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AbstractThe means‐end chains theory was used in this study to explore the attributes most valued by TikTok users and to examine the resulting psychological values generated. Laddering interviews were used for content analysis and "online video sharing platform attributes—user consequences—personal values" psychological cognitive structures, from a perspective of the user were constructed using the structural implication matrix and hierarchical value map. A total of 34 elements were identified from the results of the study. The categorization of attribute elements was also expanded to include motivation for social media communication and interaction, which have not been previously explored. The results showed that diverse video genre, interesting video content, easy‐to‐use interface, visual effects application, and community sharing and recommendation are key platform attributes valued by users. The facilitating observational learning, promoting the joy of life, raising convenience, having fun with friends, relieving emotional stress, and other user consequences were generated by platform attributes. And lastly, personal values such as a sense of accomplishment, fun and enjoyment of life, warm relationships with others, and sense of belonging were gained. In addition, the study also finds that there are differences in the psychological cognitive structures between genders and that the correlations and influences among the elements have different degrees of significance. These findings can give marketers and policymakers a better understanding of the behavior of TikTok users and help them develop better strategies for marketing and promotion of the platform.

Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers and enterprises. Therefore, the purpose of this paper is to identify the goals and values of 60 Taiwanese consumers in a low-carbon diet. This study uses the theory of Mean-end chain as basis, applying the "Soft-laddering" of "Laddering" to understand the perceived value of low carbon food in depth interviews. The results revealed that the attributes of users care for green living in the, order of, Less meat more vegetables, Seasonal food, Local food, Food with minimal artificial processing, Energy-saving preparation and Carbon footprint. After classifying by content analysis, we draw the Hierarchical value map (HVM) to explore that consumer's pursuit of the final value and benefits by adopting a low-carbon diet relate to healthy living.

Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers and enterprises. Therefore, the purpose of this paper is to identify the goals and values of 60 Taiwanese consumers in a low-carbon diet. This study uses the theory of Mean-end chain as basis, applying the "Soft-laddering" of "Laddering" to understand the perceived value of low carbon food in depth interviews. The results revealed that the attributes of users care for green living in the, order of, Less meat more vegetables, Seasonal food, Local food, Food with minimal artificial processing, Energy-saving preparation and Carbon footprint. After classifying by content analysis, we draw the Hierarchical value map (HVM) to explore that consumer's pursuit of the final value and benefits by adopting a low-carbon diet relate to healthy living.

Video games featuring violent contents have become more and more prevalent among children and teenagers. It is therefore imperative to ponder on questions such as 'Are violent video games dangerous digital games?' and 'What negative emotions do they trigger in gamers?' As such, this study aims to explore the negative emotions that violent video games trigger in gamers and determine the cause for each negative emotion. For the purpose of this research, Resident Evil, a violent video game, has been chosen as the focus. Taking the gamer's perspective, the study aims to explore and construct a thorough network structure (game triggered event—gamer's personal belief—feeling of negative emotions) of gamer's emotions, the structure of gamers' emotional cluster and the correlation and level of inter-influence between relevant factors. Results of the study reveal that the overall hierarchical value map (HVM) not only presents a comprehensive gamer emotional network structure but also offers a clear illustration of how key game activating events (enemies, stage mission, BOSS level monsters, horror atmosphere, third-person view) lead to the formation of gamers' personal beliefs of character death, high difficulty, trigger negative emotion, being frightened, enemy ambush and tough enemies, which ultimately lead to negative emotions such as fear, worry, anger, disgust and frustration on gamers' part. In addition, among the five gamer emotional clusters, the clusters of fear and anger had the heaviest influence on the gamers. The correlation between factors and influence showed different levels of significance.