大学生网络购物与人格特质研究.doc

内 容 摘 要 本文以大学生为研究对象，目的探讨大五人格的在控制了人口统计学变量之后,大五人格因素对的预测作用。具体而言,是适应性、外向性、宜人性和严谨性均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 10 第一节 研究假设 10 第二节 问卷设计 10 第三节 变量测量 11 第四节 研究方法 11 第四章 数据统计及结果分析 13 第一节 问卷的效度分析 13 第二节 问卷的信度分析 14 第三节 研究变量的描述性统计 15 第四节 人格特质与网上购物态度、意向、信任间的相关分析 16 第五节 大学生网上购物与大五人格各维度的回归分析 17 第六节 网上购物频次和各大维度间的相关关系 18 第五章研究结论 19 附录 21  第一章 绪 论 第一节 研究背景 随着互联网在商业活动中的广泛运用,一种新型的购物方式——网上购物应运而生。对于消费者来说网上购物是一种全新的购物渠道和全新的购物体验(Lohs