五大人格特質與創新接受度關係之研究

A Study on the Relationship Between Big-Five Personality Traits and Innovativeness

丁偉庭(Wei-Ting Ting)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2009年)

摘要

本研究目的主要探討不同消費者人格特質與其創新接受度關係。本文將利用NEO-FFI五因素人格特質問卷量表，首先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，再以主軸法因素分析抽取四個共同因素，分別命名為解決問題的創新能力、人際影響的敏感度、高風險的購買行為以及成就的意志。除此之外，本研究也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，發現消費者的人格特質對創新接受度是有顯著性的影響，而消費者人格特質對解決問題的創新能力、人際影響的敏感度、高風險的購買行為以及成就的意志這四個因素皆有顯著性的差異。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 ； NEO-FFI

並列摘要

This study discussed the influence of consumers’ personality traits on the acceptance of innovative product. This study examined the NEO Five-Factor Inventory significantly affects the acceptance of innovative product. And then we utilized principal Axe Factor Analysis to retrench four factors. The factor names are “the capability of resolving problems”, “susceptibility to interpersonal influence”, “purchasing behavior with high risk”, “will to achieve”. Further, 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）. 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. This study also concluded these four factors (the capability of resolving problems, susceptibility to interpersonal influence, purchasing behavior with high risk, will to achieve ) were all significantly different in the acceptance of innovated product for consumer’s personality traits. In LISREL model, the GFI=0.813, AGFI=0.608, RMSEA=0.256. 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.

並列關鍵字

Personality Traits ； Innovativeness ； NEO-FFI

參考文獻

Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovation: A Cross Cultural Approach (2nd ed.). New York: The Free Press.

一、中文部份

白純菁(2008)。「人格特質對產品多元專業屬性之偏好與廣告溝通效果之研究」。顧客滿意學刊 4(1)，頁1-34。

沈聰益(2003)。「人格五因素模式預測保險業務員銷售績效的效度-NEO-PI-R量表之跨文化檢驗與人際特質架構之實證探討」。交通大學經營管理研究所博士論文。

徐世同譯(2008)。Kevin Lane Keller 著。「策略品牌管理，第三版」。台北：華泰文化。