消费者怀旧情感量表的开发及验证──以怀旧主题餐厅为例  

Development and Validation of Consumers’ Nostalgic Emotion Scale——Taking Nostalgia-themed Restaurants as Examples

作　　者：温韬[1] 秦通[1] WEN Tao;QIN Tong(College of Economics and Management,Dalian University,Dalian 116622,China)

机构地区：[1]大连大学经济管理学院

出　　处：《大连大学学报》2019年第4期97-109,共13页Journal of Dalian University

基　　金：国家留学基金委地方合作项目(201708210282)

摘　　要：本研究首先通过文献回顾、深度访谈、借鉴中国消费者怀旧倾向量表(CHINOS)和专家访谈,以怀旧主题餐厅为例开发了针对服务行业的中国本土怀旧情感初始量表。然后,通过预调研和正式调研对初始量表进行了信度和效度检验,最终得到了由19个题项、4个维度构成的怀旧情感最终量表。最终量表的4个维度分别是氛围怀旧、人际怀旧、家庭怀旧和个人怀旧,比之前的CHINOS量表多了一个维度——氛围怀旧。另外,正式调研的二阶验证性因子分析结果表明:以上4个维度是怀旧情感这个高阶因子的一阶因子;并且怀旧情感的四维结构总体良好。The study takes the nostalgia-themed restaurants as examples and develops an initial scale of Chinese nostalgic emotion about service industry via literature review,in-depth interviews,reference to Chinese Nostalgia Scale (CHINOS) and expert interviews.Then,the initial scale is tested for reliability and validity through the presurvey and formal survey.Finally,the final scale of nostalgic emotion consisting of 19 items and 4 dimensions is obtained.These four dimensions of the final scale are atmosphere nostalgia,interpersonal nostalgia,family nostalgia, and personal nostalgia respectively.The final scale has one more dimension than the CHINOS scale which is atmosphere nostalgia.According to the results of second-order confirmatory factor analysis in the formal survey,the above four dimensions are the first-order factors of nostalgic emotion (high-order factor).At the same time,the fourdimensional structure of nostalgic emotion is generally good.

关 键 词：怀旧情感 服务行业 量表开发 怀旧主题餐厅 怀旧营销 

分 类 号：F713.5[经济管理—市场营销]