Qualia: Touching the Inner Needs of Consumers' Hearts

doi:10.1016/j.ausmj.2018.11.003

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/118385

Title:	Qualia: Touching the Inner Needs of Consumers' Hearts
Authors:	Niu, Han-Jen
Keywords:	Consumer qualia scale;Integration;Value innovation;Quality perceived;Brand/value awareness;Savoring
Date:	2019-02
Issue Date:	2020-03-24 12:10:13 (UTC+8)
Abstract:	The agricultural, industrial, and post-industrial service economy consumption patterns of the late 19th and 20th centuries have given way to the experience economy. Qualia addresses the inner needs of consumers’ hearts by providing them with the value of happiness and being gratified, e.g. the frenzy for Apple products. To achieve this, a relevant Consumer Qualia Scale (CQS) scale will be developed in three steps. Firstly, the literature review and five in-depth interviews of experts and content analysis were employed to generate the initial items. Secondly, three factors and eight sub-factors were extracted from the exploratory factor analysis based on 817 samples. Thirdly, a confirmatory factor analysis was performed to identify the validity of the qualia scale. The results showed that the 3-factor and the 52-item qualia scale were reliable and valid. This study expands the current knowledge of brand marketing and addresses the scarcity of the qualia literature, and therefore provides new perspectives to a variety of applications made feasible by CQS, which serves as a framework for further empirical research in this field.
Relation:	Australasian Marketing Journal 27(1), p.41-51
DOI:	10.1016/j.ausmj.2018.11.003
Appears in Collections:	[Department of Management Sciences] Journal Article

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