人格特質對染髮消費動機影響之研究－以台南市為例

摘要本研究為探討台南市人口統計變數與人格特質對染髮消費動機是否有影響，樣本抽取以分層隨機抽樣的方式，研究工具採自編問卷，共計發放600份問卷，回收有效問卷585份，有效回收率為97.5%。運用SPSS12.0版統計軟體做為分析工具進行統計分析，在樣本資料回收後，透過描述性統計、獨立樣本T檢定、因素分析、單因子變異數分析、信度分析、LSD多重分析、皮爾森相關分析、項目分析以獲取結論。本研究結論如下：一、不同人口統計變數的消費者在染髮消費動機上有顯著差異性。 (一)不同性別的消費者在染髮消費動機之安全衛生需求構面有顯著差異性。 (二)不同職業的消費者在染髮消費動機之安全衛生需求構面與尊重認同需求構面有顯著差異性。 (三)不同年齡的消費者在染髮消費動機之安全衛生需求構面、尊重認同需求構面有顯著差異性。 (四)不同教育程度的消費者在染髮消費動機之安全衛生需求構面有顯著差異性。 (五)不同收入的消費者在染髮消費動機之安全衛生需求構面沒有顯著差異性。二、不同人格特質的消費者在染髮消費動機上有顯著相關性。 (一)人格特質中具有神經質取向的消費者在染髮消費動機之心理安全需求構面、尊重認同需求構面、生理感官需求構面、自我風格需求構面，有顯著相關性。 (二)人格特質中具有外向性取向的消費者在染髮消費動機之心理安全需求構面、自我風格需求構面，有顯著相關性。 (三)人格特質中具有開放性取向的消費者在染髮消費動機心理安全需求構面、安全衛生需求構面、自我風格需求構面，有顯著相關性。 (四)人格特質中具有友善性取向的消費者在染髮消費動機之安全衛生需求構面、生理感官需求構面、自我風格需求構面、心理安全需求構面，有顯著相關性。 (五)人格特質中具有嚴謹性取向的消費者在染髮消費動機之安全衛生需求構面、心理安全需求構面、自我風格需求構面，有顯著相關性。

關鍵字

關鍵字：人口統計變數、人格特質、消費動機、染髮

並列摘要

Abstract This study is to investigate and explore the influence of the demographic variables and the personality traits to consumer motivation of dyeing consumption. The samples are selected according to Stratified Random Sampling method. The research tool is adopted by a self-edited questionnaire. 588 effective copies, out of 600 copies of questionnaires disseminated, are returned. Alternatively, the returning rate is 97.5%. The statistics software SPSS 12.0 was adopted in this work as analytic tool to analyze the data, by ways of descriptive statistics, Independent Sample T-test, Factor analysis, One-way ANOVA, Reliability analysis, LSD difference test, Analysis of Correlation, and Project analysis. And the conclusions of this study are as follows, I) The consumer motivation of dyeing consumption is significantly influenced by demographic variables. a) The need of safe sanitation is significantly influenced by consumers’ genders. b) The need of safe sanitation and respect identification are significantly affected by consumers’ occupations. c) The need of safe sanitation and respect identification are significantly impacted by consumers’ ages d) The need of safe sanitation is significantly influenced by consumers’ education levels. e) There is no significant influence on the need of safe sanitation and respect identification by consumers’ income level. II) The consumer motivation of dyeing consumption is significantly correlated with personality traits. a) The need of mental security, respect identification, physical sensation as well as self-style are highly correlated with consumers’ emotional stability. b) The need of mental security and self-style are significantly correlated with consumers’ outgoingness. c) The need of mental security, safe sanitation, and self-style are significantly correlated with consumers’ open-mindedness. d) The need of safe sanitation, physical sensation, self-style, and mental security are highly correlated with consumers’ friendliness. e) The need of safe sanitation, mental security and self-style are significantly correlated with consumers’ self-assertiveness.