大学生网络购物与人格特质研究--毕业论文.docVIP

内 容 摘 要 本文以大学生为研究对象，目的探讨大五人格对大学生网络购物的预测作用，以便更好的针对大学生开展网络营销。 本研究采用网络招募被试和实地发放问卷两种方式进行问卷调查。 通过[输入—过程—产出]的模式进行试验。总计收集了100份样本的资料，在输入因素上采用在组织行为学中对大五人格的阐述；在确定各变量因素后，在二者之间进行理论和实证研究。经过文献回顾、研究方法制定、组织实验、数据统计等过程，对所使用问卷的信度和效度进行验证，运用SPSS软件进行统计和分析，得出大五人格特质与大学生网络购物之间的相关分析、回归关系分析结果。在控制了人口统计学变量之后,大五人格因素对大学生网络购物的预测作用不是很显著。具体而言,开放性是对网络购物持积极态度的有效预测因子，适应性、外向性、宜人性和严谨性均对网络购物没有明显的相关度。 关键词：人格特质 、大五人格模式、 大学生网络消费 ABSTRACT This study selected college students as the object,the objective is to explore prediction function of the five personality for college students shopping network, In order to conduct network marketing with the characteristics of college students better. This study adopts two ways for the questionnaire survey which are Network were recruited and on-the-spot questionnaires. Through the model of [input --process - output] for the test. The data of collected samples are 100 in total ,Using the answer for five personality in organizational behavior Based on the input factor, Carrying through research about theoretical and experimental after determining variable factors, Through the process of literature review, the research methods, Organization experiment and statistics etc. verifing for the reliability and validity of questionnaire, Using the software of SPSS for calculation and analysis, drawing the results of correlation analysis and regression analysis between big five personality traits and the network shopping. The prediction effect of Five-aspect personality factors for network shopping of university students is not obvious after controlling demographic variables. Specifically, the opening is a effective predict factor for the positive attitude about shopping network ,there are no obvious attitude of Adaptability, socialization, agreeableness and preciseness for network Shopping. KEYWORDS：Five-aspect Personality characteristic, shopping online  正文目录 第一章 绪 论 1 第一节 研究背景 1 第二节 研究对象 2 第三节 研究内容 2 第四节 研究方法与技术路线 3 第二章 文献综述 4 第一节 人格特质理论综述 4 第二节 大学生网络购物研究综述 8 第三章 研究设计