초록

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Abstract ▼ AI-Helper

Recently, portal sites such as Naver and Daum become so important resources for our lives. This study aims to identify attributes, consequences and values of portal sites" users who frequently and regularly visit the sites to get information and do various activities online. The laddering method, a ...

Recently, portal sites such as Naver and Daum become so important resources for our lives. This study aims to identify attributes, consequences and values of portal sites" users who frequently and regularly visit the sites to get information and do various activities online. The laddering method, a qualitative tool, is used to solve our curiosity. More specifically, the questions including why netizens visit the portal sites, what kinds of satisfactions they do have from it, and what values they pursue for from the use of portal sites, were examined. Based on the results of the Laddering method, attributes, consequences and values of people"s use of the portal sites were disclosed by in-depth interview with 42 portal users. Finally, the connections among three hierarchical structures--attributes, consequences, values-were systematically provided.

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