幻想與消費行為：幻想量表之建製

• Main Authors: 黃依婷, Huang, I-Ting
• Language: 中文
• Published: 國立政治大學
• Subjects: 幻想; 消費幻想; 量表建製
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0093355018%22.

消費者為了滿足或接近幻想而產生的消費行為稱之「消費幻想」，雖然這個消費新趨勢已受到消費者行為研究者的注目，但是由於缺乏一般化的量化分析工具，過去只能以深入訪談等質化方式，討論特定類型的消費幻想 (Belk and Costa, 1998; Martin, 2004; 李德儀，2005)，無法全面瞭解此一構念，因此本研究之主要目的便是建製一個可穩定有效衡量幻想程度的量表，預測其消費幻想程度。 本研究回顧過去研究，歸納出幻想來自於消費者心中未滿足的需求或缺憾，且應包括「個人感受性」、「非現實」、「未實現」與「期待感」四個要素，而幻想內容則涵蓋「認知實現機率」、「過去自身經驗相關度」、「外顯具體化程度」、「個人感受細膩度」與「持續程度」五大連續構面。 參考多位學者建製量表之過程 (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979)，本研究利用上述幻想面向發展題項題庫，經過四次專家評估修正題項題庫，設計出幻想量表初稿，再利用兩階段表面效度分析發展第一版幻想量表後，針對18歲至26歲學生進行四次小規模施測，並以內部一致性信度分析結果純化量表，建製出正式量表。最後收集新資料，進行信度分析、驗證性因素分析與效標關連效度分析，建製出一套19題李克特形式五點尺度的幻想量表，量表的內部一致性Cronbach’s Alpha值為0.93，再測信度為0.93，涵蓋「脫離現實的愉悅感」、「非現實」、「個人感受細膩度」與「外顯具體化程度」四大構面。透過分析敘述統計量，本研究認為量表總分超過75分之年輕學生，屬高度幻想者且高消費幻想潛力；量表總分低於50分之年經學生，則為低度幻想者且消費幻想潛力也低。 此外，從文獻中發現消費幻想程度高者，易出現不理性消費與固著式消費傾向，認為可以作為消費幻想之效標，且因為沒有這兩種消費傾向之量表，本研究經由上述建製流程，同步發展出不理性消費與固著式消費傾向兩個量表，最後透過效標關連效度分析，確認固著式消費傾向較適合做為幻想之效標。 === Consumption fantasy means a fantasy-driven consumption behavior. Although Consumer Behavior researchers have paid great attention to this new consumption trend, researchers could only discuss some specific consumption fantasy behaviors by qualitative methods due to the lack of quantitative analysis tools (Belk and Costa, 1998; Martin, 2004; Julia Lee, 2005). Therefore, this construct cannot be explored comprehensively so far. This study aims at developing a scale that can not only measure fantasy stably and effectively but predict consumption fantasy level. Through literature review, fantasy is originated from unmet demand or imperfection, containing four factors which are “Personal Perception”, “Unreality”, “Unrealization”, and “Expectative Feeling”. The content of fantasy covers five dimensions that are the probability of “Perceptive Realization”, the degree of “Pass Experience Relatedness”, “Embodiment”, “Fineness”, and “Persistency”. Referring to some researchers about scale development (Zaichkowsky, 1985; Lichtenstein et al., 1990; Churchill, 1979), these factors and dimensions mentioned above had come into use in generating items pool. Four panel discussions were held on the revision of items pool and the first draft of fantasy scale was developed. The first edition of this scale was created by means of two-staged face validity analysis. Four small-scale surveys were executed and respondents are students, ranging from 18 to 26 years old. The first edition scale is purified and become formal fantasy scale through assessing internal consistency reliability. The last new data is collected by formal scale and internal consistency reliability, confirmatory factor analysis and criterion-related validity, which are measured for assessing the quality of formal fantasy scale. Moreover, two groups of another new data are collected for assessing test-retest reliability. Through the process mentioned above, fantasy scale, which contains 19 Likert-type items, is developed. And Cronbach’s Alpha of this scale is 0.93; test-retest reliability is 0.93. This scale covers four dimensions, which are “Delight of Fleeing from Reality”, “Unreality”, the degree of “Fineness” and “Embodiment”. The young students whose scale score is over 75 are grouped into high degree of fantasy and easily transform their fantasy into consumption behaviors,on the other hand, the young students whose scale score is below 50 are categorized in low degree of fantasy and hardly transform their fantasy into consumption behaviors. Besides, irrational consumption tendency and fixated consumption tendency are discovered to be the criterion of consumption fantasy from literature review. For the lack of measure tools for these two consumption tendencies, the similar development process is adopted for developing another two scales. By assessing criterion-related validity, fixated consumption tendency is confirmed to be fitter for criterion of fantasy.