消费者个人特质及从众消费倾向间关系之研究-稻江科技暨管理学院.PDFVIP

稻江學報第三卷第三期 消費者個人特質及從眾消費傾向間關係之研究 *陳鉦達 **謝安田 *稻江科技暨管理學院國企系助理教授 **大葉大學管理學院講座教授兼管院院長 摘 要 個體處在群體中與他人互動，免不了受到群體成員所影響，而在行為或態度上有所改 變。然而，回顧過往行銷研究發現，少有研究針對人際互動對消費行消費傾向間之關係。 因此，本研究將以消費者個人特質作為自變數，深入探討其對從眾消費傾向之影響。 本研究係透過便利抽樣方法，共計發出 580份問卷，問卷回收並扣除無效問卷後，實 際可用之有效樣本為 476份，有效回收率達 82.1% 。本研究結果發現，女性受測者之規範 性從眾傾向明顯較男性為高；此外，無論是資訊性從眾或規範性從眾，消費者教育程度之 不同，皆對其產生顯著影響。 關鍵字：從眾消費傾向；資訊性從眾；規範性從眾 204 稻江學報第三卷第三期 The Relationship of Consumer’Individual Differences and Conformity Intention * Cheng-Ta, Chen ** An-Tien, Hsieh *TOKO Unviersity, Department of international business **Da Yeh University, College of Management, Abstract Consumers may purchase products as a result of overt conformity pressures from others. Understanding the role of conformity behavior in the customer’s decision is a key issue, however, it has received little attention in the marketing area. Therefore, the purpose of this study is to explore the Relationship of Consumer’ Individual Differences and Conformity Intention. A total of 580 responses were sent. Out of these, 103 were not collected or rejected because of missing data in the questionnaire. Thus, the total usable sample for analysis was 476. In summary, the research results were as below: 1. Female participant’s normative conformity intention is stronger than male. 2. The level of education of participant has significant impact on informational conformity or normative conformity. K