人格特質對染髮消費動機影響之研究—以台南市為例

Study on the Influence of Personality Traits to the Consumer Motivation of the Dyeing Consumption in Tainan City

洪惠娟(Hui-Chuan Hung) ； 邱灩雅(Yean-Yea Chiou)

《臺南應用科大學報》 31期 (2012/10) Pp. 1-21

https://doi.org/10.6969/JTUT.201210.0001

摘要

本研究旨在探討台南市人口統計變數與人格特質對染髮消費動機是否有影響，樣本抽取以分層隨機抽樣的方式，研究工具採自編問卷，共計發放600份問卷，回收有效問卷585份，有效回收率為97.5%。運用SPSS12.0版統計軟體做為分析工具進行統計分析，在樣本資料回收後，透過描述性統計、獨立樣本T檢定、因素分析、單因子變異數分析、信度分析、LSD多重分析、皮爾森積差相關分析、項目分析以獲取結論。本研究結論如下：一、不同人口統計變數的消費者在染髮消費動機上部分有顯著差異性。二、不同人格特質的消費者在染髮消費動機上部分有顯著相關性。

關鍵字

人口統計變數 ； 人格特質 ； 消費動機 ； 染髮

並列摘要

This study was to investigate and explore the influence of the demographic variables and the personality traits to consumer motivation of dyeing consumption. The samples were selected according to Stratified Random Sampling method. The research tool was adopted by a self-edited questionnaire. 585 valid copies, out of 600 copies of questionnaires disseminated, were returned. Alternatively, the returning rate was 97.5%. The statistics software SPSS 12.0 was adopted in this research as analytic tool to analyze the data, by ways of descriptive statistics, Independent Sample T-test, Factor analysis, One-way ANOVA, Reliability analysis, LSD difference test, Pearson product-moment correlation, and Item analysis. The conclusions of this study were as follows,I) The consumer motivation of dyeing consumption was significantly influenced by some demographic variables. II) The consumer motivation of dyeing consumption was significantly correlated with some personality traits.

並列關鍵字

demographic variables ； personality traits ； consumer motivation ； dyeing