性格特質對衝動性購買、流行涉入和品牌轉換的影響：Y與Z世代的比較

Abstract

本研究主要在於探索 Y 世代（千禧一代）與 Z 世代（後千禧一代）消費者的性格特質差異，並深入分析這些特質在多個構面上的隱含關聯和因果關係。這些構面包括流行主觀知識、尋求多樣性、衝動性購買、流行涉入以及品牌轉換等。這兩世代之所以值得被研究，是因為他們在當前的社會和經濟環境中扮演著重要的角色，且他們的消費行為和價值觀念正在塑造市場趨勢，並影響著產品和服務的創新，這群體主要代表的意義包含了：龐大的消費者群體、消費模式的變革、科技的影響、價值觀的轉變。透過對這些構面的深入分析，我們可以更好地理解消費者的行為模式，並了解如何有效地滿足他們的需求。 本研究採用線上問卷調查方法，研究對象為 Y,Z 世代群體，出生於西元 1981～2009 年者（現年 15 歲～43歲），性別不限，共計回收 276 份有效問卷，抽樣方式要能代表特定群體的隨機樣本，且符合同年齡層的區間，所以使用代表性抽樣和滾雪球抽樣兩種方式。

研究結果發現，Y,Z 世代群體的「神經質」和「開放性」特質為最高和次高；「外向性」特質為最低。再者，不同的「性格特質」在「衝動性購買」上有顯著差異，且「開放性」比「友善性」在「衝動性購買」程度上更高；不同的「性格特質」在「流行涉入」上有顯著差異，且「開放性」比「友善性」和「神經質」在流行涉入程度上更高。綜合上述結果，將於結論給予分析和建議。This study primarily explores the differences in personality traits between Generation Y (Millennials) and Generation Z (Post-Millennials) consumers, and deeply analyzes the implicit associations and causal relationships of these traits across multiple dimensions. These dimensions include fashion subjective knowledge, variety-seeking, impulsive buying, fashion involvement, and brand switching. These two generations are worth studying because they play important roles in the current social and economic environment, and their consumer behavior and value concepts are shaping market trends and influencing the innovation of products and services. The main significance of this group includes: a large consumer group, changes in consumption patterns, the impact of technology, and changes in values. Through in-depth analysis of these dimensions, we can better understand consumer behavior patterns and understand how to effectively meet their needs. This study uses an online questionnaire survey method. The research subjects are the Y and Z generation groups, born from 1981 to 2009 (currently 15 to 43 years old), regardless of gender, a total of 276 valid questionnaires were collected. The sampling method must be able to represent the random samples of specific groups, and it must comply with the same age group interval, so representative sampling and snowball sampling are used.

The research results found that the “Neuroticism” traitand “Openness to experience” traits are the highest and second highest, respectively, among the Y and Z generations ; the “Extraversion” trait is the lowest. Furthermore, Different “personality traits” have significant differences in “impulsive buying”, and “Openness to experience” is higher than “Agreeableness” in the degree of “impulsive buying”; different “personality traits” have significant differences in “fashion involvement”, and “Openness to experience” is higher than “Agreeableness” and “Neuroticism” in the degree of fashion involvement. Based on the above results, analysis and suggestions will be provided in the conclusion.