建構懷舊情緒量表之研究－以地方老街為例

A Construction of Nostalgia Emotions Scales: A Study of the Old Street

蔡明達(Ming-Ta Tsai) ； 許立群(Li-Chun Hsu)

《行銷評論》 4卷2期 (2007/06) Pp. 163-185

https://doi.org/10.29931/MR.200706.0003

摘要

本研究旨在探討旅遊情境之消費者懷舊情緒，並發展懷舊情緒量表，透過實證驗證其信度與效度。懷舊情緒爲消費者經由旅遊情境所喚起其對於過往人、事、物的記憶，而產生的心理反應狀態。懷舊情緒量表的編制過程分成五個步驟：（一）消費者深度訪談，（二）訪談整理與題項設計，（三）前測問卷發放與題項刪減，（四）正式問卷資料蒐集，（五）量表信度與效度檢驗。從地方老街消費者的資料分析發現，懷舊情緒可涵蓋溫暖情懷、精美情懷、感觸情懷、休閒情懷以及歷史情懷等五項構面， 最後本研究將量表題項精簡爲二十五題。研究結果顯示本量表內部一致性高，採用驗證性因素分析後，發現懷舊情緒量表之衡量模式適配度佳。本研究進而提出理論和實務建議，闡述此量表在學術研究的貢獻，並如何運用地方文化產業推展體驗行銷。

關鍵字

懷舊情緒 ； 量表建構 ； 地方老街

並列摘要

The purpose of this study is to explore consumer's nostalgia emotions in tourism context, and to develop and validate the nostalgia emotions scale. Nostalgia emotions are defined as a mental state of readiness that arises from memorized persons, events, or objects by tourism environment. There are five stages in this nostalgia emotions scale development procedure: (1) in-depth interview with customers, (2)analysis of interview and item generation, (3)pre-test and item refinement, (4)data collection, and (5)test of reliability and validity of scale. From the data collected from consumers in Old Streets, nostalgia emotions consist of five distinct dimensions, i.e. warmth, sophistication, memorability, leisure, and historicity emotions, which resulted in 25 items for the scale. The empirical results show the scale is highly internal consistent, and there is a good fit of measurement model with the data. Implications for academic and practical fields are provided for further applications.

並列關鍵字

Nostalgia Emotions ； Scale Development ； Old Streets

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