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題名:人格特質階層理論於網路購物之實證研究
作者:陳才 引用關係
作者(外文):CHEN, Tsai
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:黃營杉
學位類別:博士
出版日期:2009
主題關鍵詞:網路購物意圖特質理論動機3M 模式五大人格Online Purchase intentionTrait TheoryMotivation3M ModelBig Five Personality
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近年來B2C電子商務蓬勃發展,成長速度遠高於傳統零售業。隨著愈來愈多的消費者轉向網路購物,前景依然可期。許多研究因此從不同角度針對網路購物進行探討,希望能對網路消費者的動機、態度以及實際購買行為有更深一層的瞭解。然而研究人格特質的學者們卻鮮少涉及這個熱門議題。
本研究旨在補這方面的不足,以階層性人格特質理論3M模式作為研究的理論基礎。3M模式將特質區分為四層—基本、組合、情境以及表面特質。本研究選擇「一般接受創新度」及「認知需求」做為組合特質層次的構念,「信任傾向」、「價值意識」以及「購買衝動」做為情境特質構念。研究假設這些特質不但可預測表面特質「網路購買意圖」,且與某些基本特質有關連。
資料蒐集從網路及紙本問卷同時進行;以結構方程模式做為統計分析工具。主要研究成果為:(一)所有五個中層特質皆與網路購買意圖相關,(二)「開放性」、「謹慎性」、「刺激需求」及「物質需求」等基本特質與某些中層特質有關,(三)在網路購物環境中,基本特質對表面特質無直接效果。本研究以實證支持了四階層的人格特質模式,並且確認人格特質也是影響動機與行為意圖的重要因素。
Over the past decade, B2C e-commerce has flourished and enjoyed a growth rate unrivaled by the traditional retail business. As more and more mainstream consumers migrate to the online world, the future of e-commerce seems very promising. Numerous studies have been conducted from a variety of different perspectives in order to gain a deeper understanding of online consumers’ motivations, attitudes and actual purchasing behaviors. However, trait theorists have been reluctant to jump on this bandwagon.
This study is meant to contribute to this underdeveloped area. Specifically, the hierarchical trait theory of the 3M Model is applied as the theoretical foundation of the research. Of the four level traits (i.e. Elemental, Compound, Situational, and Surface), Global Innovativeness and Need for Cognition are identified as Compound Traits, and Propensity to Trust, Value Consciousness, as well as Buying Impulsiveness are identified as Situational Traits. These traits are hypothesized to be predictive of Surface Trait Online Purchase Intention and related to some basic Elemental Traits.
Data was collected through both online and paper-based surveys. SEM was employed to analyze the relationships between research constructs. Major findings include: (1) all five middle level traits are related to Online Purchase Intention, (2) The Elemental Traits of Openness to Experience, Conscientiousness, Need for Arousal, and Need for Material are related to one or two middle level traits respectively, and (3) none of the basic traits have any direct effect on Intention in the online shopping context. Moreover, this study empirically validated the Four-level Traits Hierarchical Model and demonstrated that traits can be the driving force behind human motivation and intention.
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