臺灣博碩士論文加值系統

消費幻想的概念在近年來受相關研究者的注目而持續發展，但常僅止於概念探討 (Belk et al., 2003；李德儀, 2005) 或特定的高幻想族群之研究 (Martin, 2004)，究其背後成因是缺乏幻想衡量工具。在國內研究學者黃依婷 (2006) 建製了第一份幻想量表，終使後續相關研究得以展開，但其幻想量表的建製流程、再測信度、效標關聯效度和幻想量表之構面，皆仍有可改善之處。故本研究的目的，是評估舊有之幻想量表，進而修正成一份具有良好信度與效度的幻想量表。
本研究選擇黃依婷 (2006) 在建製量表時第二次施測的問卷版本，接續評估幻想量表構面，並進行量表純化與信度效度分析，以改善量表之品質。卻發現量表的構面相當不穩定，而進行一次表面效度鑑定後，發現構面之設計確實存在部份構面之間的題項易混淆與部份題項和其所在之構面定義不符。故確定舊有之幻想量表施測版本有重新整理構面之必要，經回顧文獻與重新檢視量表之目的後，確認了「構面-要素」矩陣設計概念的幻想量表構面，並在經過兩次專家評估修正以融合舊版幻想量表部分題項與新設計之題項，組成新幻想量表之初稿。構面整理後之幻想量表初稿經確認構面與題項設計具表面效度後，便利用校園樣本進行三次小規模施測，以內部一致性信度分析和探索性因素分析結果純化量表，建製出正式研究之幻想量表。最後再於200位一般消費者施測，進行信度分析、驗證性因素分析與效標關聯效度後，建製出一套19題李克特形式五點尺度之幻想量表，整體之內部一致性Cronbach’s Alpha值為0.90，再測信度為0.81，涵蓋「取得距離」、「過去經驗」、「細膩程度」、「持續程度」四大構面。
另外，本研究回顧文獻發現幻想程度較高者，在想像力生動程度可能較佳，而可利用Marks (1972, 1973a, 1973b) 所建立之想像力生動程度量表作為幻想量表之效標，透過效標關聯效度分析，確認幻想程度越高，想像力生動程度也越高，而證明本研究修建之幻想量表具有效標關聯效度。最後利用幻想量表驗證幻想相關推論與命題，發現年齡越高，幻想程度越低；在幻想構面「過去經驗」與「細膩程度」間，並無顯著之負相關。

The concept of consumption fantasy has continually been receiving attention and kept developing by researchers in relevant fields, but relevant research could only focus on concept development (Belk et al., 2003; Julia Lee, 2005) or specific groups with higher degree of fantasy (Martin, 2004) due to lack of instruments to measure fantasy. Research about consumption fantasy through quantitative method has been commenced after the first fantasy inventory was built by domestic researcher Huang I-tin (2006). Nevertheless, there is still room for further revision and improvement in the development process, test-retest reliability, criterion-related validity and the dimensions of fantasy inventory build by Huang I-tin. This study is aimed to access the traditional fantasy inventory and rebuild it into an inventory with better quality on reliability and validity.
The second edition of pretest questionnaire used by Huang I-tin was chosen to conduct subsequent development of dimension assessment, inventory purification, reliability and validity analysis to increase the quality of fantasy inventory. The face validity analysis was executed due to the discovery of unstable of inventory dimensions, the result unveiled that some items in some dimensions are hard to distinguish and some items do not satisfy the definitions of their dimensions. Referring to literatures and reassessing the purpose of fantasy inventory due to the need of rearrangement of dimensions in this inventory, “dimension-factor” matrix of design concept was initiated, and the first draft of revised fantasy inventory was developed after two panel discussions held on the revision and integration of old items extract from old fantasy inventory with new designed items. Once the fantasy inventory had been proved to have face validity via dimensional assessment, three small-scale surveys, in which the respondents are composed of students, were executed to develop the formal fantasy inventory through internal consistency reliability and exploratory factor analysis aimed to purify the draft of fantasy inventory. After the small-scale surveys, 200 general consumers were chosen to conduct formal questionnaire survey, which included reliability analysis, confirmatory factor analysis and criterion-related validity analysis, to build a fantasy inventory containing 19 Likert-type items. Overall, the Cronbach’s Alpha of this inventory is 0.90; test-retest reliability is 0.81. This inventory covers four dimensions: the distance of “Accessibility”, ”Pass Experience Relatedness”, the degree of “Fineness ”, and the degree of “Continuity”.
In addition, the degree of vividness of visual imagery is discovered to be the criterion of fantasy from literature review. By assessing criterion validity, the degree of vividness of visual imagery is confirmed to be fit for criterion of fantasy. Finally, for the test of thesis that older people have lower degree of fantasy; the result indicated that there’s no negative relation existing between the dimension of “experience-relativity” and the dimension of “the degree of fineness”.

第一章 研究背景 1
第一節 研究動機 2
第二節 研究目的 3
第二章 文獻探討 4
第一節 消費幻想 4
第二節 信度 14
第三節 效度 19
第四節 幻想相關之消費傾向或能力 22
第三章 研究設計 25
第四章 量表建製過程 29
第一節 第一次量表精簡化與純化 29
第二節 新版幻想量表初稿編制 35
第三節 新版幻想量表之表面效度 39
第四節 構面整理後之幻想量表精簡化與純化 40
第五節 正式研究結果 56
第六節 再測信度分析 63
第七節 效度分析 65
第八節 幻想相關推論與命題驗證 73
第五章 結論與建議 76
第一節 研究成果與貢獻 76
第二節 研究限制與後續研究方向 80

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