기능성 스포츠 게임의 선택속성, 기능적 혜택, 심리적 혜택과 가치에 관한 연구 - 스크린 골프장을 중심으로 An Study of Serious Sports Game Selection Attributes, Functional Benefits, Psychological Benefits and Value: In Screen Golf Practice Range원문보기
이 연구의 목적은 스크린 골프 고객의 속성을 분석하는 것이다. 이를 위해 수단-목적 사슬이론을 토대로 심층면접을 이용한 래더링 기법과 APT 래더링 기법을 사용하여 스크린 골프 고객의 가치-기능적혜택-심리적헤택-가치의 인지구조를 파악하고자 하였다. 연구결과, 스크린 골프의 중요시 고려되는 속성은 ‘시설’, ‘입지’, ‘스크린장비의 우수성’, ‘주차시설’, ‘가격’, ‘운영시스템’, ‘서비스’이다. 또한 속성을 통한 기능적 혜택에는 ‘운동집중’, ‘이용편리’, ‘시간절약’, ‘비용절감’, ‘필드와 같은 현장감’, ‘실력발휘’, ‘타인과의 약속관리’이다. 기능적 혜택과 연결되는 심리적 혜택에는 ‘여유로’움, ‘만족감’, ‘자신감’, ‘유쾌한 기분’, ‘심리적 안정’, ‘부담감소’, ‘타인과의 친밀감’이다. 최종적으로 소구되는 가치는 ‘삶의 즐거움’, ‘성취감’, ‘편안함’, ‘골프실력 향상’, ‘건강함’, ‘경제적이익’, ‘타인과의 관계도움’인 것으로 나타났다. 이러한 수단-목적 사슬이론을 통한 가치단계도(HVM)를 살펴보면, ‘시설’/‘입지’-‘이용편리’-‘만족감’/‘여유로움’-‘편안함’/‘골프실력향상’이 가장 강한 연관구조를 나타내는 것으로 나타났다
이 연구의 목적은 스크린 골프 고객의 속성을 분석하는 것이다. 이를 위해 수단-목적 사슬이론을 토대로 심층면접을 이용한 래더링 기법과 APT 래더링 기법을 사용하여 스크린 골프 고객의 가치-기능적혜택-심리적헤택-가치의 인지구조를 파악하고자 하였다. 연구결과, 스크린 골프의 중요시 고려되는 속성은 ‘시설’, ‘입지’, ‘스크린장비의 우수성’, ‘주차시설’, ‘가격’, ‘운영시스템’, ‘서비스’이다. 또한 속성을 통한 기능적 혜택에는 ‘운동집중’, ‘이용편리’, ‘시간절약’, ‘비용절감’, ‘필드와 같은 현장감’, ‘실력발휘’, ‘타인과의 약속관리’이다. 기능적 혜택과 연결되는 심리적 혜택에는 ‘여유로’움, ‘만족감’, ‘자신감’, ‘유쾌한 기분’, ‘심리적 안정’, ‘부담감소’, ‘타인과의 친밀감’이다. 최종적으로 소구되는 가치는 ‘삶의 즐거움’, ‘성취감’, ‘편안함’, ‘골프실력 향상’, ‘건강함’, ‘경제적이익’, ‘타인과의 관계도움’인 것으로 나타났다. 이러한 수단-목적 사슬이론을 통한 가치단계도(HVM)를 살펴보면, ‘시설’/‘입지’-‘이용편리’-‘만족감’/‘여유로움’-‘편안함’/‘골프실력향상’이 가장 강한 연관구조를 나타내는 것으로 나타났다
The purpose of this study was to analyze attribute of screen golf customer. To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functio...
The purpose of this study was to analyze attribute of screen golf customer. To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). Analysis of the data showed that screen golf customer provided attributes were ‘facilities’, ‘location’, ‘screen equipment excellence’, ‘parking facilities’, ‘price’, and ‘operating system service’. A linkage between the attributes and the functional benefits are presented such as ‘concentration in exercise’, ‘convenient use’, ‘time saving’, ‘cost saving’, ‘presence in field’, ‘show ability and ‘appointment management with others’. A linkage between the functional benefits and the psychological benefit are presented such as ‘relaxation’, ‘satisfaction’, ‘confidence’, ‘pleasant mood’, ‘psychological stability’, ‘reducing the burden’, ‘intimacy with others’. Finally, the terminal values are revealed as follows: ‘enjoyment of life’, ‘achievement’, ‘comfort’, ‘improve golf skills’, ‘healthy’, ‘economic benefits’, and ‘improve relations with others’. The key idea from the HVM, interestingly, in was very clear that screen golf customer who selected ‘facilities’ & ‘location’, wanted the functional benefits of ‘convenient use’, wanted the psychological benefits of ‘satisfaction’ and ‘relaxation’ that they associated with a value for ‘comfort’ and ‘improve golf skills’.
The purpose of this study was to analyze attribute of screen golf customer. To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). Analysis of the data showed that screen golf customer provided attributes were ‘facilities’, ‘location’, ‘screen equipment excellence’, ‘parking facilities’, ‘price’, and ‘operating system service’. A linkage between the attributes and the functional benefits are presented such as ‘concentration in exercise’, ‘convenient use’, ‘time saving’, ‘cost saving’, ‘presence in field’, ‘show ability and ‘appointment management with others’. A linkage between the functional benefits and the psychological benefit are presented such as ‘relaxation’, ‘satisfaction’, ‘confidence’, ‘pleasant mood’, ‘psychological stability’, ‘reducing the burden’, ‘intimacy with others’. Finally, the terminal values are revealed as follows: ‘enjoyment of life’, ‘achievement’, ‘comfort’, ‘improve golf skills’, ‘healthy’, ‘economic benefits’, and ‘improve relations with others’. The key idea from the HVM, interestingly, in was very clear that screen golf customer who selected ‘facilities’ & ‘location’, wanted the functional benefits of ‘convenient use’, wanted the psychological benefits of ‘satisfaction’ and ‘relaxation’ that they associated with a value for ‘comfort’ and ‘improve golf skills’.
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