消費者人格特質與從眾行為對排隊意願之影響

本研究旨在探討不同背景變項消費者在人格特質、從眾行為與排隊意願之差異情形及各變項之關係。以正在排隊的消費者為研究對象，採立意抽樣，共計發放410份，扣除無效問卷20份，共計回收390份有效樣本，有效回收率達95.12%。資料分析方法包含描述性統計分析、獨立樣本t檢定、單因子變異數分析與迴歸分析。調查結果如下：（一）受訪者以台中市為主，其中女性多於男性，婚姻狀況以未婚為最多，年齡部分以30歲以下為主，教育程度以大學為大多數，職業以服務業為最主，月收入以20,001~50,000元為最多，願意排隊類型部分則以餐飲類為大多數，而居住地以中部地區為最多。（二）不同背景變項之消費者對人格特質、從眾行為及排隊意願有顯著差異。（三）消費者之人格特質對從眾行為有顯著影響及消費者之人格特質對排隊意願有顯著影響；且消費者之從眾行為對排隊意願有正向顯著影響。依據研究結果提出以下建議：1.針對男性消費者推出行銷方式，以提高排隊意願；2.在等待過程中提供額外服務，以減少消費者在等待中產生不耐煩與焦躁感；3.善用現今蓬勃發展的社群媒體，以廣告或廠商推廣文等方式，增加曝光率，進而提升消費者之排隊意願。

關鍵字

五大人格特質；從眾行為；排隊意願

並列摘要

The purpose of this study is to explore the relationship between personality traits, conformity behavior and queuing intention in different demographic items. Object of study is the customers who are queuing up. Sampling method is to use purposive sampling, a total of 410 questionnaires were distributed, excluding 20 copies of respondents fill in missing and too regularity invalid questionnaires, the effective rate of 95.12%. Statistical method includes descriptive statistics, independent sample t test, one-way ANOVA and regression analysis. The results and conclusions are as follows: 1. Respondents which women more than men, unmarried more than married, the age is under 30 years old, education in college is the largest, for the majority of occupation is service industry, monthly income $20,001 to $50,000 for the most, food and beverage is the most intention to queue type, and the residence in the central region is the most in Taichung. 2. Consumers with different demographic items have significant differences in personality traits, conformity behavior and queuing intention. 3. The personality traits of consumers has a significant effect on the conformity behavior. The personality traits of the consumers have a significant effect on the queuing intention. The conformity behavior of the consumers has a significant positive effect on the queuing intention. Based on the findings, the following suggestions are as follows: 1. Designed for male customer marketing strategy to improve queuing intention. 2. Providing additional services during the waiting to reduce the impatience and anxious of customers in the waiting in line. 3. Use social media to increase exposure and consumer’s queuing intention with advertising or vendor promotion.

並列關鍵字

Big five personality traits ； Conformity behavior ； Queuing intention

參考文獻

Ross, L., Bierbrauer, G., & Hoffman, S. (1976). The role of attribution processes in conformity and dissent: revisiting the asch situation. American Psychologist, 31(2), 148-157.

一、中文部份