不同人格特質下從眾行為對3C產品購買意願之影響

Impact of Conformity on 3C Product Purchasing Intention From Personality Traits Of Consumer

王敦儀(Duen-Yi Wang)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

消費者從事購物的行為時，多少受到外在因素或其他消費者的影響（如進入商店的舉動、拿取商品引人注目的行為等），會自然地去盲目跟著動作，當看見原本沒有任何顧客的商店時，會因為在你前面的行人走進光顧，一方面而也借此壯膽的行為，認為有前人的動作作為參考的依據，跟著做也比較不會冒過大的風險，也就是日常生活出現的從眾行為（如流行穿著、投資的跟漲跟跌）。
在現今資訊流通的社會，講求效率的時代，科技產品就智慧型手機的市場為例，團體與朋友間聯絡的智慧型手機，除了是種流行趨勢，在只有某些應用程式及軟體只有智慧型手機適用時，當無法參與群體組織成員間的討論同時，可能會加速消費者去購買的意願。本研究想了解在不同消費者人格特質下，從眾行為對3C流行的科技產品（擴展人際關係、拓展人脈的相關產品，如智慧型手機）產生的實際影響，在研究方法上使用問卷調查法，問卷回收後應用相關的統計分析軟體討論最後的結果。
研究目的在於 (1) 消費者的從眾行為是否會對3C科技性產品購買意願的影響。(2) 何種人格特質較容易發生從眾行為。(3) 消費者人格特質對3C產品的購買意願影響。
研究結果發現，不同的人格特質的確導致了不同的購買意願，而從眾行為對3C產品的影響，也因不同的人格特質而有不同的選擇，而並非適用於所有的消費者，消費者的人格特質扮演了一個關鍵影響的角色。

關鍵字

消費者行為 ； 人格特質 ； 從眾行為 ； 購買意願

並列摘要

Consumers in shopping behavior usually affected by external factors or other consumers (such as the move into the store, pick up the goods striking behavior, etc.), it is natural to blindly follow the action, when you notice that there is no one in the shop, once a person walked into, you may take the same previous action as a basis for reference, and get the less risk, because people often do not act as the first of any acts, that is, the conformity behavior in our life (such as popular dress, investment follow up with the fall).
The information trend in today's society, efficiency, technology products like the smart phone market, the contact between the groups with friends by smart phone, in addition to the popular trend, only smart phone in only certain applications & software phone applicable, unable to participate in the discussions between the group members at the same time, may accelerate the willingness of consumers to buy. This study wants to know in the different personality, how the conformity behavior affect the choice in 3C popular technology products. In research methods, using questionnaires, questionnaires were collected and the application of the statistical analysis software to discuss the final results.
The study aimed to (1) The conformity behavior of consumers is interested in the 3C technology products purchase intention. (2) What kind of personality traits are more to conformity behavior. (3) Consumer personality traits affect the purchase intention of 3C products.
The results showed that different personality does lead to a different buying intention. Because of different personality traits, conformity on 3C products have a different choice. But isn’t available for all consumers, consumers' personality play a key influencing role.

並列關鍵字

customer behavior ； personality ； conformity ； buying intention

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