- 學位論文
以五大人格及暗黑人格特質觀點探討先享後付採用意圖
Exploring the factors of adopting buy now pay later loans from the perspectives of the Big Five and Dark Personality traits
摘要
自2019年新冠肺炎(COVID-19)疫情延燒全球，消費者購買行為改變，導致影響網路電商平台創造「先享後付(Buy Now ,Pay Later)」新型態支付模式應用工具。特別對於Z世代數位原生族群中，此種消費模式似乎具有潛在影響，且至今使用先享後付服務時的心理機制和相關影響因素尚未被充分探討。學者從消費者行為之相關研究得知，個人特質對創新技術運用是重要解釋因素之一(Yang et al., 2012)。 故本研究以創新擴散理論為理論基礎，聚焦於先享後付平台的知覺易用性、相對優勢、相容性、恐慌性購買及錯失恐懼症，加入正向人格特質(如：外向性、經驗開放性，組成之五大人格)及負向人格特質(如：馬基維利主義、自戀、精神病態，組成之暗黑人格)變數來探討，據此，本研究是以新型態消費模式「先享後付」之平台使用方式，探討不同人格特質的消費者對此平台之使用其間消費意圖有何差異，再進而了解具暗黑人格特質之消費者在進行先享後付服務的行為模式影響為何。 本研究共收集495份有效問卷進行分析，受測對象以Z世代為目標，且不限定是否有使用先享後付之經驗。研究主要發現：馬基維利主義與錯失恐懼症對於先享後付採用意圖有正向顯著影響；精神病態與錯失恐懼症對於先享後付採用意圖有正向顯著影響；經驗開放性與知覺易用性對於先享後付採用意圖有正向顯著影響；經驗開放性與相對優勢對於先享後付採用意圖有正向顯著影響；經驗開放性與相容性對於先享後付採用意圖有正向顯著影響。本研究藉由實證分析結果，期望對學術與實務上有所助益，進而提供協助先享後付平台業者進行行銷策略及擴增使用普及率之參考。
並列摘要
Since 2019, the global spread of COVID-19 has led to changes in consumer purchasing behavior, resulting in the emergence of a new payment method called "Buy Now, Pay Later" (BNPL) on online e-commerce platforms. Particularly among the digital native generation Z (the Z Generation), this type of consumption model seems to have potential implications. The psychological mechanisms and relevant influencing factors when using BNPL services have not been thoroughly examined. Drawing on existing research in consumer behavior, scholars have recognized that individual characteristics are important explanatory factors in the adoption of innovative technologies(Yang et al., 2012). Therefore, this study is based on the Diffusion of Innovation Theory and focuses on exploring the differences in consumer intentions towards the BNPL platform based on different personality traits. It also includes positive personality traits (such as extraversion and openness to experience, which form the Big-Five Model) and negative personality traits (such as Machiavellianism, narcissism, and psychopathy, which form the Dark Triad Personality) as variables for analysis. Using this framework, the study aims to explore how consumers with different personality traits perceive and use the BNPL platform and how the behavior of consumers with dark triad personalities is influenced when using BNPL services. A total of 495 valid questionnaires was collected for analysis, targeting individuals from Generation Z, regardless of whether they had prior experience using BNPL services. The main findings of the study are as follows： 1. Machiavellianism and fear of missing out have a positive and significant impact on the adoption intention of BNPL. 2. Psychopathy and fear of missing out have a positive and significant impact on the adoption intention of BNPL. 3. Openness to experience and perceived ease of use have a positive and significant impact on the adoption intention of BNPL. 4. Openness to experience and relative advantage have a positive and significant impact on the adoption intention of BNPL. 5. Openness to experience and compatibility have a positive and significant impact on the adoption intention of BNPL. By analyzing the empirical results, this study aims to contribute to both academic and practical knowledge and provide insights for BNPL platform operators to devise marketing strategies and increase the adoption rate. Keywords: Buy Now Pay Later(BNPL), Generation Z, Diffusion Of Innovations, Dark Personality Traits, Big Five Personality Traits