An Exploratory Study on Measuring Users' Value Expectation at Bus Shelters

서지정보

· 발행기관 : 사단법인 한국브랜드디자인학회
· 수록지 정보 : 브랜드디자인학연구 / 12권 / 2호 / 143 ~ 158페이지
· 저자명 : 김철호

초록

The purpose of this study is to suggest a scale measuring value expectation in bus shelters that have both functionality and commerciality using exploratory approaches. The users’ value expectation of bus shelters are deduced from the seven steps(Kim, 2013b) that consider the secondary data, the primary research, the qualitative research, and the quantitative research. The seven steps are: first, reviewing the secondary data based on the premise that the value expectation could be related with the major pros and cons of using the bus shelters. Second, executing an in-depth interview with the main users of bus shelters. Third, executing a pre-test with open-ended questionnaires. Fourth, making structuralized questionnaires by categorizing constructs from the keywords derived from the secondary data, the in-depth interview, and the pre-test. Fifth, executing the main survey. Sixth, conducting scale development by confirming the reliability and the validity. Seventh, adjusting the results and the process. The value expectation was grouped into cognitive, functional, environmental, aesthetic, and ethical-legislative perspectives. The cognitive perspective was divided into comfort and experience value expectation; the functional perspective was divided into information and safety value expectation; the environmental perspective was divided into eco-friendliness, cleanness, illumination-relevance value expectation; the aesthetic perspective was divided into artistry, attractiveness, and uniqueness value expectation; the ethical-legislative perspective was divided into ethic and law-abiding value expectation.
The confirmatory factor analysis on the value expectation indicates the latent measurement model is confirmed as reasonable (χ2=512.2, df=429, p=0.003, NFI=0.919, RFI=0.900, IFI=0.986, TLI=0.982, CFI=0.986, RMSEA=0.025). The results indicate that the construct reliability and the variance extracted were over 0.8 and 0.6, respectively. The finding shows that the standardized regression weight(β), construct reliability, and variance extracted on the measured variables of the value expectation were also reasonable. The discriminant validity was confirmed reasonably after comparing the correlation coefficients, the variance extracted, and the squared correlation coefficients.
This research has the following significances. First, this study applies value expectation, a motivator of consumers’ behavior in marketing and communication related fields, into bus shelters, which are city structures, prospective media, and transit systems, with interdisciplinary approaches. Second, considering the functionality and commerciality of bus shelters and also considering the fact that there is a lack of research on measuring the effects from utilizing bus shelters, this study tries to see the value expectation as measurable and causal variables. Third, this study uses secondary and primary research with the quantitative and qualitative methodology strategically to maintain a logical process to develop the measuring scale on value expectation. Fourth, because quantitative research on the effect of after-using bus shelters has not been easy, this study suggests an alternative approach that measures value expectation as a motivator of consumers’ behavior, and eventually tries to set the basic foundation to manage the effect of utilizing bus shelters by suggesting measurable scales on the value expectation.

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