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ThePositiveConsumptionBehavior:ConceptandScaleDevelopment

WURui2juan,LIDong2jin

BusinessSchool,NankaiUniversity,Tianjin300071,China

Abstract:Consumptionexperienceincludescognition,affection,andbehavior.Sincemanyliteratureshaveexaminedpositivecognitionandpositiveaffection,thestudywouldfocusonpositivebehavior.Thestudyproposestheconceptofpositiveconsump2tionbehaviorbasedonalargenumberofliteraturereviews.Accordingtoreportsof20consumers,55depthinterviewsandpre2testto60consumers,apositivebehaviorconsumptionquestionnaireisdevelopedtoinquireaboutthecontentsofpositivecon2sumptionbehavior,546consumersissurveyedinthestudy,andvalidquestionnairesreceivedfinallyare517.ThestudyusesSPSS13.0andLISREL8.70toanalyzethescaleandtheresultofanexploratoryandaconfirmatoryfactoranalysisindicatesthatthemeasurementscalehasacceptablelevelsofreliabilityandvalidityandthepositiveconsumptionbehaviorisamulti2dimension2alconstruct,consistingoffourdimensions:timeinterval,usagefrequency,productproblemssolvingandassociatedproduct.Thestudyalsopointsouttheimplicationsoftheoryandpractice,limitations,andfuturedirectiontowardenterprise.

Keywords:consumptionexperience;positiveconsumption;positiveconsumptioncognition;positiveconsumptionaffect;positiveconsumptionbehavior

ReceivedDate:April10th,2009　　AcceptedDate:September23rd,2009

FundedProject:SupportedbytheNationalNaturalScienceFoundationofChina(70832001,70672033)

Biography:WURui2juan,aShanxiTaigunative(1980-),isaPh.D.candidateintheBusinessSchoolatNankaiUniversity.Herresearchinter2estsincludeconsumerbehavior,etc.E2mail:jennie0212@

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