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

Abstract

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.