The Study of Construction and Application of Nostalgia Scale

Totally, there were 50 respondents in this study. For traditional generation, aged objects and settings stimulated these subjects to remember simple and tranquil in the past compared to speedy and unstable at present. Post-war baby boomer generation expressed that history was tremendous and treasured, and criticized current real world.

For Y generation, these amusing objects and settings were attractive and fashioned. By way of consuming reproductions of these objects, they wish they could have strong connection to the past. At the second stage, this research generated nostalgia scale based on qualitative data from first step.

There 739 subjects collected at two different types of site: Taiwan Storyland and Jiufen area. By way of exploratory factor analysis (EFA), 52 items and nine factors were extracted to construct multi-dimensions of nostalgia. These nine factors were: cognition oriented, connect to the ancient, positive oriented, value oriented, negative oriented, arousal oriented, novelty oriented, sense of looseness, and affective oriented.

Site differential analysis results showed that subjects in the Taiwan Storyland had higher score of nostalgia scale than in Jiufen area. For age generation variable, subjects over 32 years old had higher rating scores than subject who were under 32 year old.