Relationship between the HVM and Cut-Off Level of Means-End Chain

수단-목적사슬(Means-End)이론의 컷오프(Cut-off) 수준과 가치 맵(Hierarchical Value Map)의 관계 분석

  • Received : 2010.06.25
  • Accepted : 2011.04.19
  • Published : 2011.04.28


The Means-end theory has successfully been applied in academics circles and is one of the qualitative methodologies, aiming at classifying into groups based on the specific values that they pursue. The more specific purposes of this study is to identify the relationship between the levels of abstraction and HVM(Hierarchical Value Map) and to identify the statistical changes in frequency activated cell and ladders among A-C-V. And lastly, to suggest the HVM according to the levels of abstraction. The subjects of this study includes the 100 hikers who joined the hiking at least once a year for 2007. The results of analysis show that as the level of abstraction goes up, the HVM itself is depicted more simple and the loss of information is also occurred. Consequently, the decision of levels of abstraction is should be made on the basis of objective validity.


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