웨어러블 ICT제품 수용자의 가치단계도(HVM) 분석: 수단 - 목적 사슬이론을 배경으로

초록

The purpose of this study was to explicate the effectiveness of marketing communication with using HVM(hierarchical value map) in wearable ICT(Information and Communications Technologies) devices marketing strategy. 215 Subjects that have acceptability for innovative wearable ICT device consumption. The APT(Association Pattern Technique) of hard laddering(structural laddering technique) were used for building HVM. The HVM have 4 hierarchy by Means-end chain theory. The levels have hierarchical sequence such as Product attribute – functional benefits – psychological benefit – the ultimate value. The results were as follows. Core ladder of HVM was 『price and design – convenient and time saving – pleasure and complacency – a warm relationship, fun, and healthy』. In other words, the core ladder result have been explained the pursuit ultimate values should be appealed through psychological benefits and product attribute.

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