消费者人格特质人际信任与再购意愿关系之研究－以直销业为例.PDFVIP

消费者人格特质、人际信任与再购意愿关系之研究－以直销业为例 The Effect of Customer Personal Trait and Interpersonal Trust on Repurchase intention: A Case Study of Direct Selling Industry 谢律晨 王昭雄 曾美华 Lu-Chen Hsieh Jau-Shyong Wang Mei-Hua Tsou 高雄大学法学院 树德科技大学金融系(所) 树德科技大学金融所 高市楠梓区高雄大学路700 号 高市燕巢区横山路59 号 高市燕巢区横山路59 号 TEL:(07)591-9000 TEL:(07)615-8000 TEL:0988595808 E-mail:chen8966@ E-mail:syong@.tw E-mail:tsenhome2210581@.tw 摘要 近年来随着消费意识抬头，对直销产品需求与服务质量的期望也愈来愈高。 直销产业存在激烈的竞争是无法避免的事实，惟有提供顾客更满意的服务环境， 才能保有顾客之再购意愿。本研究系以直销商品消费者为实证对象，采邮寄问卷 调查方式搜集了106份有效样本，并以部份最小平方法(PLS)进行验证，结果显示勤 勉正直性、情绪稳定性、外向性对认知信任具有正向影响；亲和性、外向性与情 感信任具有正向影响；而开放性则未获得支持。认知信任对情感信任、商品满意 度及再购意愿都具有正向影响。 关键词：人格特质、人际信任、再购意愿 Abstract In recent years, rise consumer awareness on the quality of direct selling products and services. The direct selling industry, there is a competition and cannot avoid the fact that only provide customers with a more satisfactory service environment in order to enhance the customer repurchase intention. This study adopts direct selling customers as subjects and collects 106 valid questionnaires. The Partial Least Squares (PLS) method is applied. Analytical results indicate that conscientiousness, extraversion and neuroticism of personal trait significant positively affect cognitive trust. Extraversion and agreeableness of personal trait significant positively affect affective trust. Cognitive trust significant positively affect affective trust, product satisfaction degree and repurchase intention. Keywords ：Personality Traits, Interpersonal Trust, Repurchase Intention 1 消费者人格特质、人际信任与再购意愿关系之研究- 以直销业为例 壹、前言 一、研究动机与目的