Validation of Self-Determination Scale: An Experiential Consumption Perspective

Zhuofan Zhang

《Journal of Business and Management》 28卷2期 (2023/01) Pp. 89-119

https://doi.org/10.6347/JBM.202301_28(2).0004

摘要

Purpose - Previous studies have not underscored the importance of employing a self-determination scale in the experiential marketing and consumption domain. It is thus valuable to validate such a scale to encompass the essence of the concept of self-determination and capture all the relevant conceptual meanings for the scale to be examined in a broad nomological experiential consumption framework. Method - The current study follows a typical scale validation procedure. Studies 1 and 2 conduct the initial exploratory factor analysis, test model fit, and examine the convergent as well as discriminant validity of the adapted self-determination scale. Study 3 tests the nomological validity of self-determination in an experiential consumption context and establishes that self-determination mediates the relationship between fear of missing out (FoMO) and purchase intentions regarding experiential products. Findings - The scale of self-determination regarding experiential consumption has been validated, and its applicability can be extended to various types of experiential products. Moreover, self-determination, particularly the autonomy and competence dimensions, mediates the relationship between FoMO and purchase intentions regarding experiential products. Limitations - The average age of the participants across the three studies is 24.28 years old, which represents young generations, such as millennials, and Generation Z. Future studies can test the scale among older generations, such as Generation X and baby boomers. Another limitation is that the causal role in this relationship remains unclear. Future studies should employ an experimental design to examine the antecedent role of FoMO in relation to self-determination. Implications - Managers should design experiential products that can better fulfill individuals' basic psychological needs in terms of how experiences can constructively produce feelings of fulfillment of one's personal potential and self-actualization. Marketers should also seek a good fit between consumers' experiences with products and consumers' specific types of psychological needs-specifically connected to autonomy, competence, and relatedness-and the fulfillment of personal goals. Based on the study results, companies have social responsibilities regarding shaping experiences that can ameliorate positive emotions. It is important for marketers to promote activities that are related to personal fulfillment to relieve individuals' feelings of FoMO, such as experiences or activities that involve feelings related to one's purpose or the meaning of life; positive emotions; and personal goals related to growth, uniqueness, self-enhancement, and self-care. Originality - The current paper provides a new understanding of self-determination in the context of experiential consumption through the validation of an adapted self-determination scale. The validated scale can be applied in a variety of experiential contexts to assist in the understanding of new schemes of experience production and consumption in the modern era, such as digital experiences, tourism and hospitality, sensory marketing, and collaborative buying and sharing. The contribution of the current study is twofold. First, the self-determination scale that is formed by the three dimensions of self-determination motives has been validated across three studies in terms of model fit along with convergent, discriminant, and nomological validity. Second, this study demonstrates an example of an assessment of the association between self-determination and other constructs, such as FoMO and purchase intentions regarding experiential products, in a nomological framework. The results complement previous findings that FoMO is related to low levels of fundamental need satisfaction and that self-determination can relieve the feeling of FoMO.

關鍵字

self-determination ； experiential context ； validity ； experiential products ； FoMO