()

() 499B0037 2013:

/: Jia-wen Hung Li-Ju Chen

1/3: ()

2/3:1.2.

: 381 (41038194%)

3/3:1. 2. 3. :

(1/2) (McCain & Ray, 2003; Willams, Patterson, Roggenbuck & Watson, A.E, 1992)2008

(2/2)

-McIntyrePigram(1992)LaurentKapferer(Attraction)(Self expression)(Centrality of lifestyle)

McIntyrePigramMcIntyrePigram(1992)

-Gross & Brown, 20082009MooreGraefe

-

20092008201220022005

(1/5):

H1H2H3H4

:(2/5):

:18

18

(3/5): SPSS19:(Likert seven-point Scale) /: 68

(4/5):

. . (:51)

(5/5):

2013660Cronbachs 0.9420.9590.957Cronbachs 0.814101647512013941038194%(1/7):(64%)(77%)18~29(41%)30~39(35%)(53%)(30%)(20%)(18%):

:3815514%8823%1252%73%

(2/7)Cronbachs 0.8

(3/7):1.Cronbachs 0.8962.Cronbachs 0.8823.Cronbachs 0.9194.Cronbachs 0.946

Cronbachs 0.8

(4/7)

19(5/7)T- H4LeveneF3.3050.0930.0700.7610.05tpP