消費者幸福感量表發展之研究

近年來許多學者主張，衡量消費者幸福感較服務品質滿意度更為重要。因此，本研究根據盧希鵬（民99）提出的快樂四感為基礎，針對服務業－批發零售及餐飲業之消費者行為面來開發適合該產業之消費者幸福感量表。
本研究由國內外相關文獻進行題項之發展，並藉由二回合的專家問卷，發展出具有內容效度的預試量表，接著針對消費者進行二階段的問卷資料蒐集，透過題項分析、探索性因素分析、驗證性因素分析後，確認本量表具有良好的信、效度，形成最終消費者幸福感量表。
本研究建置的量表共有三個部分，分別為「基本資料8題」、消費者幸福感15題」及「關聯性分析6題」，共計29題，其中，消費者幸福感包含四個構面，分別為「價值感5題」、「富足感3題」、「寧靜感4題」及「安全感3題」。並運用二階驗證性因素分析，獲得四構面對幸福感具有高度關聯性，且幸福感對忠誠度也有顯著的關係

In recent years, many researchers have advocated that measuring consumers’ well-being is more important than measuring consumers’ satisfaction of service quality. Thus, based on the four senses of happiness proposed by Lu Xi Peng(99), this study develops a consumer well-being scale suitable for the wholesale and retail industry as well as the food and beverage industry.
This study constructs preliminary items by reviewing domestic and foreign literature. After two rounds of expert’s questionnaire, this study designs a preliminary examination scale with content validity. The data collected, in two stages, from the consumers are examined through item analysis, exploratory factor analysis and confirmation factor analysis. The results confirm that this scale has good reliability and validity and is qualified to be a final consumer well-being scale.
This final scale is comprised of three parts:“the basic data”, consisting of 8 items, “consumer well-being”, 15 items, and “the correlation analysis”, 6 items. Among the 29 items, consumer’s well-being includes four dimensions: 5 items in “value”, 3 in “affluence”, 4 in “tranquility” and 3 in “security”. This study further uses 2nd order confirmatory factory analysis and find these four dimensions are highly correlated to well-being, and well-being is significantly and positively related to loyalty.