血型影響消費者認知導向與感知風險之研究

1927年，日本心理學研究會上，日本著名心理學家古川竹二提出的古川學說引起了一場大沖動。他認為：人因血型不同，而具有各自不同的人格特質；同一血型，具有共同的人格特質。人格特質指的是人在各種不同場合，表現出相當一致性的行為特質。人有自己獨特的性格特質，不同的人即使在相同情境下的行為表現，也會有差異所以人格特質將會影響人的行為。現代心理學家一般認為行為是身體的外顯活動，購買尌是一種行為。行為也尌是人對刺激所做的一切反應。根據行銷大師Phillip Kotler‚刺激將經過人的‚黑箱‛變成行為‚。若針對購買行為來說，這些刺激可能是購買的風。有人會接受風險，有人不會。會接受風險叫做冒險。‚黑箱‛包含消費決策過程其說明消費者是理性還是感性。對企業來說，消費者的這些特徵都很重要，讓企業以最適合，最有效果的方式接近市場。本研究探討210位受訪者的血型，人格特質，認知導向以及感知風險，發現：的確不同血型的人有不同的人格特質，也會有不同的認知導向，不同的感知風險。不同的人格特質也會有不同的認知導向以及感知風險。尌感性程度來看，A型與O型屬於感性購買，AB型稍微偏向理性雖然程度不高而B型是最理性購買者。不同血型的人在感知風險表現有所差異。AB型比較會接受風險而A型剛好相反不太接受風險。B與O型的人為中間但稍微偏向會接受風險的人。

關鍵字

血型；人格特質；認知導向；感知風險

並列摘要

In 1927, at the Japan conference on psychology, a doctrine by a famous psychologist caused a heated debate among contemporary psychologists. The doctrine was that “Due to different blood types, humans have different personalities. Those who belong to the same blood type have similar personality”. The personality of a certain person dictates that in different situations or circumstances, that person will conduct consistent and repetitive behaviors, manifestations. Each person has his own personality; hence, different people facing the similar situation still have different behaviors and manifestations. Therefore, the personality of a person will affect his behavior. According to modern psychology, behaviors are the actions which are manifested of a person, thus shopping is a manifestation of behavior. Besides, behaviors are also the responses of a person to the external stimuli. Philip Kotler, the father of modern marketing, affirms that “stimulation, through the “black box” of human, is turned into behavior”. In terms of purchasing behavior, this stimulus could be a risk in purchasing decision. The person who accepts the high risk is adventurous. Besides, the purchasing decision of each person shows that whether he is dictated by rationality or emotions. It is very important for an enterprise to understand these characteristics of consumers; it influences the market approaching methods of an enterprise in introducing the most suitable and effective stimuli. This research has surveyed 210 voluntary participants in terms of blood types, personalities, the rational and emotional levels in purchasing process and their acceptable degree of adventure. The research has found that a person’s blood type does influence his or her personality, rational and emotional level, and the acceptable degree of adventure. People with different personalities have different levels of rationality, emotion, and adventure. This research pointed out those having A and O blood types belong to the group of people who have emotional purchasing behavior; the AB blood type group are more inclined to rationality though the degree is not high. Those in B blood type show the highest degree of rationality in purchasing. Different blood types also lead to differences in taking risks. The AB blood type people are very willing to take risks, while the people in A blood type are not. The people of B and O blood types are at the medium level, although they are more likely to take risks.

並列關鍵字

Blood types ； personality ； cognitive oriented ； risk.

參考文獻

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血型影響消費者認知導向與感知風險之研究

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