臺灣博碩士論文加值系統

消費者從事購物的行為時，多少受到外在因素或其他消費者的影響（如進入商店的舉動、
拿取商品引人注目的行為等），會自然地去盲目跟著動作，當看見原本沒有任何顧客的商店時，
會因為在你前面的行人走進光顧，一方面而也借此壯膽的行為，認為有前人的動作作為參考的
依據，跟著做也比較不會冒過大的風險，也就是日常生活出現的從眾行為（如流行穿著、投資
的跟漲跟跌）。
在現今資訊流通的社會，講求效率的時代，科技產品就智慧型手機的市場為例，團體與朋
友間聯絡的智慧型手機，除了是種流行趨勢，在只有某些應用程式及軟體只有智慧型手機適用
時，當無法參與群體組織成員間的討論同時，可能會加速消費者去購買的意願。本研究想了解
在不同消費者人格特質下，從眾行為對3C流行的科技產品（擴展人際關係、拓展人脈的相關產
品，如智慧型手機）產生的實際影響，在研究方法上使用問卷調查法，問卷回收後應用相關的
統計分析軟體討論最後的結果。
研究目的在於 (1) 消費者的從眾行為是否會對3C科技性產品購買意願的影響。(2) 何種
人格特質較容易發生從眾行為。(3) 消費者人格特質對3C產品的購買意願影響。
研究結果發現，不同的人格特質的確導致了不同的購買意願，而從眾行為對3C產品的
影響，也因不同的人格特質而有不同的選擇，而並非適用於所有的消費者，消費者的人格特質
扮演了一個關鍵影響的角色。

Consumers in shopping behavior usually affected by external factors or other consumers (such as the move into the store, pick up the goods striking behavior, etc.), it is natural to blindly follow the action, when you notice that there is no one in the shop, once a person walked into, you may take the same previous action as a basis for reference, and get the less risk, because people often do not act as the first of any acts, that is, the conformity behavior in our life (such as popular dress, investment follow up with the fall).
The information trend in today's society, efficiency, technology products like the smart phone market, the contact between the groups with friends by smart phone, in addition to the popular trend, only smart phone in only certain applications & software phone applicable, unable to participate in the discussions between the group members at the same time, may accelerate the willingness of consumers to buy. This study wants to know in the different personality, how the conformity behavior affect the choice in 3C popular technology products. In research methods, using questionnaires, questionnaires were collected and the application of the statistical analysis software to discuss the final results.
The study aimed to (1) The conformity behavior of consumers is interested in the 3C technology products purchase intention. (2) What kind of personality traits are more to conformity behavior. (3) Consumer personality traits affect the purchase intention of 3C products.
The results showed that different personality does lead to a different buying intention. Because of different personality traits, conformity on 3C products have a different choice. But isn’t available for all consumers, consumers' personality play a key influencing role.

目　錄
謝詞 I
論文摘要 II
ABSTRACT III
目　錄 IV
圖　次 VI
表　次 VII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第二章　文獻探討 5
第一節　從眾行為 5
第二節　人格特質 8
第三節　流行性科技產品 11
第三章　研究設計 12
第一節　研究架構 12
第二節　研究產業選擇 16
第三節　研究變數之操作性定義與問卷設計 17
第四節　資料分析方法 22
第五節　問卷前測分析 24
第四章　實證資料分析 29
第一節 樣本結構分析 29
第二節　問卷量表信效度分析 31
第三節　研究假說檢定 41
第五章　結論與建議 43
第一節　研究結論 43
第二節　研究建議 47
參考文獻 49
附錄一　問卷 55
著作權聲明 61

一、中文參考文獻
陳鉦達、謝安田(2009)，消費者特質與從眾消費行為間關係之研究，稻江學報3(3)，204-222。
楊銀濤(2009)。智慧型手機發展的趨勢研究。台南市：國立成功大學企業管理研究所未出版碩士論文。
楊環華(2008)。以「從眾」理論來探討青少年的偏差行為。台灣教育，653，57-60。
嚴兆陽(2006)，台灣股票投資人的人格型態分類及處份效應之研究。新北市：國立台北大學國際財務金融所未出版碩士論文。
顏惠玲(2005)，國小教師人格特質、生活型態與旅遊風險知覺對旅遊保險消費之影響－以高雄縣市為例。高雄市：國立高雄第一科技大學風險管理與保險所未出版碩士論文。
二、英文參考文獻
Allen, V. L. (1965). Conformity and the role of deviant1. Journal of Personality, 33(4), 584-597.
Allport, G. W. (1961). Pattern and growth in personality. New York, NY: Holt, Rinehart, and Winston.
Armstrong, G., & Kotler, P. (2008). Marketing: An Introduction (9th ed.). New Jersey, NJ: Prentice Hall.
Asch, S. E. (1951). Groups, Leadership, and Men. England: Carnegie
Press.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Baker, M. J., & Churchill, G. A. Jr (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer research, 9(2), 183-194.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of consumer research, 15(4), 473-481.
Bearden, W. O., Rose, R. L., & Teel, J. E. (1994). Correlates of 62 Conformity in the Consumption of Illicit Drugs and Alcohol. Journal of Business Research, 30(1), 25-31.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of consumer research, 14(1), 83-95.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). New York, NY: Harcourt College Publishers.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior, (10th ed.). Boston, MA: South-Western.
Carman, J. M. (1978). Values and consumption patterns: A closed loop. Advances in consumer research, 5(2), 403-407.
Costa, P. T., & McCrae, R. R. (1992). Revised NEO personality inventory (NEO-PI-R) and NEO five-factor inventory (NEO-FFI). Florida, FL: Psychological Assessment Resources.
Costa, P. T., & McCrae, R. R. (1992). Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological assessment, 4(1), 5.
Crutchfield, R. S. (1955). Conformity and character. American Psychologist, 10(5), 191.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of abnormal and social psychology, 51(3), 629-636.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.
Durgee, J., Colarelli, G., & Veryzer, R. W. (1996). Observations: translating values into product wants. Journal of Advertising Research, 36(6), 90-99.
Durand, R. B., Newby, R., & Sanghani, J. (2008). An intimate portrait of the individual investor. The Journal of Behavioral Finance, 9(4), 193-208.
Engel, J. F., Roger, D. B, & Paul W. M. (1986). Consumer Behavior
(5th ed.). New York, NY: The Dryden Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 62(2), 46-59.
Goldstein, N. J., Martin, S. J., & Cialdini, R. B. (2007). Yes! 50 Secrets from the Science of Persuasion. London, UK: Profile Books.
Guilford, J. P. (1959). Three faces of intellect. American psychologist, 14(8), 469-479.
Hair, J. F., & Black, B. B. B., Anderson, R. & Tatham, R.(2006). Multivariate Data Analysis. New Jersey, NJ: Prentice Hall.
Hunter, K., & Kemp, S. (2004). The personality of e-commerce investors. Journal of economic psychology, 25(4), 529-537.
John, O. P. (1990). The "Big five" factor taxonomy: Dimensions of personality in the natural language and in questionnaires. New York, NY : Guilford.
Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: Review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Lord, K. R., Lee, M. S., & Choong, P. (2001). Differences in normative and informational social influence. Advances in Consumer Research, 28(1), 280-285.
Macinnis, H. (1997). Consumer behavior (pp.393-394). New York, NY: Houghton Mifflin Company, 393-394.
McCrae, R. R., & Costa, P. T. (1989). The structure of interpersonal traits: Wiggins's circumplex and the five-factor model. Journal of personality and social psychology, 56(4), 586.
Midgley, D. F., Dowling, G. R., & Morrison, P. D. (1989). Consumer types, social influence, information search and choice. Advances in Consumer Research (16th ed.), 137-143.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110.
Pervin, L. A., John, O. P., & Cervone, D. (2005). Personality: Theory and research. New York, NY: Wiley.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy. London, UK: McGraw-Hill.
Rosander, M., & Eriksson, O. (2012). Conformity on the Internet–The role of task difficulty and gender differences. Computers in human behavior, 28(5), 1587-1595.
Ross, L. (1976). The Role of Attribution Processes in Conformity and Dissent. American Psychologist, 31(2), 148-157.
Schaefer, P. S., Williams, C. C., Goodie, A. S., & Campbell, W. K. (2004). Overconfidence and the big five. Journal of Research in Personality, 38(5), 473-480.
Schiffman, L. G., & Kanuk, L. L. (2003). Consumer Behavior (7th ed.). New Jersey, NJ: Prentice-Hall.
Snyder, M., & Ickes, W. (1985). Personality and social behavior. Handbook of social psychology, 2(3), 883-947.
Stone, E. R., Dodrill, C. L., & Johnson, N. (2001). Depressive cognition: A test of depressive realism versus negativity using general knowledge questions. The Journal of psychology, 135(6), 583-602.
Wilkie, W. L. (1994). Consumer behavior (3rd ed.). New York, NY: John Wiley and Sons Inc.
Williams, D. G. (1992). Dispositional optimism, neuroticism, and extraversion. Personality and individual differences, 13(4), 475-477.
Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality: Scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1174.
三、網路參考資料
財團法人資訊工業策進會 http://www.iii.org.tw。
搜尋引擎https://www.google.com.tw/。
利漢民(2013)。Wi-Fi技術 無線網路主流。2013年4月24日。取自http://goo.gl/NSC9Y。
潘智義(2013)。大小相近 手機平板分不清。2013年4月24日。取自http://goo.gl/hJ5KC。
謝莉慧(2013)。Google Earth體感化 揮揮手即能操控電腦。2013年4月24 日。取自http://goo.gl/vBlQN。