| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 106 === Online shopping has become very popular nowadays. Therefore, the competition between shopping sites has consequently become highly competitive. New shopping sites must understand consumers’ innovative buying behaviors before they join the market. Among consumers’ behaviors, personality characteristics can explain the diverse shopping initiatives of consumers, which would in turn affect their purchasing decisions. Among them, consumer innovation is a personality trait that influence the willingness of innovation. Past studies have already included personal innovation in the field of marketing, in order to understand the personality traits of innovative consumers and have shown the significant impacts of personal innovation toward individual’s attitude and behavior. This research is mainly focused on how individuals’ personality trait could influence their perception of new products and their purchasing decisions. In this study, consumers who have experiences in online shopping are selected as research targets and taking the newly established DG-Trend online platform as a case study. This research explores innovative consumers' perception of new things through in-depth interviews and figures out the relationship between individual innovation traits and online consumer decision-making from the perspective of personality traits.
The results show that innovative consumers tend to be openness to experience, conscientiousness and agreeableness. In the process of online consumer decision-making, innovative consumers belong to be cognitive innovator. They pay a lot of attention to the relative advantages of information and products. Rational thinking and utilitarian benefits are the assessment basis of their purchasing decision-making. In addition, e-WOM (word of mouth online) has persuasion effect toward innovative consumers and they prone to vicarious innovativeness. The process of decision making involves lower purchasing risk and get expected goods.
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