中高齡女性消費者之人格特質對芳香療法購買決策過程關聯性之探討

本研究目的主要瞭解中高齡女性消費者之人格特質對於芳香療法購買決策過程之關聯性。研究對象為南部地區之中高齡女性消費者，以便利抽樣進行紙本問卷調查，問卷資料收集地區以嘉義地區、台南地區、高雄地區、屏東地區之中高齡女性消費者，共發放出400份問卷，有效問卷為379份。本研究資料分析之自變項為中高齡女性消費者人口統計及人格特質，依變項為芳香療法消費者購買決策過程。研究結果發現中高齡女性消費者之不同人口統計變項對於芳香療法購買決策過程有部分顯著差異。而且中高齡女性消費者之人格特質對於芳香療法購買決策過程則呈現有部分顯著相關結果。

關鍵字

芳香療法；人格特質；購買決策；中高齡

並列摘要

The main purpose of this study was to investigate the relationship between personality traits and the processes of purchasing decision of aromatherapy among senior female consumers. The participants in this study were the senior female consumers from the Southern cities in Taiwan. A convenience, nonprobability sampling and self-administered questionnaire was used in this study. Questionnaires were distributed to senior female consumers of Chia-Yi, Tainan, Kaohsiung and Ping-Tung District in Taiwan. A Total of 400 questionnaires were collected. There were 379 usable questionnaires. In the present study, independent variables were the demographic variables and the personality traits of senior female consumers. The processes of purchasing decisions of aromatherapy was dependent variable. The results showed that there were partial significant differences between the demographic variables and the processes of purchasing decision of aromatherapy among senior female consumers. Also, there were partial significant differences between the personality traits and the processes of purchasing decision of aromatherapy of senior female consumers.