and 18 times) lead to 'strengthen healthy'(32 times), which results in 'happy life'(27) as the ultimate value. In summary, The ultimate value for 55 hikers was 'Accomplishment'.
