Revising And Application Study Of Hedonic Shopping Motive Scale

With the continuous improvement of living standards, the growing wealth of social consumer goods, the lifestyle of the residents is changing a lot with each passing day. People have more leisure time. The expenditure structure of"clothing, food, shelter"has changed. The"food"gradually giving way to the proportion of entertainment and enjoy life consumption. Thus, according to the current situation of the consumption, combined with the new orientation of foreign consumer research, the subject of thesis is fixed.This study selected American scholars Arnold and Reynolds'the hedonic shopping motivation scale to revise. First, two students who major in English when they were undergraduate and then study psychology at master degree to help translate the original scale. Then, based on the literature review, combined with field interviews of consumers shopping centers, get the local explanation of the various dimensions of original scale. By the discussion of psychologists and graduate students of Chinese language and literature, get the the initial version of Chinese hedonic shopping motivation scale. In the form of complete on-site, send e-mails to pre-test the questionnaire, 211 copies of the data will be the implementation of reliability analysis, item analysis and exploratory factor analysis, remove invalid items, get the formal scale. Surveying the official scale, the 156 valid data be obtained, then through confirmatory factor analysis, get the construct validity of the scale. The data analysis showed that the Chinese hedonic shopping motivation scale has good consequent in reliability and validity.The study gets conclusions as following:1, Chinese hedonic shopping motivation scale contains a total of six dimensions: value shopping, environment shopping, role shopping, social shopping, reward shopping, a total of 18 items.2, Chinese hedonic shopping motivation scale has good reliability,internal consistency reliability coefficient was 0.864, significant at the 0.01 level.3, By confirmatory factor analysis showed that the Chinese hedonic shopping motivation scale has good construct validity. Meanwhile, it also has good scale content validity.4,The application of the Chinese hedonic shopping motivation scale indicates that:there is significant differences among gender and age in hedonic shopping motives.