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E97048
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懷舊體驗感知量表建構與應用
The Study of Construction and Application of Nostalgia Scale
1.李英弘
1.Ying-hung Li
1.逢甲大學建築系
1.Department of Architecture, Feng-Chia University
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1.逢甲大學建築系
1.Department of Architecture, Feng-Chia University
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2008-08-01
A.14 計畫執行期間(訖):2010-07-31
2009-02-012009-04-302010-04-012010-05-31
A.16 收到日期:2010-12-17
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C.2 聯絡日期:2010-12-30
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1.逢甲大學建築系
1.Department of Architecture, Feng-Chia University
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C.7 資料公開日期:2011-03-01
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008
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1.方法目的鏈
2.世代
3.懷舊場域
4.懷舊體驗
1.Generation
2.Means-end Chain
3.Nostalgic Experience
4.Nostalgic Site
 「懷舊」為一種念舊與懷念過去的心理狀態,懷舊一詞最早源於希臘文nostos-「返家、返回祖國」及algia「一種引起痛苦的狀態」二字組合而成 (Davis, 1979;Holak & Havlena,1992),演變至今日,懷舊逐漸由一種負面的心理疾病轉而成為一種正向的行銷媒介,進而運用到各領域中,像是消費者行銷、醫學上的照護 與治療、觀光的體驗價值等。

在本研究第一階段質性研究,以方法目的鍊模式來探索個體在懷舊情境中其心理認知狀態與情緒反應所建構而成的體驗內容。懷舊物件以台灣故事館與香蕉新樂 園兩虛擬懷舊場域內部場景與物件,共100張照片作為刺激媒材,採用階梯訪談法,以對傳統世代(59歲以上)、戰後新嬰兒潮世代(58~43歲)、新人類 世代(42~32歲)三個世代共50位受訪者進行一對一深度訪談,研究結果發現,三個世代受訪者的個體懷舊體驗感知構成內容,大都以過去直接經歷的記憶陳 述為主,以傳統世代與戰後嬰兒潮世代最為明顯,且會因為個體過去經驗產生出一種今昔相比的心理認知過程,像是感覺過去是單純的以及感嘆時代變化快速的認知 出現,而在這樣的體驗過程中,同時也引發個體的正負向情緒反應,像是感到快樂的、悲傷的等。三個世代的的懷舊深度上受到個體自身的經歷影響極大,對於傳統 世代而言,這些懷舊物件,讓他們又重新的回到過去,重溫「家」的感覺,同時又惋惜這些已逝的過去。而對於戰後新嬰兒潮世代來說,孩童時期是最多被提起的年 代,如同Davis(1979)所提到孩童與青少年時期是懷舊體驗中最容易被回憶起的年代,同時本世代也親自參與了許多歷史事件的發生與轉變。這兩世代的 懷舊體驗驗證了Davis所論述的三個懷舊層級,從單純懷舊、反思懷舊到詮釋懷舊。而新人類世代的懷舊大多來自於間接經驗的描述,其懷舊深度與廣度皆不若 前兩世代。

在本研究第二階段量化研究,以第一階段質化研究所蒐集之相關懷舊體驗感知形容詞句進行體驗量表之建構,並透過虛擬懷舊場域-台灣故事館與真實懷舊場域 -九份老街進行量表之驗證,本研究於兩調查地點共收集739份問卷,透過信度與項目分析,刪減不良題項,並經由探索性因素分析,萃取出『懷舊感知因子』、 『復古連結性』、『正向懷舊傾向』、『懷舊價值』、『負向懷舊傾向』、『喚起感』、『新奇感』、『失落感』、『懷舊影響因子』九個因素構面,將題項精簡至 52題,研究結果顯示,本量表內部一致性高,同時本研究以獨立樣本t檢定,進行不同場域對於懷舊體驗之差異性分析,以及不同年齡層在懷舊體驗之差異性分 析,研究結果顯示在虛擬懷舊場域-台灣故事館中,個體各項懷舊體驗測量構面平均數高於真實懷舊場域-九份老街,在年齡層對於懷舊體驗的影響上,研究結果發 現『懷舊感知因子』、『懷舊價值』、『負向懷舊傾向』、『喚起感』、『失落感』五項因素構面之平均值,32歲以上之受訪者同意程度高於32歲以下受訪者, 顯示年齡層較大之受訪對於懷舊場域之懷舊感受性較大。

Nostalgia is originally derived from the Greek “nostos”--to return home, and “algia”--a negative condition which is a painful yearning to return home(Davis, 1979;Holak & Havlena, 1997). Today, concept of nostalgia is changed gradually from a negative mental illness to a positive commercial marketing strategy. This first step research adopted Means-End Chain theory to explore nostalgia experience. There were 100 photos which taken from Taiwan-Story land and Taiwan Banana New Paradise settings. Through laddering theory procedure, subjects watched these photos and described their feelings and emotions. Subjects were selected from 3 generations: traditional generation (age 59 and above), post-war baby boomer generation (age 58-43), and Y generation (age 42-32). Totally, there were 50 respondents in this study. For traditional generation, aged objects and settings stimulated these subjects to remember simple and tranquil in the past compared to speedy and unstable at present. Post-war baby boomer generation expressed that history was tremendous and treasured, and criticized current real world. For Y generation, these amusing objects and settings were attractive and fashioned. By way of consuming reproductions of these objects, they wish they could have strong connection to the past. At the second stage, this research generated nostalgia scale based on qualitative data from first step. There 739 subjects collected at two different types of site: Taiwan Storyland and Jiufen area. By way of exploratory factor analysis (EFA), 52 items and nine factors were extracted to construct multi-dimensions of nostalgia. These nine factors were: cognition oriented, connect to the ancient, positive oriented, value oriented, negative oriented, arousal oriented, novelty oriented, sense of looseness, and affective oriented. Site differential analysis results showed that subjects in the Taiwan Storyland had higher score of nostalgia scale than in Jiufen area. For age generation variable, subjects over 32 years old had higher rating scores than subject who were under 32 year old.

D.16 完成檢誤日期:2011-01-14
D.17 預定釋出日期:2011-03-01
D.18 初次釋出日期:2011-03-09
D.19_1 最新版釋出日期:2011-03-09
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10.6141/TW-SRDA-E97048-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E97048
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