Earticle

2011년 원저우 철도 충돌사고는 초고속 철도의 참사로 중국은 물론 전 세계에 그 충격이 전해졌다. 그런데 중국의 해당 부처들이 서로 다른 견해를 펼쳤다. 이에 본 연구는 위기⋅재난관리에 가치이론을 접목시킴으로써 왜 행정기관들이 재난 원인에 대하여 서로 다른 설명을 하는지 분석하고자 하였다. 우선 행정의 핵심 가치 총 8개 중 경제, 효율, 효과 및 지도력은 ‘하드’적 가치로 분류되는 한편책임, 투명성, 윤리 및 전문성은 ‘소프트’적 가치로 분류되었다. 그리하여 재난관리 단계의 차이에따라 가치의 초점이 변화됨을 발견하였다. 나아가 향후 ‘하드’적 가치지향 재난관리 모델은 중국을하여금 보다 신속한 재난 대응을 가능하게 하는 한편 ‘소프트’적 가치지향 재난관리 모델은 보다안전하고 굿 거버넌스로 이끌어갈 것으로 전망하였다.

The 2011 Wenzhou bulletin train collision was a deadly high-speed railway accident which shocked China and the world, but different government authorities declared different reasons. This paper introduces value theory into the emergency and disaster management field to assess why government organizations explain the reasons of disaster reason differently. Among the eight core values in public administration, economy, efficiency, effectiveness, and leadership are classified into hard values, whereas accountability, transparency, ethics, and professionalism are classified into soft values. This study found that a value focus may change in different disaster management stages. It is argued that the hard value oriented disaster management model should make China faster to response disasters, while the soft value oriented disaster management model should make China safer and lead to good governance.

본 연구의 목적은 정치적 시대정신 개념이 한 사회의 정치적 가치를 나타낸다는 점에 주목하여, 수단ᐨ목적 사슬이론과 래더링 기법을 통해 정치인의 가치와 가치구조를 밝히는것이다. 이는 유권자가 한 정치인에 대해 어떤 삶의 목적을 달성하고자 하는지를 가치단계도(HVM) 구성으로 해석하고 평가하는 것이다. 이 연구를 위해 사용된 조사대상은 현재 강력한 잠재적 대선주자로 평가받고 있는 문재인 더불어민주당 전 대표였다. 연구방법은 수단ᐨ목적 사슬이론의 중심 연구방법 중 하나인 온라인 하드 래더링의 적용이다. 연구대상은 부산지역에 거주하는 문재인 전 대표의 지지자들이며, 편의적으로 표집 된표본의 수는 총 702명이었다. 본 연구가 규명하고자 하는 연구문제는 크게 두 가지다. 첫째는 문재인 전 대표에 대해 지지자들이 생각하는 <속성ᐨ기능적 혜택ᐨ심리적 혜택ᐨ가치> 연결 관계에서 중심 매트릭스 항목과 중심 래더가 무엇인가를 밝히는 것이었다. 더불어, 정치 커뮤니케이션 분야의 시대정신과 맥을 같이하는 정치인의 가치를 해석하는것도 포함한다. 둘째는 도출된 모든 중심적 래더와 두드러지는 속성, 기능적 혜택, 심리적 혜택, 가치 단계의 중요 항목을 사슬로 연결하여 정치인에 대한 가치 지도로 보여주는가치단계도를 구성하는 것이었다. 연구결과로, 정치인 문재인에 대해 지지자들이 고려하는 가치와 가치까지의 단계별 연결 관계를 해석하는 것은 정치 및 정치인에 대한 이해와 유권자의 정치적 행동을 추론할 수 있다는 점에서 의미가 있다.

The purpose of this study is to examine the value and value structure of people who support a politician through ‘the means-ends chain theory’ and laddering technique. It means to interpret and evaluate the HVM(Hierarchical Value Map) of a politician. Especially, this study paid attention to the concept of ‘zeitgeist’ which represents the social value in a society. The object of investigation for this study is Jae-in Moon, the former chairperson of the Minjoo Party of Korea, who is strong and potential presidential candidate. The data was collected by online hard laddering for general residents who supports Jae-in Moon in Busan. Sample was 702 by convenience sampling. The research question was as follows. First, what is the main items and ladders of <attribute-functional consequencepsychological consequence-value> ladder? Second, how is HVM constructed with chains and ladders which is the items of attribute, functional consequence, psychological consequence, value level. The results of this study was analysed and explained with HVM which supporters have recognized for a politician with means-end chain theory. This study will have the results that infer and understand the behaviors of supports to a politician through HVM.

본 연구의 목적은 수단－목적 사슬이론과 APT 하드 래더링을 활용하여 대학생들을 대상 으로 담배 및 흡연과 관련된 가치단계도를 구성하고 가치구조 중심의 래더를 파악하는 것 이다. 더불어, 본 연구는 수단－목적 사슬이론과 래더링을 통해 수행되었다. 연구결과, 조 사대상자인 대학생은 흡연자나 비흡연자 관계없이 담배/흡연에 대해 피상적으로 생각하 는 것보다 훨씬 복잡하고 상호 연관된 가치구조를 가지는 것으로 나타났다. 가장 중요한 속성은 <간접흡연>, <담배 냄새>, <흡연 행위>였고, 이러한 속성들은 <사회적 인지>와 <기쁨과 행복> 가치와 연결되는 것으로 나타났다. 이때 가장 중요한 가치구조의 래더는 <간접흡연－타인 배려－사교성과 사회성－사회적 인지>, <담배 냄새－타인배려－사교 성과 사회성－사회적 인지>, <흡연 행위－기분전환과 스트레스 줄이기－편안함－기쁨 과 행복>, <흡연 행위－기분전환과 스트레스 줄이기－안정감－기쁨과 행복>, 그리고 <흡연 행위－니코틴 충족-욕구 해소－기쁨과 행복> 래더였다. <사회적 인지>와 <기쁨 과 행복> 가치 항목이 대학생 담배 및 흡연에 대한 핵심 지향점이었다.

The purpose of the present study is to offer more insights into college students’ smoking motives and value structure by applying the Means-end chains(MEC) theory and the corresponding APT(Association Pattern Technique) hard laddering. To build up HVM(hierarchical value map) of MEC, MEC is separated and integrated with the elements of <attributes-functional consequence-psychological consequence-value> about the users’ attitude and behavior towards cigarette and smoking. The results of this study reveals that college students have more complicated and co-related value structure about cigarette and smoking. The most important attributes are <Indirect smoking>, <The smell of smoking>, and <Smoking itself>. And these attributes are associated with the value of <Social cognition> and <Pleasure and Happiness>. Also, the most important ladders of value structure are <Indirect smoking - Consideration for others - Sociality and sociableness - Social cognition>, <The smell of smoking - Consideration for others - Sociality and Sociableness - Social cognition>, <Smoking itself - Refreshing oneself and Reducing stress - Comfortableness - Pleasure and Happiness>, <Smoking itself- Refreshing oneself and Reducing stress - Stability - Pleasure and Happiness>, and <Smoking itself - Satisfying nicotine - Solution of desire - Pleasure and Happiness>.

The aim of this paper is to review why humans became devalued and why humanistic crisis occurred in Charles Dickens's Hard Times. The Victorian society prospered in terms of economy and industry. On the other hand, the Victorian people could not but lose their valuable customs and traditions such as conventional concepts of home and marriage, and their idealism of education to cultivate human dignity and culture in their life. The dark aspects of the Victorian age are well described in Hard Times. In particular, there are three reasons for such corruption and devaluation of humanity in the industrial society. Firstly, the utilitarian education emphasized the value of ‘reason,’ depreciating that of ‘emotions.’ Secondly, Coketown, portrayed as a typical industrial city in Victorian England, was a filthy residential area of poor urban workers, eventually causing bodily and mental corruption of the workers. Thirdly, a family home was not safe from the symptoms of materialism and selfishness as well as from the great evils of capitalism. As well portrayed in the novel, even a marriage was naturally taken to be one of the materialistic and social strategies to raise one’s status or improve one’s wealth. To sustain human dignity and value and avoid humanistic crisis in the capitalistic society, the roles of education, living environment, and family home should be much valued.

The purpose of this study was to use the items at each stage of casino value awareness to determine value awareness formation among South Koreans. For this purpose, APT laddering, which is a type of hard laddering, was used to specify the means-end chain theory. This study obtained the following results: First, the attribute given the greatest consideration in choosing a casino is ‘enjoyment through games’, followed by ‘experience of winning’, ‘convenience in shopping and tourism in the neighborhood’, ‘stress reduction’, ‘agreeable atmosphere’, and ‘refined and splendid casino facilities’. The value awareness item given the greatest importance by South Koreans in visiting a casino was ‘self-satisfaction’, followed by ‘happiness’,‘accomplishment’ and ‘comfort’. Second, as for the connection at each stage on the basis of customers' responses, 3 factors for attributes, 5 factors for functionality, 2 factors for psychology, and 3 factors for values were drawn.

The aim of this paper is to review why humans became devalued and why humanistic crisis occurred in Charles Dickens's Hard Times. The Victorian society prospered in terms of economy and industry. On the other hand, the Victorian people could not but lose their valuable customs and traditions such as conventional concepts of home and marriage, and their idealism of education to cultivate human dignity and culture in their life. The dark aspects of the Victorian age are well described in Hard Times. In particular, there are three reasons for such corruption and devaluation of humanity in the industrial society. Firstly, the utilitarian education emphasized the value of ‘reason,’ depreciating that of ‘emotions.’ Secondly, Coketown, portrayed as a typical industrial city in Victorian England, was a filthy residential area of poor urban workers, eventually causing bodily and mental corruption of the workers. Thirdly, a family home was not safe from the symptoms of materialism and selfishness as well as from the great evils of capitalism. As well portrayed in the novel, even a marriage was naturally taken to be one of the materialistic and social strategies to raise one’s status or improve one’s wealth. To sustain human dignity and value and avoid humanistic crisis in the capitalistic society, the roles of education, living environment, and family home should be much valued.

This study attempted to identify ultimate value of serious bird-watching tourists’, using the means-end analysis which is also called laddering. Means-end theory deals with attributes, consequences, and values as basic content of consumer product knowledge stored in memory. The interview method used in this study is ‘hard laddering.’ Fifty seven birdwatching experts throughout Korea were interviewed to find out their ultimate value in bird-watching activity. The respondents of this study consisted of those who possess a high level of specialization in bird-watching, such as nature interpreters, environment-related civil servants, and bird researchers. The results of this study indicated that the most dominant linkage is ‘interest in birds’(A)-‘preservation of bird-related ecosystem’(C)-‘enhancement of nature preservation spirits’(V). This result implies that human beings should recognize the importance of nature and its preservation through bird-watching activities.핵심용어(Key words):수단-목적 사슬, 하드래더링, 탐조여행, 내용코드, 함축매트릭스, 가치 맵

본 연구는 수단-목적 사슬이론(Means-end chain theory)를 토대로 축제 참가객들의 축제참가와 관련한 심층적인 동기를 분석하고자 하였으며, 이를 위해 계량화된 심층면접기법인 하드 래더링을 사용하여 축제 참가객들의 가치와 관련된 인지구조(A-C-V)를 파악하고자 하였다. 연구결과, 축제선택과 관련하여 중요하게 고려되는 속성은 ‘독특한 분위기’, ‘축제장까지의 접근성 및 교통의 편리성’, ‘다양한 볼거리’, ‘동행자의 선택’, ‘축제장 주변의 풍부한 자원’으로 밝혀졌다. 또한 속성을 통한 혜택 수준에서는 ‘이색적인 경험’, ‘휴양과 휴식’, ‘추억거리’라는 요소가 매우 중요하게 고려되었으며, 최종적으로 소구되는 가치는 ‘재미와 즐거움’이 지배적인 요소였으며, 뒤이어 ‘스트레스 해소 및 재충전’, ‘동행자와의 유대관계 강화’로 밝혀졌다. 축제 참가객의 가치사슬(A-C-V)를 통해 ‘독특한 분위기-신기한/이색적인 경험-재미와 즐거움’의 연결 관계가 가장 강한 연관구조를 가지고 있는 것으로 나타났다. 다음으로 ‘다양한 볼거리-신기한/이색적 경험-동행자와의 유대관계강화, 스트레스 해소 및 재충전’의 연결관계가 비교적 높은 연관성을 보이고 있었으며, ‘축제장까지의 접근성 및 교통의 편리성-휴양·휴식-스트레스 해소 및 재충전’이라는 연관구조도 각 수준별 연관성이 높은 것으로 도출되었다.

The purpose of this study is to analyze in-depth motivation of tourists who are attending festival. To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the hard laddering technique, which helps understanding the linkage of A(Attributes)-C(Consequences)-V(Values). Data was collected from 70 tourists who were attending in 2010 Boryeong Mud Festival. These data were analysed adopting content analysis and attributes extracted were 'distinctive atmosphere', 'trip convenience', 'various attractions', 'companions' opinion', and 'scenic/natural resources'. A linkage between the attributes and the benefits or consequences are presented such as 'novelty experience', 'rest and relax' and 'making memories'. Finally, the terminal values are revealed as follows; 'fun and excitement' and 'release stress and refreshment' and 'interaction with companion and the dominant value is 'fun and excitement'. The key idea from the HVM, interestingly, it was very clear that festival tourists who selected 'unique atmosphere', wanted the benefit of 'novelty experience' that they associated with a value for 'fun and excitement '. Throughout the results of this study are useful to the festival manager and marketers in planning and developing their marketing strategy.

Until now, only several studies have been carried out utilizing means-end chain theory in Korean academics. The main purpose of this study is to identify the skier's ultimate value by using means-end chain theory. Especially, this study attempted to identify skier's terminal value and value chain. An interview method used for data collection included a hard laddering approach which is most common in means-end theory. A total of 46 interviews from Feb to March, 2008 were carried out for 46 skiers who enjoy skiing in ski resort. The cut-off level for the method application was four. Results of this study showed that the terminal value for skiers was fun and pleasure. This results will help researchers and management to give plentiful insights in understanding who skiers are and what they really seek through ski activities.

This study tries to investigate the terminal value of golfers depending on the level of specialization. Until now, only some studies have been carried by utilizing means-end chain theory in the Korean tourism sector. The main purpose of this study is to identify the golfer’s ultimate value by using means-end chain theory. Especially, this study attempted to seek golfer’s terminal value chain depending on the level of specialization. An interview method used for data collection included a hard laddering approach which is most common in means-end theory. A total of 91 interviews from Jan to Feb 2012 were carried out for 91 golfers enjoying golf. Results of this study showed that the terminal value for golfers was different in both groups. The value chain for high specialization group was low cost(A)-more often golf(C)-happiness in life. This results will help researchers and management to give plentiful insights in understanding who golfers are and what they really pursuit through golfing.

본 연구는 수단-목적 사슬이론과 래더링 기법을 이용하여 정치인에 대한 가치, 가치구조, 가치단계도가 한 정치인에 대해 어떻게 나타나고, 대학생들이 정치인을 평가할 때, 어떻게해석하는지를 인지 과정의 관점에서 해석하였다. 이 연구를 위해 사용된 조사대상은 과거대통령 후보였고, 현재에도 정치활동을 하고 있는 문재인 더불어민주당 전 대표였다. 표본은 부산의 모 대학에서 편의적으로 표집 된 275명의 대학생이었다. 본 연구의 결과는 문재인 전 대표에 대해 대학생들이 중요하게 생각하는 속성과 그 속성으로부터 연결되는 가치, 중요하게 고려되는 <속성-기능적 혜택-심리적 혜택-가치>의 래더, 그리고 모든 중심적 래더를 사슬로 연결하여 전체 인지 및 가치 지도로 보여주는 가치단계도(HVM)을 중심으로 제시되었다. 각각의 연구결과는 수단-목적 사슬이론의 내용을 토대로 정치인을 대상으로 유권자인 대학생들이 어떤 위계적 가치지도를 가지게 되는가에 초점이 맞춰져서 설명되었고, 이러한 가치구조가 유력한 대선주자인 정치인에 대한 태도와 후의 투표행위와어떻게 영향을 미칠 것인가로 해석되었다.

This study examined how value, value structure, hierarchical value map are presented in applying Means-end chain theory. And also this study examined how college students interpret in view of cognition process when college students evaluate politician. The subject of this study Jae-in Moon who is highly regarded as a strong candidate for the presidency. The sample is 275 college students who are studying in Busan, and they are selected by convenience sampling. The results of this study was showed with the attribute and value which attribute was related into, the ladder of <attribue-functional consequence-psychological consequencevalue>, and the total cognition or value map, the hierarchical value map which is constructed with the important ladders. Each result was explained by which college students have the hierarchical value map for a politician with Means-end chain theory. And this study interpreted how the value structure of college students have an effect on the attitude and the future voting on a politician who is highly regarded as a strong candidate for the presidency.

본 연구의 목적은 최근 새로운 업무 환경의 도구로 확산되고 있는 스마트폰 기반 협업 어플리케이션을 수용하는사용자의 행동을 개인의 가치와 연관시켜 기술과 사용자 간의 관계를 심층적으로 살펴보는 것이다. 이에 세부적인연구 목적은 다음과 같다. 첫째, 스마트폰 기반 협업 어플리케이션 사용 행동을 호텔 직원 개인의 가치구조 맥락에서 이해하고자 하였다. 이를 위해 수단-목적 사슬 이론을 토대로 호텔 직원들의 가치구조를 속성(Attribution) - 혜택(Consequence) - 가치(Value)의 단계의 연결관계로 보여주고자 한다. 둘째, 사용자의 업무 환경 특성에 따른 기술 수용 행동의 차이 여부를 살펴보기 위해 업무 유형을 프론트 오피스(F/O)와 백 오피스(B/O)로 나누어 각각 그룹의 가치구조를 비교 분석해 본다. 연구결과, 전체 직원의 가치구조(A-C-V)는 ‘원활한 시스템의 접속(A) - 업무 관련 자료의 검색 및 다운로드의 편리함(C) - 합리적인 생활(V)’의 연결 관계가 가장 강하게 나타나고 있었다. 또한 업무 유형에 따라 F/O 그룹은 ‘어플리케이션 메뉴 사용 과정의 편리함’을 중요하게 고려한 반면, B/O 그룹은 ‘원활한 시스템 접속’을 가장 중요하게 고려하고 있었다. 또한 속성을 통해 기대하는 혜택 단계에 있어서 F/O 그룹은 다수가 ‘업무 시간 관리가 효율적임’을 중요하게 고려하고 있지만, B/O 그룹은 ‘업무 관련 자료를 검색, 다운로드 할 때 편리함’을 중요하게 고려하고 있었다. 그러나 가치 단계에서는 두 그룹 모두 최종적으로 ‘합리적인 생활’을 추구하고 있는 것으로 나타났다. 한편, 스마트 모바일 오피스 환경에 대한 선행연구 결과와 달리, 스마트 모바일 오피스 기술환경에 대한 개인의 가치가 시간의 흐름에 따라 ‘유능함’에서 ‘합리적인 생활’ 로 변화되고 있는 것으로 나타났다. 본 연구는 스마트폰 기반 협업 어플리케이션을 사용하는 국내 호텔 기업에 대한 실증 연구로, 연구 결과를 토대로BYOD 업무 환경을 구축 및 관리하는 호텔 기업의 업무 담당자 및 기업의 관리자에게 실무적 시사점을 제시하고자하였으며, 학문적으로는 기술수용에 대한 사용자의 태도를 수단-목적 사슬 이론과 래더링 기법이라는 새로운 연구관점에서 바라본 실증연구라는 점에서 의의를 갖는다.

This paper investigates hotel employees’ adopting behavior of smartphone-based collaborative applications in a means-end framework, which helps understanding the linkage of A(Attributes)-C(Consequences)-V(Values) from their value-structure. An empirical study using a hard laddering approach provides us with a deeper understanding of the hotel employees’ adopting behavior of the smartphone-based collaborative applications. The study encompasses two objectives. The first identifies all hotel employees’ value-structure of using smartphone-based collaborative applications. The second finds out whether the hotel employee’s value-structure of using smartphone-based collaborative applications were affected by their workplace. The study sample comprises employees of five-star hotels who utilize smartphone-based, collaborative applications at work. Of the 287 surveys distributed, after excluding those incomplete or ineligible, 239 valid responses remained for an analysis. Data analysis employed Microsoft Excel. The main finding of the study were as follow. First, the most important ladders of value structure are ‘seamless access(A) - convenient for searching and downloading of business data(C) - rational/logical(V)’. Second, the most important ladders of F/O group’s value structure are ‘convenient for using applications menu(A) - efficient time management(C) - rational/logical(V)’, while B/O group’s value structure are ‘seamless access(A) - convenience(C) - rational/logical(V)’. The findings of the study provide new theoretical insights for adopting behavior of new collaborative systems in the hotel industry and contribute to the hotel operations in implementing mobile office management.