臺灣發展幸福產業的基底？婚紗攝影消費對幸福感的預測模型

The Model of the Ability of Bridal Gown Consumption to Predict Sense of Well-Being

10.6144/JIC.2016.0602.03

莊惠璿(Hui-Hsuan Chuang)；陳新霖(Hsin-Lin Chen)

生活滿意 ； 幸福感 ； 消費價值 ； 婚紗產業 ； Life satisfaction ； Sense of well-being ； Consumption values ； Bridal gown industry

資訊傳播研究

6卷2期（2016 / 04 / 01）

51 - 69

繁體中文

本研究以婚紗攝影消費者與潛在消費者做為母體，採用問卷調查方法，探討臺灣婚紗攝影消費者之消費價值、生活滿意，與其幸福感之間的關聯性。本研究以生活滿意做為中介變項，以結構方程進行模型分析，探討婚紗攝影消費價值對幸福感的預測程度。其結果顯示，婚紗攝影消費價值可切分為：嘗新、功能、情感、社會、條件等五種構念。本研究所提之中介模型經驗證後，獲得部分支持。嘗新性與情感性價值均未能顯著預測生活滿意與幸福感。功能性、社會性與條件性價值都可透過生活滿意來間接預測幸福感，其中，條件性價值的間接效果為負向。此外，本研究另發現，功能性價值對幸福感尚有顯著的直接效果。

This current study explored the relationship among bridal gown consumption values, customer life satisfaction, and customer sense of well-being. The study hypothesised that the variable of customer life satisfaction mediates the effects of bridal gown consumption values and customer sense of well-being. The study used an Internet questionnaire to collect data. Accordingly, the consumption values of bridal gown were divided into five dimensions, namely function value, social value, emotional value, epistemic value, and conditional value. The hypothesis of the study -- customer life satisfaction mediates the effects of bridal gown consumption values and customer sense of well-being -- was partially supported. The structural model showed no significant effects of both epistemic and emotional values on either customer life satisfaction or customer sense of well-being. Our data indicated that the variable of customer life satisfaction acts as a mechanism through which functional, social, and conditional values significantly influence customer sense of well-being. Particularly, conditional value had a negative effect on customer sense of well-being. Additionally, functional value exerted a direct effect on customer sense of well-being.

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