Abstract
This study employed network analysis to understand core values teenagers seek, in use of the Internet. Data had been collected through in-depth interview using contextual inquiries about teens’ usage of the Internet. Interview data was converted into a list of grouped words based on their similarity. A relation matrix was generated based on the frequency of connections between words. Network visualization and analysis were performed using UCINET 6.0 on the relation matrix. In this study, ‘joy’ appeared as the key value teenagers pursuing and, ‘beauty’ and ‘managing relationships’ were also identified as words with high centrality in their use of the Internet. This study has demonstrated the effectiveness of utilizing non-hierarchical network approach as a tool to understanding the value structure, which allows researcher to utilize natural description on users’ experience toward a given product, service or system.
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