流行焦慮與人格特質關係之探討

近年來流行資訊蓬勃發展，促使台灣市場瘋狂追逐不斷推陳出新的流行商品，進而在消費者心理上產生挫折、壓力與焦慮、害怕落伍的感受。有鑑於此，本研究是以大學生「流行焦慮」為主體，藉由流行商品所帶來的刺激訊息中，了解大學生對於流行焦慮與流行商品接受度之關係研究。利用問卷調查法，有效問卷共376份，透過統計分析檢視大學生不同流行焦慮程度、人格特質、流行商品接受程度、與不同人口統計變項的差異。結果發現，大學生流行焦慮程度與不同人格特質與上有顯著差異；大學生流行商品接受程度與不同人格特質有顯著差異；大學生之不同人口統計變項對不同人格特質、不同流行焦慮程度與不同流行商品接受程度均無顯著差異。

關鍵字

人格特質；流行焦慮；流行商品；大學生

並列摘要

With the recent emergence of information with reference to fashion, Marketers in Taiwan were compelled to pursue the ever changing fashion related products, which brings to consumers feelings of frustration, stress and anxiety, out of the fear of being left behind. Therefore, the theme of the present study is on ”fashion anxiety” of undergraduates. Through the stimulation of the information related to fashion products, the relationship between fashion anxiety and the acceptance of fashion products was investigated. Questionnaire was employed and the resulting data were collected for analysis in the present study. There were a total of 376 valid data units from the questionnaires. Different personality traits of undergraduates, levels of fashion anxiety, the acceptance of fashion products and the demographic variables were analyzed through statistic analysis. The results showed that there were significant differences between personality traits of undergraduates and fashion anxiety, and there were also significant differences between personality traits of undergraduates and the acceptance of fashion products, but no significance difference among undergraduates’ variables of population, personality traits, trend anxiety and the acceptance of trend products was found.