大学生品牌依恋量表的编制

发布时间：2018-06-25 09:22

本文选题：大学生 + 品牌依恋　；参考：《心理技术与应用》2016年01期

【摘要】：该研究依据品牌依恋理论文献,通过访谈和问卷调查,探讨中国大学生品牌依恋的心理结构。该研究先以352名在校大学生为被试进行探索性因素分析,后以507名大学生为被试进行验证性因素分析;结果表明:(1)大学生品牌依恋包括积极评价、自我联结、积极体验和关系维持四个因素,问卷结构清晰,模型拟合较好,x~2/df=2.63,CFI、NFI、IFI大于0.90,RMSEA为0.050;(2)信度检验:各维度的α系数在0.732~0.886之间、分半信度在0.718~0.855之间,总问卷的α系数为0.878、分半信度为0.781;(3)效度检验:以杨春的《消费者品牌依恋问卷》为效标检验该问卷的效标关联效度,效标量表总分与该量表各维度及量表总分存在显著正相关,相关值分别为:0.425、0.502、0.513、0.702、0.759(p0.01)。
[Abstract]:Based on the theory of brand attachment, the psychological structure of brand attachment of Chinese college students was investigated by interviews and questionnaires. The results show that: (1) Brand attachment of college students includes positive evaluation, self-connection, positive evaluation, and self-connection, while 352 college students are selected as subjects for exploratory factor analysis, and 507 college students as subjects for confirmatory factor analysis, the results show that: (1) Brand attachment of college students includes positive evaluation, self-connection, and so on. There were four factors of positive experience and relationship maintenance, the questionnaire structure was clear, the model fit was better than 2.63% CFI, the NFIIFI was more than 0.90 and RMSEA was 0.050; (2) the reliability test: the 伪 coefficient of each dimension was between 0.773 2 and 0.886, and the split-half reliability was between 0.7180.855 and 0.7180.855, respectively. The 伪 coefficient of the total questionnaire was 0.878, and the split-half reliability was 0.781.The validity test: Yang Chun's Consumer Brand attachment questionnaire was used to test the validity of the questionnaire, and the total score of the scale was positively correlated with each dimension of the scale and the total score of the scale. The correlation values were: 0. 425, 0. 502, 0. 513, 0. 702, 0. 759 (p 0. 01).
【作者单位】：浙江师范大学教师教育学院;
【分类号】：B844.2

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