| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 98 === Conformity behavior is common in the cyber world because we can see many fads occur in our daily life in terms of fashion and popularity. Many previous researches only focus on result instead of the cause, which in the key point we need to investigate on. There are many easy interfaces such as e-bay and yahoo auctions which provide sellers to sell items online. Such kind of business spreads rapidly and attracts many buyer’s attention. The study conducts a questionnaire survey on cell phone online we can see the motivation of buyers who purchase phone online.
Recently, researches on conformity behavior were performed in various fields with inspect to physical factors while mental factors that lead to the conformity behavior were hardly discussed. As the behavior of decision maker is normally affected by the mental factor, no matter in terms of psychological or economical perspective, the previous researches which ignore the impact resulted from the mental perspective of individuals, therefore, make great difference between this research and the previous ones. This study looks insight into the impact of conformity motive driven by the different personal characteristics upon the conformity behavior through online auctions. What makes internet worth discussing is the anonymity of online users .And the purposes of the study attempt conformity pattern of online decision making as well as personality influence and to discuss the factors and motivations influencing conformity, and to provide suggestions that help online marketers exploit the power of crowds to promote online sales.
The result shows that persons with high Neuroticism, Agreeableness, Conscientiousness scores love to follow other people’s step and are easily affected by ratings on online auction. Nevertheless, persons with high Extroversion, Openness scores are less susceptible to online conformity and always make decision for their own needs. One may deeply see that personalities play important roles on behavior pattern upon online decision making.
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