以LISREL模式分析人格特質與創新接受度的關係

本研究目的主要探討不同消費者人格特質與創新接受度的關係。本文將利用NEO-FFI五因素人格特質問卷量表，利用迴歸分析檢定消費者的人格特質是否對創新接受度有顯著性的影響，並以五大人格特質與創新接受度建構出LISREL線性結構模式。本研究共發放253份問卷，有效問卷為250份。在研究結果方面，整體來看發現消費者的人格特質對創新接受度是有顯著性的影響，在LISREL的部分，模型的適合度指標GFI為0.813、AGFI為0.608、RMSEA為0.256。在理論上面可以補足以及實證對於人格五因素的部份。在管理的意涵上，企業可針對消費者不同的人格特質來發展行銷策略。對於後續研究者建議，人格特質問卷可採用NEO-PI-R五因素人格量表最新完整版。

關鍵字

人格特質；創新接受度

並列摘要

This study discussed the influence of consumers' personality traits on the innovativeness. This study used regression analysis to examine the NEO Five-Factor Inventory significantly affects the innovativeness. And then we also used Big-Five Personality traits and Innovativeness to establish a linear structure relation model (LISREL). In this model, the GFI=0.813, AGFI=0.608, RMSEA=0.256. The 253 questionnaires were received and 250 were effective questionnaires. The results of this study displayed consumer's personality traits significantly affect the acceptance of innovation product. The result of this study can fill the theoretical gap for influence of personality traits on acceptance of innovative product. The management implication of this study can be applied for formulating marketing strategies for company facing on different personality traits of consumers. This study suggested that future research could focus on the NEO-PI-R replaced the NEO Five-Factor Inventory.