消费者独特性需求量表的研究

本研究目的是修订消费者独特性需求量表（CNFU）的中文版。研究对两个样本共计918名被试进行了问卷测量。项目分析显示，31个题目均符合心理测量学要求。验证性因素分析表明，26个题目的中文版量表符合原量表的三因素（即标新立异、非大众化和避免雷同）模型。量表的重测信度、内部一致性和分半信度均在0．85以上。量表具有较好的汇聚和区分效度，非学生样本得分显著高于学生样本。本文对量表今后的研究和应用进行了探讨。

The Revision of the Consumers' Unique Need Scale

The purpose of the present study was to revise the Chinese version of the Consumers' Uniquene Needs Scale.A questionnaire was administered to two samples of 918 individuals.The item analysis showed that all of the 31 items met the psychometric criteria.The confirmatory factor analysis indicated that the 26-items Chinese version composed of three dimensions remained the same structure as the original version.These three dimensions were creative choice counter-conformity,unpopular choice counter-conformity,and avoidance of similarity.The test-retest reliability,internal consistency reliability and the split-half reliability were all above 0.85.The results indicated that the scale had acceptable discriminant validity and convergent validity.The non-student sample had significantly higher scores than the student sample.The implication for further research and application of the scale was also discussed.