This study aims to investigate the differences in the learning path and value between students of different genders and educational backgrounds in digital game-based learning in Taiwan’s higher vocational education. A game-based digital Supply Chains Learning System was used to explore the value network based on “system attributes—learning consequences—target value” from the perspective of the student. To investigate the research question, this study conducted a cross-analysis of differences in gender and education background. Findings from the study revealed that irrespective of gender and educational background in higher vocational education in Taiwan, students developed distinctively different learning paths, values, and emphasis from specific system attributes. These findings will not only enable trainers and educators to learn more about the differences in learning by individuals but will also serve as useful guidelines for the improvement of the teaching strategy used by digital games developers.

The study has chosen perhaps the most well-known serious game in the field of supply chain management: The Beer Game and using the means-end chains theory in an attempt to explore the innovative attributes that learners may wish to experience while playing. The study will also construct the psychological hierarchical structure of “innovative attribute – anticipated learning consequences – terminal value” so as to boost the assistive benefits of the Beer Game as an educational tool. Findings of the study revealed that the learners were expecting to attain the major paths including “Include 3D dynamic images - Increase fun of playing - Fun and enjoyment of life”, “Configure limited time rounds - Improve time management - Excitement”, “Include dialogue box - Facilitate effective decision-making - Sense of accomplishment”, “Include key events and Include teaching feedback - Train independent thinking - Sense of accomplishment” from the Beer Game.

Massively Multiplayer Online Role-playing Games (or MMORPGs) have propelled the vibrant development for the gaming industry and satisfied gamers' desire to play and assume the roles of various virtual characters. In order to explore the differences between the terminal values for different player groups, this study has adopted Means-end Chains theory as the basis for this study and opted for soft laddering as the tool for in-depth interviews to analyze the significance of "game attribute -consequence benefits -terminal values" paths for different player groups. For the purpose of this study, 60 players have been separated into different groups according to their gender, level of education, method of consumption, extent of play and so forth in order to determine the differences in their values. Results of this study revealed that the attributes and consequences for different player groups varied significantly, with Fun and Enjoyment of Life, Warm Relationships with Others, Sense of Accomplishment and Security being the terminal values pursued by the different player groups. This reflects the fact that MMORPGs offer experiences of fun and joy for gamers and also suggest that players want more out of their games.

In the instruction of supply-chain management, the “Beer Game” has been proposed as a valid tool for the demonstration of bullwhip effect for learners. This study has been designed to investigate the cognitive structure of beer game learners' psychological “game attribute – personal consequence – target value” chains. With means-end chains theory as the theoretical basis, through game attributes including roles of supply chain, team work, customizable model variables, operation statement, providing information, and so forth, learners were able to benefit from the consequences including training organizational thinking, improve management performance, experience bullwhip effect, promote cooperation and interaction, inspire competitive mentality, and ultimately, pursue target values such as a sense of accomplishment, self-fulfillment, warm relationships with others, and excitement. The study also found all the subjects emphasized identical game attributes regardless of their prior knowledge of the bullwhip effect or the lack thereof, and the subjects also had identical salient chains.

We spend one-third of our lifetime sleeping, so a good sleep is undoubtedly, an indicator of our quality of life. To guarantee peaceful sleep at night, high quality mattress is an essential element of what we lie on as more and more people suffer from lifestyle diseases such as anxiety, depression, and cardiovascular disorders. In this study, the means-end chains approach and hard laddering questionnaires based on laddering theory were used to explore the key attributes and values noted by mattress buyers, and the “Attribute-Consequence-Value” relationships were processed into hierarchical value map to elaborate the hierarchical value of subjects on the mattresses. A hundred and twenty-two valid questionnaires were collected, and eleven attributes, fourteen consequences and nine values were obtained by categorization using content analysis method. Elasticity, price, and special materials are the three most welcomed attributes, and the improve sleep quality, best value and high practicality are the best consequences for respondents. In terms of values, security, fun and enjoyment in life and self-fulfillment are the ultimate values to be realized, suggesting that besides the fundamental requirements, customers expect more from the mattress they use.