消費者純正性需要概念建構與量表建置之研究

Consumer Need for Authenticity: Conceptualization and Scale Development

國內外市場有愈來愈多追求滿足純正性需要的消費者，他們願意支付較高的代價獲取心目中「真正的產品」，即純正性產品。學術界對此現象多所著墨，觀察此消費行為，並發現許多廠商進行品牌純正性定位以回應市場需求，因而投入探討純正性之意涵、純正性產品特徵，與進行品牌純正性定位的行銷努力。本研究進一步探討消費者心中消費者純正性需要的意義、純正性產品特徵、追求純正性需要滿足的動機、以及如何衡量消費者純正性需要程度？本研究透過深度訪談，歸納出消費者純正性需要的定義，並發現消費者純正性需要是一項消費價值觀，偏好滿足此需要的消費者，主要動機是為了實現理想我、表現真實我，此消費價值觀的不同，會讓消費者對消費純正性產品產生不同的消費態度，最後建置包含7項因素、29題題項的消費者純正性需要量表。

Consumers who acquire authentic products to satisfy their needs for authenticity (NFA) are on the increase. For realizing this consumption value, a serious of qualitative and quantitative researches were undertaken by this study. After personal interviews, this study identified six properties of authenticity, two types of authentic product character categories, three kinds of consumption motives about consumer seeking for need for authenticity, and then brought up the definition of consumer need for authenticity. This study also detailed the development of consumer need for authenticity scale, which was designed to measure individual differences in consumption attitude influencing by different level of NFA. This scale was constructed based on the findings of the qualitative study. Passing through reliability tests and validity tests, this study finally has a consumer NFA scale of seven factors, and 29 items. Then, the nomological validity test was held to confirm scale's applicability and validity.