探討運動機械錶擁有者人格特質與購買動機間之關係

Abstract

本研究旨在探討運動機械手錶擁有者的人格特質與購買動機間之關係。參考國內外相關文獻，並結合實務經驗中所觀察之問題情境，編製「運動機械手錶擁有者購買動機問卷」。經預試與修正後，問卷具備良好信度。資料蒐集採用滾雪球抽樣法，透過Google表單進行線上問卷發放，回收問卷共計105份，有效問卷為78份。資料分析方法：包括描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關與典型相關分析。研究結果指出：運動機械手錶擁有者以男性為主，年齡集中於41-50歲，具備大學 (專) 院校以上學歷居多。每月可自由支配金額為新台幣10萬元以上，且擁有9年以上之購錶經驗為居多。在消費行為層面，過去3年購買每年平均金額「100,000元 (含) 以下」、最常配戴場域為「工作場所」、主要購買品牌為「Rolex (勞力士)」、職業多為「服務業」、配戴或攜帶頻率「一直攜帶」、購買與資訊來源為「實體店家」居多。進一步分析發現，具有特定品牌偏好或使用習慣者，在「開放性」的人格特質顯得突出，而教育程度會影響在「神經質」上的表現。不同年齡在購買動機的吸引、關注層面有顯著差異。每月可自由支配之金額會影響對於消遣娛樂、社交、吸引關注這三個層面上。在過去三年每年平均購買金額，對於社交動機有顯著影響。另外，皮爾森積差相關與典型相關結果一致，在人格特質「嚴謹性」、「開放性」與購買動機各層面的影響最高；「神經質」影響最低。未來研究建議：在資源充足與條件許可下，可延長研究時間並擴大樣本至跨區域收集，未來亦可透過質性研究法，深入訪談具代表性之錶款愛好者、收藏家與產業專家，以彌補本研究的限制。在實務面，可透過跨領域合作與聯名行銷強化市場定位與社會認同，並開發更具針對性的產品與行銷策略，以拓展年輕與女性消費族群之潛在市場。This study aims to examine the relationship between personality traits and purchase motivation among owners of sports mechanical watches. Drawing upon a review of relevant domestic and international literature, and incorporating problem contexts observed through practical experience, the researcher developed a questionnaire titled"Purchase Motivation of Sports Mechanical Watch Owners." After a pilot test and subsequent revision, the instrument demonstrated good reliability. Data collection was conducted using snowball sampling, with the questionnaire distributed online via Google Forms. A total of 105 responses were received, of which 78 were valid. The data were analyzed using descriptive statistics, independent samples t-tests, one-way ANOVA, Pearson’s product-moment correlation, and canonical correlation analysis. Results indicated that the majority of respondents were male, aged between 41 and 50, and held at least a college-level education. Most participants reported a monthly discretionary income exceeding NT$100,000 and had more than nine years of experience purchasing sports mechanical watches. Regarding consumer behavior, respondents reported an average annual expenditure of less than NT$100,000 over the past three years. The most common setting for wearing the watch was the workplace, with Rolex being the most frequently purchased brand. Most respondents were employed in the service industry, carried or wore their watches daily, and acquired product information primarily through physical retail stores. Further analysis revealed that individuals with specific brand preferences or usage habits exhibited significantly higher levels of openness. Educational attainment was found to influence neuroticism. Significant differences were observed in purchase motivation dimensions such as attraction and attention across age groups. Monthly discretionary income was significantly associated with motivations related to recreation, social interaction, and attention-seeking. Additionally, average annual watch expenditure over the past three years had a significant impact on social motivation. Both Pearson’s correlation and canonical correlation analyses consistently showed that conscientiousness and openness had the strongest associations with various purchase motivation dimensions, while neuroticism showed the weakest. This study suggests that, given sufficient resources and research capacity, future research could be extended in duration and scope to include a broader geographic sample. Qualitative methods, such as in-depth interviews with representative users, collectors, and industry experts, are recommended to complement the current findings. Practically, cross-disciplinary collaborations and co-branded marketing strategies could enhance market positioning and social identity. Moreover, product and marketing designs targeting younger and female consumer segments may further support effective market differentiation and expansion.