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

10.29931/MR.200706.0003

蔡明達(Ming-Ta Tsai)；許立群(Li-Chun Hsu)

懷舊情緒 ； 量表建構 ； 地方老街 ； Nostalgia Emotions ； Scale Development ； Old Streets

行銷評論

4卷2期（2007 / 06 / 01）

163 - 185

繁體中文

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。

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.

1. Abbas, A.(1997).Hong Kong: Culture and the Politics of Disappearance.Minneapolis:University of Minnesota Press.
2. Anderson, J. C.,D. W. Gerbing(1988).Structural Equation Modeling In Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103(3),411-423.
3. Bagozzi, R. P.,G. Mahesh,P. U. Nyer(1999).The Role of Emotions in Marketing.Journal of the Academy of Marketing Science,27(2),184-206.
4. Baker, S. M.,P. F. Kennedy(1994).Death by Nostalgia: A diagnosis of context-specific cases.Advances in Consumer Research,21,169-174.
5. Barsky, J.,L. Nash(2002).Evoking Emotion: Affective Keys to Hotel Loyalty.Cornell Hotel and Restaurant Administration,43,39-46.
6. Batra, R.,D. M. Stayman(1990).The Role of Mood in Advertising Effectiveness.Journal of Consumer Research,17,205-224.
7. Butler, R. N.(1963).The Life Review: An Interpretation of Reminiscence in the Aged.Psychiatry,26,65-76.
8. Churchill, G. A.(1979).A Paradigm for Developing Better Measures of Marketing Constructs.Journal of Marketing Research,16,64-73.
9. Desmet, P. M. A.,Blythe MA,Monk AF,Overbeeke K,Wright PC (eds.)(2003).Funology: From Usability to Enjoyment.New York:Kluwer Academic.
10. Gardner, M. P.(1985).Mood States and Consumer Behavior: A Critical Review.Journal of Consumer Research,12,281-300.
11. Hair, J. F.,R. E. Anderson,R. L. Tatham,W. C. Black(1998).Multivariate Data Analysis.New Jersey:
12. Havlena, W. J.,S. L. Holak(1991).The good old days: Observations on nostalgia and its role in consumer behavior.Advances in Consumer Research,18,323-329.
13. Hirsch, A. R(1992).Nostalgia: A Neuropsychiatric Understanding.Advances in Consumer Research,19,390-395.
14. Holak, S. L.,W. J. Havlena(1998).Feelings, fantasies, and memories: An examination of the emotional components of nostalgia.Journal of Business Research,42,217-226.
15. Holbrook M. B.,John A. Howard. (ed.)(1994).Buyer Behavior in Marketing Strategy.Englewood Cliffs, NJ:Prentice-Hall.
16. Holbrook, M. B.(1993).Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes, 1993.Journal of Consumer Research,20,245-257.
17. Nostalgia
18. Izard, C. E.(1977).Human emotions.New York:Plenum Press.
19. Mattila, A. S.(2001).Emotional Bonding and Restaurant Loyalty.Cornell Hotel and Restaurant Administration,42(6),673-679.
20. Mehrabian, A.,J.A. Russell(1974).The basic emotional impact of environments.Perceptual and Motor Skills,38,283-301.
21. Muehling, D.D.,D. E. Sprott(2004).The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects.Journal of Advertising,33(3),25-36.
22. Palmer, A.,N. Koenig-Lewis(2006).Experiential Bases for Relationship Development: A Figure Ground Study of Alumni Relationships.14th International Colloquium in Relationship Marketing Leipzig/Germany.
23. Pluctchik, R.(1980).In emotion: A psychoevolutionary synthesis.New York:Harper and Row.
24. Richins, M. L.(1997).Measuring Emotions in the Consumption Experience.Journal of Consumer Research,24,127-146.
25. Rucker, D. D.,R. E. Petty(2004).Emotion Specificity and Consumer Behavior: Anger, Sadness, and Preference for Activity.Motivation and Emotion,28(1),3-21.
26. Russell, J. A.,J. H. Steiger(1982).The structure in persons' implicit taxonomy of emotions.Journal of Research in Personality,16(4),447-469.
27. Russell, J. A.,P. Geraldine(1980).A Description of Affective Quality Attributed to Enviroments.Journal of Personality and Social Psychology,38(2),311-322.
28. Schmitt, B. H.(2000).Experience Marketing: How to get consumer sense, feel, think, act, and relate to your company and brands.New York:The Free Press.
29. Taylor, S. J.,R. Bogdan(1984).Introduction to Qualitative Research Methods: The Search for Meanings.New York:John Wiley & Sons.
30. Thomas, J. R.,J. K. Nelson(2003).Research Methods in Physical Activity (RMPA) (Hardcover).Champaign, IL:Human Kinetics.
31. Watson, D.,L. A. Clark,A. Tellegen(1988).Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS scales.Journal of Personality and Social Psychology,54,1063-1070.
32. Werman, D. S.(1977).Normaland pathological nostalgia.Journal of the American Psychoanalytic Association (JAPA),25,387-398.
33. Yu, Y. T.,A. Dean(2001).The contribution of emotional satisfaction to consumer loyalty.International Journal of Service Industry Management,12(3),234-250.
34. 沈文台(2002)。台灣老街圖鑑。台北:城邦文化事業股份有限公司。
35. 黃沼元(2002)。台灣的老街。台北:遠足文化事業有限公司。

1. 陳孟資(2016)。老街再造價值對社區認同之影響－以范特喜綠光計畫為例。臺中科技大學企業管理系碩士班學位論文。2016。1-72。