| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 93 === Since 2004 the service industrials〈not include financial service industrials 〉 of output value of Taiwan’s economy have been over 4,7546,0000,0000 NT doller,which is at the level of 57.14﹪of GDP. The output value of service industrials of GDP have been over 50﹪for ten years.
From 1980’s 80﹪manufacture industrials and 20﹪service industrials of economy structure, service industrials changed and became new style, which was over 50﹪of overall economy . At these huge change in industrials; in fact, it also meant there was big change in style of life and industrial structure in Taiwan. When the personality of consumers was affected by diversification of goods, consumers would have different purchasing decisions in 3C distribution channels. Because 3C distribution channels are representatives in Taiwan’s service industrials, they becomes very important . We have interest on how to affect consumers’ personality and what is the reason and process.
The subject of thesis is the analysis of shopping decision in the 3C distribution channel with consumer’s personality . I sent 181 questionnaires and got 135 valid questionnaires. And I analyzed information by five statistic processes.
1. Descriptive statistics：
To understood sample information by using frequence distribution, percentage ,average and standard deviation.
2. Factor analysis：
To find common fittest factors. Therefore, we reduced data from complex questions of personality, self-control, brand trust and affect, purchase willing and purchasing situation of 3C distribution channels.
3. Reliability analysis：
To understand reliability of study by using Cronbach’s alpha coefficient of constructs.
4. One-sample t test：
T test is a method of valuing difference of sample average. We want to understand if there is any difference between different customers’ feature and purchase willing.
5. Regression：
To understand relationship between two set samples through regression analysis.
After analysis, we can know consumer’s personality indeed has impact on purchasing decision. We can know when consumers trust 3C distribution channels, they would be affected. But when consumers have feeling on brand of 3C distribution channels, they don’t have any different on their purchasing decision.
From above, we know if we want to affect consumer’s decision. And we must work hard to provide any kind of marketing strategy. If 3C distribution channels always use promotion of brand’s affect, we don’t believe its effect on consumers.
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