APT 래더링(Laddering)기법을 통한 3on3 농구 문화의 가치체계 분석

Abstract

Purpose: In this research, it is aimed to examine the value chain that 3on3 basketball players recognize by using means-end chain theory.BR Method: In order to investigate the value chain of basketball culture, content analysis was conducted using the APT Laddering Method, which draws keywords related to features, benefits, and value of basketball culture. There were five keywords for the features of 3on3 basketball culture. These were: ‘easy accessibility’, ‘fast pace’, ‘unconstrained team forming’, ‘simplification in rules’, and ‘importance of personal skills’. There were five keywords for the benefits of 3on3 basketball culture. These were: ‘physical fitness’, ‘promoting friendship’, ‘stress reduction’, ‘efficient use of time’, and ‘increasing confidence’. There were 4 key words for the value of 3on3 basketball culture. These were: ‘physical fitness’, ‘expanding social network’, ‘healthy leisure activity’, and ‘self-improvement’. After coding features, benefits, and the value of 3on3 basketball culture based on the results of content analysis, implication matrix analysis was carried out.BR Results: The results of this study are as follows. The link between 「features-benefits-value」 of 3on3 basketball culture was identified and the value chain was obtained from this. To begin with, fast pace (n=245), easy accessibility (n=208), importance of personal skills (n=200), unconstrained team forming (n=196), and simplification in rules (n=159) emerged in order as the features of 3on3 basketball culture. Stress reduction (n=269), physical fitness (n=229), promoting friendship (n=223), and increasing confidence (n=130), and efficient use of time (n=124) emerged in order as the benefits from 3on3 basketball culture. Two core ladders of 3on3 basketball culture were found on the basis of the value chain between 「features-benefits-value」. The first ladder was 「fast pace → physical fitness → promotion of health」, and the second one was 「unconstrained team forming → promoting friendship → expanding social network」.BR Conclusion: In all the studies reviewed here, it can be noticed that as 3on3 basketball has emerged as a new sport. The physical fitness and health of players have been improved at a phenomenal rate. Furthermore, since there is hardly limitation on the way of organizing teams, it is possible to promote mutual friendship between wider ranges of people and provide opportunities to expand social networks of players.