|
|
 |
|
|
|
| |
|
|
| |
|
|
|
人格特質對網路訊息傳播意願之影響 The effects of personality on the messages diffusion on the Internet
|
|
|
| 作者 |
 |
蘇雅玲 |
| 學校系所 |
|
靜宜大學國際企業學系研究所 |
| 地點 |
|
全臺 全部
|
| 研究內容 |
|
[ 摘要 ]
網路傳播訊息具有快速、便利與低成本的特性，使得愈來愈多地人會大量倚賴網路工具。根據以往研究結果顯示，網路上傳播的訊息會對消費者的購買決策、產品選擇及品牌形象深具影響。回顧過去有關網路訊息傳播之相關研究，大多為探討網路訊息對消費者的影響，或者大多著墨於網路工具帶來的行銷效益、或網路隱私與謠言等議題。零星的相關研究，也多從市場行家與意見領袖等人格特質，來描述這些喜歡在網路上傳遞訊息的人，使得專注於以網路訊息傳遞者為主的研究極少。因此，本研究的目的為探討在網路上傳播訊息的人是哪些人(who)？又這些人具備有何種之人格特質傾向，使其比較會在網路上進行訊息傳播。研究結果發現，當個人的外向性與勤勉審慎性特質愈高時，以及神經質性低 (或情緒穩定性高)的人，對網路訊息傳播之意願愈高。根據本研究結果，建議行銷管理者可立基於本研究所提出之比較會影響人們進行網路訊息傳播之人格特質，作為日後企業在行銷管道上提供訊息傳遞之主要目標對象作為參考，本研究預期也可使網路訊息傳播之議題研究的面向更加完備。
[ 英文摘要 ]
The traits of Internet Communication are instant, convenient and low-cost, making more and more people depend on it. The past research results reveal that information from internet has a profound influence on consumers in buying decision, product choice and brand image. Viewing some past relative research about the diffusion of internet message, most of them are discussed about influence of internet message on consumers or just focus on the marketing benefits, or internet privacy and rumors from network tools. Some relative researches describe that these people like to deliver information from their personalities of market maven and opinion leaders. We found that past research seldom focus on senders who willing to post or forward messages to others. Therefore, the purpose of this research is to understand who will deliver information on the internet and identify what kinds of personality drive them to send this information easily. The results of study show: the more Extroversion (advanced by Eysenck) the individuals have, the more willing to send the Internet messages. In Big Five, individuals have high scores on Extroversion, and have low scores on Neuroticism (or high emotional stability) are more willing to do information distribution. According to the results, we suggest that marketing administrators can regard the characters which influence people more on the diffusion of Internet Messages, as the reference of information diffusion field in the future. The research makes the issues of diffusion of Internet Messages more perfect. |
|
|
|
|
|
|
|
