| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 97 === In 1927, at the Japan conference on psychology, a doctrine by a famous psychologist caused a heated debate among contemporary psychologists. The doctrine was that “Due to different blood types, humans have different personalities. Those who belong to the same blood type have similar personality”. The personality of a certain person dictates that in different situations or circumstances, that person will conduct consistent and repetitive behaviors, manifestations. Each person has his own personality; hence, different people facing the similar situation still have different behaviors and manifestations. Therefore, the personality of a person will affect his behavior. According to modern psychology, behaviors are the actions which are manifested of a person, thus shopping is a manifestation of behavior. Besides, behaviors are also the responses of a person to the external stimuli. Philip Kotler, the father of modern marketing, affirms that “stimulation, through the “black box” of human, is turned into behavior”. In terms of purchasing behavior, this stimulus could be a risk in purchasing decision. The person who accepts the high risk is adventurous. Besides, the purchasing decision of each person shows that whether he is dictated by rationality or emotions. It is very important for an enterprise to understand these characteristics of consumers; it influences the market approaching methods of an enterprise in introducing the most suitable and effective stimuli. This research has surveyed 210 voluntary participants in terms of blood types, personalities, the rational and emotional levels in purchasing process and their acceptable degree of adventure. The research has found that a person’s blood type does influence his or her personality, rational and emotional level, and the acceptable degree of adventure. People with different personalities have different levels of rationality, emotion, and adventure. This research pointed out those having A and O blood types belong to the group of people who have emotional purchasing behavior; the AB blood type group are more inclined to rationality though the degree is not high. Those in B blood type show the highest degree of rationality in purchasing. Different blood types also lead to differences in taking risks. The AB blood type people are very willing to take risks, while the people in A blood type are not. The people of B and O blood types are at the medium level, although they are more likely to take risks.
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