Finally, the scientific value and practical utility of the scale are discussed. 50), and so it is a valuable tool for assessing orientations to happiness in the Spanish context. Results of EFA showed a two-factor solution, and CFA partially supported this structure, χ 2 (8, N = 793) = 36.61, p. Evidence for convergent validity was assessed by correlating the scale with two measures of hedonic and eudaimonic well-being, and discriminant validity was assessed with the average variance extracted (AVE). Scale structure was subjected to exploratory (EFA) and confirmatory (CFA) factor analysis to obtain evidence of factorial validity. Moreover, femaleoriented consumers are willing to pay 32 per cent more for the same product when this product is offered in a hedonic store atmosphere. This brief scale, which measures hedonic and eudemonic orientations, was administered to 1,647 Spanish workers. Findings The results show that hedonic atmospheres lead to higher quality perception, higher price perception and higher purchase intention among femaleoriented consumers. The present research aims to adapt and validate the Spanish Orientations to Happiness Scale (SOTH), a 6-item scale based on the Orientations to Happiness Questionnaire. Happiness orientations have been identified as important pathways toward different types of well-being, and so the development and validation of scales for their measurement is an important step in their study. Consumers seeking self-directed pleasure are also referred to as hedonic since their seeking luxury is not necessarily seeking superior product quality or conspicuous consumption but includes personal emotional benefits which are intrinsic in nature (Tsai, 2005 Vigneron & Johnson, 2004). Understanding happiness and well-being has been one of the central issues for psychologists in recent decades.
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