The Development of a Scale for the Assessment of Consumer Pleasure Evoked by Product Appearance

產品外觀引發消費者愉悅情感反應之評量表的發展

本研究的目的在於發展一份消費者愉悅情感反應之評量表，作為量測消費者在觀看產品外觀時，所引發的情感反應程度的評估用途。本量表的發展乃是基於目前消費市場，對於消費者在感知產品外觀時，產生的愉悅感受反應已經成為提升產品行銷的重要特質之一。在研究方面，首先以問卷調查方式蒐集題目再整合Jordan的問卷題目，接著進行前測（pretest）試驗，針對初步篩選後的 20 個題目（pool）進行題庫分析，並刪除 3 個題目，最後選出 17 個題目作為正式問卷。再針對正式問卷做檢驗，藉由因子分析萃取出兩個因子，包括：愉悅因素（pleasure）及滿意因素（gratification）。該兩因素符合 Seligman（2002）的快樂理論、Jordan（2000）\r的愉悅產品理論，以及Norman（2004）的情緒理論。\r本量表在效度檢驗方面，分別進行預測效度（predictive validation）、橫跨效度（cross validation）和平行效度（parallel validity） 的檢驗，結果顯示，本量表具有適當的效度。另外，針對三個樣本做內部一致性（internal consistency）檢驗，Cronbach’s 亦都達到.85～.95 的高度一致性。在三週的重覆測驗（retest）亦顯示.70～ .78 的信賴度。整體而言，本研究發展出的量表適切性高，值得作為未來量測消費者愉悅情感的工具。

The purpose of this study was to develop a scale for the assessment of a consumer’s pleasurable response to product appearance， since a consumer pleasure evoked by a product became a very important characteristic to promote a product sale in the current market. Based on a pretest， three items were eliminated from a pool of 20 items， and a refined 17-items scale was constructed. Factor analysis resulted in two factors: gratific-ation and pleasure， supporting Seligman’s (2002) happiness theory， Jordan’s (2000) pleasure theory， and Norman’s (2004) three levels of emotions. Predictive validation and cross validation were tested with adequate results. A parallel validity study was also carried out based on a Spearman correlation， with an acceptable coefficient. In addition，he internal consistency of the scale was confirmed with Cronbach’s between .85 to 95 for each factor over three stimuli. Retest with a three-week interval indicated accep-able reliability (.70 to .78). The result suggested that this scale has adequate validity and reliability for the measurement of pleasure evoked by product appearance. Finally，some suggestions were made for developing pleasurable products and further studies.