New technology has dramatically changed online games and blurred the boundary between active and passive activities. This study aims to explore the meanings and values of augmented reality online games by examining users' Pokémon Go experiences through the means-end chain theory. Using data from interviews with 34 Pokémon Go users, this study adopts the soft laddering method to identify Pokémon Go's potential attributes, consequences, and values, and to construct a hierarchical value map. The results indicated that Pokémon Go users pursue social relationships through play, and these relationships are triggered by the benefits of making new friends, maintaining current relationships with friends and family, and the attributes of prevalence, childhood memory, game design, and augmented reality. Subsequently, this study describes how Pokémon Go can be considered an active leisure activity because of its social, mental, and physical benefits and assesses the implications of its findings.
Keywords: Pokémon Go; augmented reality; online games; social relationships; soft laddering method.