A Study on the Relationship Between Big-Five Personality Traits and Innovativeness

• Main Authors: Wei-Ting Ting, 丁偉庭
• Other Authors: Yi Hsu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/44293z

碩士 === 國立虎尾科技大學 === 經營管理研究所 === 97 === This study discussed the influence of consumers’ personality traits on the acceptance of innovative product. This study examined the NEO Five-Factor Inventory significantly affects the acceptance of innovative product. And then we utilized principal Axe Factor Analysis to retrench four factors. The factor names are “the capability of resolving problems”, “susceptibility to interpersonal influence”, “purchasing behavior with high risk”, “will to achieve”. Further, this study used regression analysis to examine the NEO Five-Factor Inventory significantly affects the innovativeness. And then we also used Big-Five Personality traits and Innovativeness to establish a linear structure relation model（LISREL）. The 253 questionnaires were received and 250 were effective questionnaires. The results of this study displayed consumer’s personality traits significantly affect the acceptance of innovation product. This study also concluded these four factors (the capability of resolving problems, susceptibility to interpersonal influence, purchasing behavior with high risk, will to achieve ) were all significantly different in the acceptance of innovated product for consumer’s personality traits. In LISREL model, the GFI=0.813, AGFI=0.608, RMSEA=0.256. The result of this study can fill the theoretical gap for influence of personality traits on acceptance of innovative product. The management implication of this study can be applied for formulating marketing strategies for company facing on different personality traits of consumers. This study suggested that future research could focus on the NEO-PI-R replaced the NEO Five-Factor Inventory.