Establishment Of The Questionnaire Of College Students’ Consumer Goods-self Connection And Its Trial

Life will encounter such people, they only drink one brand of beverage, one brand of toothpaste for a long time, their bag are always filled with one brand of gum, as if these products have become an integral part of their life and over time, they will regard the product almost as themselves as a whole. In fact, this kind of goods have already been us as an extension of our personality. In such a day of developed commodity economy, the "understanding a person’s consumption can know him" is not hyperbole. Understanding of the relationships between goods and self, can not only enrich and develop the self theory, to the enterprise brand positioning and image communication also has important economic value.Specific self lead to a particular possession and interpretation of the meaning of consumer goods: Elliott and Kritsadarat believes that consumers through consumer meaning can build social recognition, reflect and social relationship, and internal construction of self-knowledge, reflect the individual features of self; Cooper, McLoughlin and Keating thinks, consumer goods can be on the consumer individual and social aspects construct psychological meaning; Helen and Susan USES the existential phenomenology interviews found that consumers in the process of consumption around "I can control", "I am what I am", "I share,I like" and "I belong to the" four aspects to build different levels themselves; Aguirre-Rodriguez, Bosnjakb and Sirgy think, consumer is related to the brand image and brand connection real self, ideal self, social self, and matching of relations between social ideal self. All in all, consumers use consumer products to build, to express oneself latitude can be classified into two categories:(1) in terms of individual characteristics of the self, consumer goods to its owner’s individual age, sex, needs, lifestyle, values, personality, ability, etc.; (2) in the social characteristics of itself, the consumer can reflect consumer identity, role, and belong to groups, etc.Consumer goods-self coupling existing scale is one dimensional whole scale, and there is no strict scaling and validation process. Such as Self extension tendency scale (Self- the extension tendency scale) and property-Self coupling scale (Possession- the Self link scale). Domestic researchers also compiled the related inventory, PeiShuYuan compiled on the basis of empirical analysis in the cosmetics consumers consumer self-concept scale. The scale includes six dimensions, namely, physical self, personality self, social self, self, family self and spiritual self. The study only based on cosmetics, so there are some limitations.Therefore, this study intends to explore college students consumer goods- the dimension of the self coupling structure and develop college students’ consumer goods-self coupling scale, and analyzes its characteristics. This study through the analysis of 50 copies of open questionnaire results and reference of foreign literatures and related scale, draw up a preliminary survey questionnaire of 29 items. Carries on the preliminary survey in Chongqing region, effective recovery of 512 preliminary survey questionnaire, reference item analysis and exploratory factor analysis results for the entry of cuts and modification, the formation of 26 items and test questionnaire, measured again in each region, effective recovery of 546 questionnaires, through the project analysis and factor analysis finally formed by 25 item consisting of five dimensions of college students’ consumer goods-self scale. In the reliability test, including the internal consistency and reliability of the early testing inspection; And validity test, contains the content validity, structure validity and school bid validity test. Participants in the formal investigation data of 621 people, and has carried on the descriptive analysis to data; Gender difference test, including transgender measurement equivalence; Month consumption level difference test; Grade difference of inspection, including grade trend analysis. This research mainly adopts SPSS19.0, AMOS19.0 and MPLUS7.0 project was carried out on the data analysis, exploratory factor analysis, parallel analysis, confirmatory factor analysis, measurement equivalence test, correlation analysis, independent sample T test, variance analysis, trend analysis, etc.The results show that:(1) the college students’ consumer goods-self coupling is a multidimensional psychological structure of consumption.Its operational definition as:consumers use symbol, expression of consumer goods and strengthening the degree of self.Coupling, interpersonal relationship, identity connection coupling including appearance, character coupling and coupling of five dimensions.Appearance coupling performance for consumers attach importance to their appearance, and through the consumer products enhance their appearance;Identity connecting performance for consumers to pay attention to whether or not accepted by the social group, is decent, respect, etc.;Relationships:consumers through consumer goods keep relationships with family, friends and others;Personality coupling refers to the embodiment of the consumer is very particular about their uniqueness, don’t like to go with the flow, hope oneself can be different, would like to show by consumer goods and strengthen their own unique personality;Achievement coupling refers to the consumer pays attention to the accumulation of material wealth, improve their sense of achievement through with material wealth.(2) of this study is to develop college students’ consumer goods-self coupling scale has good reliability and validity, can be used in the study of relationship between college students consumer goods and self.(3) college students’ consumer goods-self coupling level is higher;Girls appearance coupling is higher than boys, boys achievement coupling level higher than girls;, significant grade differences on identity connection of college students, and with the increase of grade coupling level gradually rising trend;On the growing environment, college students in identity coupling, coupling, uniqueness coupling and consumer goods-significant difference on total score, self connection with growing environment from large cities to rural link level gradually decreases;On economic conditions, the college students’ uniqueness in identity coupling, coupling, coupling, interpersonal connection and consumer goods-significant difference on total score, self connection with economic conditions from worse to better link level rising.