A、B型人格特質與網路口碑之影響

現今科技進步和資訊發達讓生活水平及方便性提升，我們面臨許多負面影響，像是資訊超載、訊息衝突與資訊管理困難等，如何影響網路電子口碑是現代企業的重要課題之一。本研究以A、B型人格特質為主軸針對意見領袖、顧客信任程度及品牌形象對網路正面口碑之影響性探討。目的在探討A、B型人格特質是否能影響顧客的正面口碑傳播。本研究以餐廳服務業之顧客為研究對象，以Google問卷蒐集資料，共發出304份問卷，291份有效，回收率95%。研究結果顯示，A型人格特質與口碑傳播呈顯著正相關，支持本研究之假說。

關鍵字

A、B型人格特質；口碑傳播

並列摘要

Today's technological advancement and advanced information technology have improved the standard of living and convenience. We are facing many negative effects, such as information overload, information conflict, and information management difficulties. How E-WOM effect companies are now one of the most urgent and important issues. This research focuses on the influence of opinion leaders, consumer trust and brand image on positive E-WOM with A and B personality traits as the main axis. The purpose is to explore whether the A and B personality traits can affect consumers' positive word-of-mouth. This research takes consumers in the restaurant service industry as the research object and collects information using Google questionnaires. 304 questionnaires were sent out, of which 291 were valid, and the recovery rate was 95%. The results of the study shows that type A personality traits are significantly positively correlated with word-of-mouth, which supports the hypothesis of this study.