本研究主旨在於探討人格特質對產品多元專業屬性及廣告溝通效果之影響。藉由科技類產品作爲研究樣本,並且期望本研究能對企業界於行銷策略上有所助益。本研究以問卷的形式,收集相關的資料數據,問卷調查採用便利性取樣,並以學生族群爲主要受測對象,採用LISREL線性結構關係模式 用以檢定各項假說是否成立,結果顯示,不同的人格特質對產品多元專業屬性(有無附註說明該產品屬性)之科技性、主題性、相容性、產品功能相關性等四項構面,會因爲消費者所注意的構面不同而產生不同偏好之影響,其中(1)外向性對產品多元專業屬性(有無附註說明該產品屬性)之科技性、主題性、相 容性、產品功能相關性等四項構面假設成立;(2)開放性對產品多元專業屬性 (有無附註說明該產品屬性)之科技性、主題性、產品功能相關性等三項構面假設成立;(3)神經質對產品多元專業屬性(有無附註說明該產品屬性)之相容性構面假設成立;(4)友善性對產品多元專業屬性(有無附註說明該產品屬性)之主題性、產品功能相關性等二項構面假設成立;(5)產品多元專業屬性(有無附註說明該產品屬性)對廣告態度、產品態度皆會產生顯著的影響;(6)廣告態度 對產品態度呈現正向影響,進而對購買意願亦有正向影響。因此,當消費者 對其廣告中之產品產生良好的印象,並會提高對其產品的購買意願,故本研究驗證之假說大致上皆成立。
The main purpose of this study was to discuss the influence of personality traits on multidimensional product attributes and the effect of advertising communication. By using high technology product as our research sample, this research applied a questionnaire to survey students and utilized LISREL as an analytical tool to verify five hypotheses. The study found that (1) different traits of consumers will pay attention to different multidimensional product attributes; (2) the advertising with more explanation of multidimensional product attributes will positively affect consumers' attitudes of product and of advertising; (3) multidimensional product attributes has positive effects on attitude of advertising and attitude of product, respectively; (4) attitude of advertising has a positive effect on attitude of product, and attitude of product influences further consumers' purchase intention.