摘要
从众消费行为创造商业价值,但从众消费动机仍缺乏探讨。从消费者群体影响和自我理论的视角,对从众消费动机的构成维度进行理论探讨与归纳总结,初步构建出测量从众消费动机的研究量表,对苹果手机用户进行问卷调查,获取所需研究数据,采用探索性因子分析提取出社会认同动机、自我认同动机、地位显示动机、自尊提升动机的4个公因子,构建从众消费动机的四维度模型。然后对每个维度进行信度分析后最终发现,社会认同动机包含7个题项,信度水平α=0.918;自我认同动机包含5个题项,信度水平α=0.893;地位显示动机包含4个题项,信度水平α=0.850;自尊提升动机包含3个题项,信度水平α=0.739,因此量表具有比较良好的可靠性。最后,对测量的效度进行检验,每个维度的平均方差提取量(AVE)均在0.5以上,AVE的平方根均大于该维度与其它维度的相关系数,表明量表具有较好的收敛效度和区别效度。
The consumer conformity creates the commercial value,but the motivation of consumer conformity is still short of discussion.Based on consumer groups and the theoretical perspective of self,this paper discussed the dimension composition of the motivation of consumer conformity and constructed preliminary scale for the measurement of consumer conformity.By the survey on apple's mobile phone users,research data were obtained.Using exploratory factor analysis to extract the social identity motivation,self-identity motivation,status display motivation,self-esteem,motivation,a model of four dimension for consumer conformity motivation was constructed.After the reliability analysis of each dimension,it is found that the social identity motivation contains 7 items,with the level of reliability α=0.918.Self-identity motivation includes 5 items,reliability level α=0.893;The status display motivation contains 4 items,the level of reliability α=0.850;Motivation of self-esteem improvement contains 3 items,with the reliability α=0.739.The scale has good reliability.Finally,the validity of measurement was tested.The average variance extraction(AVE)of each dimension was above 0.5,and the square root of AVE was greater than the correlation coefficient between this dimension and other dimensions,indicating that the scale had better convergence validity and discrimination validity.
引文
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