The values of college students in business simulation game: A means-end chain-approach

  • Authors:

  • Yu-Ling Lin;Yu-Zu Tu

  • Affiliations:

  • Department of Business Administration, National Chin-Yi University of Technology, No. 35, Lane 215, Sec. 1, Chung-Shan Road, Taiping City, Taichung County 411, Taiwan;Department of Business Administration, National Chin-Yi University of Technology, No. 35, Lane 215, Sec. 1, Chung-Shan Road, Taiping City, Taichung County 411, Taiwan

  • Venue:
  • Computers & Education
  • Year:
  • 2012

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Abstract

Business simulation games (BSGs) enable students to practice making decisions in a virtual environment, accumulate experience in application of strategies, and train themselves in modes of decision-making. This study examines the value sought by players of BSG. In this study, a means-end chain (MEC) model was adopted as the basis, and ladder method soft laddering was used to conduct in-depth interviews with students who had experience in using BSGs. The chain concept of ''attribute-consequence-value'' was used to understand students' value cognition structures. Content analysis was used to analyze the attributes-consequences-values for BSGs players, then converted into a Hierarchical Value Map (HVM). The results showed that students consider teamwork and market diversity as the most important attributes, and the consequences of a cooperative approach and market diversity are emotional exchange and multi-thinking, with the ultimate value brought to users by exchanges between teams and constant thinking being interpersonal relationships and a sense of accomplishment.