积极消费行为——概念与量表开发

The Positive Consumption Behavior:Concept and Scale Development

消费经历包括认知、情感和行为,已有文献描述了消费经历中的积极认知、积极情感,而对积极行为的研究却很少。在文献分析的基础上,提出积极消费行为的概念,在20份消费者报告以及对55名消费者深度访谈和60名消费者预测试的基础上编制积极消费行为问卷,并使用编制的问卷对546名消费者正式调查,最终回收有效问卷517份。使用SPSS13.0和LISREL8.70软件,采用探索性因子分析和验证性因子分析方法,对积极消费行为量表进行信度和效度分析。研究结果表明,开发的量表具有很好的信度和效度,积极消费行为是一个多维度的结构,包括时间间隔、使用频率、解决问题和配套产品4个维度。对积极消费行为的研究结果可为企业提供参考和借鉴。

Consumption experience includes cognition, affection, and behavior. Since many literatures have examined positive cognition and positive affection, the study would focus on positive behavior. The study proposes the concept of positive consumption behavior based on a large number of literature reviews. According to reports of 20 consumers, 55 depth interviews and pretest to 60 consumers, a positive behavior consumption questionnaire is developed to inquire about the contents of positive consumption behavior, 546 consumers is surveyed in the study, and valid questionnaires received finally are 517. The study uses SPSS 13.0 and LISREL 8.70 to analyze the scale and the result of an exploratory and a confirmatory factor analysis indicates that the measurement scale has acceptable levels of reliability and validity and the positive consumption behavior is a multi-dimensional construct, consisting of four dimensions： time interval, usage frequency, product problems solving and associated product. The study also points out the implications of theory and practice, limitations, and future direction toward enterprise.