社会心理学研究
Online ISSN : 2189-1338
Print ISSN : 0916-1503
資料論文
買物意識の2次元モデルについての検討:日本の消費者における快楽次元と効用次元の測定
大久保 暢俊下田 俊介鷹阪 龍太山田 一成
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ジャーナル フリー

2018 年 33 巻 3 号 p. 156-163

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The purpose of this study is to investigate consumer attitudes towards shopping in Japan. Factor analyses of data by 1,286 nonprobability online panels in a Web survey (in 2014) confirmed a hypothesized two-factor structure (the hedonic and utilitarian), but although the hedonic subscale had enough internal consistency, the utilitarian subscale had relatively low internal consistency. The correlations of the scores on consumer attitudes towards shopping with other measures, such as bargain orientation, impulsive buying tendency, and frugality, provided support for the criterion validity of each subscale. In many cases, these relationships were not affected by variables such as gender, life stage, and household income. Implications for the two-dimensional model of Japanese consumer attitudes towards shopping are discussed.

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