The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students
碩士 === 逢甲大學 === 企業管理所 === 99 === In recent years,college students everywhere in Taiwan, while students have been spending power of many business owners are quite concerned about the issue.Kotler (2006) pointed out that if the company can be found those who have many friends, curiosity and like the f...
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ndltd-TW-099FCU051210032015-10-13T20:13:51Z http://ndltd.ncl.edu.tw/handle/04906235849479766865 The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students 人格特質與人際網絡對大學生消費行為之影響 Ting-Yau Hsu 許庭耀 碩士 逢甲大學 企業管理所 99 In recent years,college students everywhere in Taiwan, while students have been spending power of many business owners are quite concerned about the issue.Kotler (2006) pointed out that if the company can be found those who have many friends, curiosity and like the first with new products, who will become the company''s marketing assistant. Lee et al.(2010) mentioned that the customers and its positioning in the network to become opinion leaders have the relevant;Emirbayer & Goodwin (1994) also mentioned that the positioning of the network and its individual personality traits are very important relationship Our research finds that a individual’s position in a social network is related to personality characteristics about self-monitoring and collectivism. Using the two personality characteristics, we can find who are central in networks are quite susceptible to other’s influences. Additionally, we provide products attributing about product conspicuousness to strengthen this research. Hopefully the research could provide useful information for the business owner to take good advantage of limited marketing resource more precisely to get competing dominant position. Chia-Wen Chang 張嘉雯 2011 學位論文 ; thesis 93 zh-TW |
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碩士 === 逢甲大學 === 企業管理所 === 99 === In recent years,college students everywhere in Taiwan, while students have been spending power of many business owners are quite concerned about the issue.Kotler (2006) pointed out that if the company can be found those who have many friends, curiosity and like the first with new products, who will become the company''s marketing assistant. Lee et al.(2010) mentioned that the customers and its positioning in the network to become opinion leaders have the relevant;Emirbayer & Goodwin (1994) also mentioned that the positioning of the network and its individual personality traits are very important relationship
Our research finds that a individual’s position in a social network is related to personality characteristics about self-monitoring and collectivism. Using the two personality characteristics, we can find who are central in networks are quite susceptible to other’s influences. Additionally, we provide products attributing about product conspicuousness to strengthen this research. Hopefully the research could provide useful information for the business owner to take good advantage of limited marketing resource more precisely to get competing dominant position.
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author2 |
Chia-Wen Chang |
author_facet |
Chia-Wen Chang Ting-Yau Hsu 許庭耀 |
author |
Ting-Yau Hsu 許庭耀 |
spellingShingle |
Ting-Yau Hsu 許庭耀 The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
author_sort |
Ting-Yau Hsu |
title |
The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
title_short |
The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
title_full |
The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
title_fullStr |
The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
title_full_unstemmed |
The Impact of Personality Trait and Social Network on Consumer''s Behavior-A Study of University Students |
title_sort |
impact of personality trait and social network on consumer''s behavior-a study of university students |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/04906235849479766865 |
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