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研究生:許巧瑩
研究生(外文):Hsu, Chiao-Ying
論文名稱:結合人格特質與多元智慧理論分析消費者行為─以書籍推薦為例
論文名稱(外文):Applying Holland’s theory and Multiple Intelligences for analyzing online consumer behavior: Book recommendation
指導教授:曾俊元
指導教授(外文):Tseng, Chin-Yang
口試委員:汪志堅賴錦慧曾俊元
口試委員(外文):Wang, Chih-ChienLai, Chin-HuiTseng, Chin-Yang
口試日期:2012-06-15
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:67
中文關鍵詞:人格特質多元智慧消費者行為產品推薦滿意度
外文關鍵詞:Holland’s theorymultiple intelligencesconsumer behaviorproduct recommendationsatisfaction
相關次數:
  • 被引用被引用:1
  • 點閱點閱:359
  • 評分評分:
  • 下載下載:59
  • 收藏至我的研究室書目清單書目收藏:3
本研究結合心理學理論:人格特質與多元智能,從消費者自身的角度出發來分析其消費行為,探討當利用不同方式給予受訪者產品推薦時,對專業性認知、愉悅感受、以及購買傾向等三個構面所組成的滿意度所帶來的影響。本研究以書籍推薦作為研究的推薦產品,由天下雜誌群提供與職業領域相關的書籍類別及所屬清單;以大學生為主要受訪對象,並設計與Facebook結合的線上問卷平台,分兩階段來執行:第一為探討透過心理測驗來得到推薦的行為是否會和滿意度相關;第二為實際提出與人格智慧特質對應的推薦清單探討是否有較佳的滿意度。研究結果發現,受訪者認為當能針對他們自身的心理人格特質給予客製推薦時,這樣的行為有助於提升他們對於推薦資訊的專業認知、愉悅感受、及購買傾向;另外以獨立樣本T檢定分析本研究設計的人格推薦組別、及對照的一般暢銷推薦組別,發現在滿意度構面有顯著差異-人格推薦所得到的滿意度會較一般的暢銷推薦高。而除了研究假設的驗證外,本研究也提出利用交叉分析及百分比同質性檢定來檢驗人格特質、多元智慧、書籍清單之間的關係,發展出一個心理特質、行為、推薦產品彼此關連的組合,並將此組合應用在推薦清單的問卷研究中且得到良好的反應結果,是另一關係研究發現。最後,本研究再依據實證分析結果來提出相關結論、建議。
Both Questionnaires and Marketing are closely related to the role - People. However, most current market surveys focus on Product instead of People. To design surveys to investigate the root cause which influences consumers’ preferences, we combine multiple intelligences with Holland's theory consisting of six personalities. Through analyzing the reciprocal effects of consumer personalities and intelligences, this people-oriented questionnaire can assist companies in understanding their consumers comprehensively and in discovering new market strategies and segments. To conduct our research, we develop an online questionnaire tool through which an entertaining and interactive survey can be generated and be propagated to social networks automatically. With our psychology-like survey, consumers are also motivated to fill out the web surveys to get personality analysis and product recommendation feedbacks. Their behaviors can also be effectively categorized by cross-tabulation, and hence, companies can understand the interactions between consumers’ preferred products and consumers’ personalities. Independent T-test analysis and Pearson correlation are used to test hypotheses of satisfaction. In brief, this research finds that psychological-mapping recommendation has significant impact on consumer satisfaction, and enhances their cognition of profession, pleasure, and purchase intention.
中文論文摘要......................................................Ⅰ
ABSTRACT..........................................................Ⅱ
TABLE OF CONTENTS.................................................Ⅲ
LIST OF TABLES....................................................Ⅴ
LIST OF FIGURES...................................................Ⅵ

CHAPTER 1 INTRODUCTION............................................1

CHAPTER 2 LITERATURE REVIEW.......................................3
2.1 Literature Review.............................................3
 2.1.1 Online Consumer behavior..................................4
 2.1.2 The relationship between Consumer Behavior and Psychology.5
 2.1.3 Psychology theories.......................................6
 2.1.4 Decision making..........................................10
 2.1.5 Satisfaction.............................................11

CHAPTER 3 RESEARCH METHODOLOGY AND HYPOTHESES DEVELOPMENT........13
3.1 Research Model and Hypotheses Development....................13
3.2 Research design and procedure................................15
3.2 Questionnaire development....................................16
3.4 Experimental procedure.......................................18

CHAPTER 4 DATA ANALYSIS..........................................19
4.1 study 1: Psychological analysis for products acquisition.....19
4.1.1 Descriptive Statistics of participants...................19
4.1.2 Reliability and Validity.................................20
4.1.3 Hypothesis testing.......................................21
4.2 study 2: Compare different recommendation strategies.........23
4.2.1 Descriptive Statistics of participants...................23
4.2.2 Reliability and Validity.................................24
4.2.3 Hypothesis testing.......................................25
4.3 Discussion...................................................27
4.4 Characteristic analysis......................................28

CHAPTER 5 CONCLUSIONS............................................38
5.1 Conclusion...................................................38
5.2 Theoretical and Practical Contribution.......................39
5.3 Limitations and Suggestions for Future Studies...............40

REFERENCES.......................................................41

APPENDIX A: Book types...........................................45
APPENDIX B: Online Questionnaire.................................46
APPENDIX C: Descriptive statistics...............................62

簡  歷.........................................................66
著作權聲明.......................................................67


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