消費者在Facebook按「讚」的動機對消費行為影響之研究─以五大人格特質為中介變數

A Study of the Influence from Motivation for Consumers’ Pressing “like” in Facebook on Consuming Behaviors: Big Five Traits as Mediating Variables

林純瑜(Chun-Yu Lin)

指導教授 ： 李元墩

長榮大學/管理學院/經營管理研究所/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00241

摘要

網際網路的發達、社群網站的興起，有越來越多人因為網路的方便性與即時性而上網消費購買所需物品，也因為社群網站的興起，拉近人與人之間的距離。而在Facebook上購物前，想要購買到符合自己需求的產品，就得事先收集資訊，然後深入比較，進而挑選出符合自己需求的產品。本研究主要目的在於探討在台灣消費者會在Facebook按「讚」的動機對其消費行為的影響。
　　本研究使用立意抽樣之研究方法。以發放網路問卷方式了解其設計之問卷調查表對於消費者會在Facebook粉絲專頁按讚的動機對其消費行為的影響，並以台灣地區曾在Facebook粉絲專頁按讚之人員進行調查，共發出600份問卷，回收有效問卷396份，有效問卷回收率為66%，其中96份為曾在Facebook粉絲專頁上購買過，另外300份為有在Facebook粉絲專頁之商品上按讚，但無購買過。以此樣本進行分析。本研究結論歸納如下：
1.產品涉入程度對五大人格特質有正向顯著影響。
2.五大人格特質對消費行為有正向顯著影響。
3.涉入程度對消費行為有正向顯著影響。
4.消費者產品涉入程度會透過五大人格特質的中介效果對消費行為有正向顯著影響。
　　最後再以本研究的結論與管理意涵做深入探討，並呈現具體的研究貢獻與建議以供參酌。

關鍵字

臉書 ； 產品涉入程度 ； 五大人格特質 ； 消費行為

並列摘要

Due to the development of Internet and the rise of social networking sites, more and more people purchase necessary via Internet because of the convenience and the immediacy of the Internet. Besides, the construction of social networking sites, the distance peoplehas been shortening. Before shopping on Facebook, those who want to buy products meeting their needs have to gather related information in advance by in-depth comparison, and then to pick out the products that meet their needs. The main purpose of this study was to investigate the influence from motivation for Taiwan consumers’ pressing “like” in Facebook on consuming behaviors.
　　This study is result of purposive sampling. With issuing a network questionnaire method to understand the questionnaire of its design for that the influence about consumers will at Facebook special page according to great motive to his consumption behavior ,and once pressed the great stamp to carry on a survey in the Facebook special page except for Taiwan, totally pass by 600 questionnaires, and take back efficacious of 396 questionnaires. Efficaciously recovery rate was about 66%, among them 96 of questionnaires have bought from Facebook special page. Another of 300 questionnaires have been pressed the great stamp but never buy it.
Carry on analysis by this sample. This research conclusion is induced as follows:
1.The degree of product involvement has a significant positive influence on Big-five personality traits.
2.Big-five personality traits has significant and positive influence on consumer behavior.
3.Involvement degree has a significant influence on consumer behavior.
4.Big-five personality traits has a mediating effect between consumer product involvement and consumer behavior.
End of this study, doing by conclusion and management meaning that the origin studies thorough study, and present concrete research contribution and suggestion to consult and deliberate by providing.

並列關鍵字

Facebook ； Product Involvement ； The Five Personality Traits ； Consumer Behavior

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