臺灣博碩士論文加值系統

本研究是跨文化之研究，為了驗證CETSCALE來衡量消費者的種族優越感、愛國和保守及權力之線性驗証。Shimp and Sharma（ 1987年）制定了衡量尺度，優先使用美國國內生產產品對國外製造產品之比較。其結果顯示看出，美國人實際上的種族優越感，以區域來解釋美國製造的產品。Shimp and Sharma（ 1987年）提出該量表，是否可適用於其他國家和適應不同的文化，這是完全進一步的探討。他們的研究是遺留下來的一些疑問而未解決問題，如人口和社會經濟群體等等。本研究的目的是要驗證CETSCALE。結果顯示該量表，不能普遍完全的接受，只能適合某個區域的應用跟美國民族概念相同的國家。

This research was intended purportedly to study and or to validate the CETSCALE that was used to measure consumer ethnocentrism. Shimp and Sharma (1987) developed a measurement scale preference to use domestic products against foreign products. The result was conspicuously apparent that Americans were realistically ethnocentric towards American-made products. However, Shimp and Sharma (1987) claimed that whether or not the CETSCALE could the applicable to other countries and fit to different cultures is entirely problematic. Their research was left over some unsettled questions such as demographic and socioeconomic groups and so forth. The present research was designed to validate the CETSCALE. The result showed that the scale could not be accepted universally, but could be only applicable to the case that is similar to that of America, but not to those that are different from America.

中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章　緒論 1
1.1 研究背景和動機 1
1.2 研究目的 3
第二章　文獻回顧 4
2.1消費者民族意識相關文獻 4
2.2 生活型態相關文獻 8
2.3文化相關文獻 10
2.4愛國主義相關文獻 12
2.5保守主義相關文獻 14
2.6權力主義相關文獻 15
第三章　研究方法 17
3.1 觀念性架構和假說 17
3.2 變數操作性定義與問卷設計 19
3.3抽樣設計和資料收集 22
3.4資料分析方法 23
3.4.1前測分析 24
3.4.2信度檢定 25
3.4.3前測之信度和效度分析 25
第四章 研究成果 26
4.1 信度和效度分析 26
4.2描述性統計抽樣 27
4.3 因素分析 30
4.4 獨立樣本t-檢定和ANOVA分析 32
4.5 區別分析 53
第五章 結論 57
5.1研究結論 57
5.2 研究限制 59
5.3 本研究對未來實際上的涵意 59
參考文獻 61
附件一 前測問卷 66
附錄二 正式問卷 72
附件三 「CETSCALE」所設計之問項 78

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