The Impact of Personality Trait and Social Network on Consumer''s Behavior－A Study of University Students

• Main Authors: Ting-Yau Hsu, 許庭耀
• Other Authors: Chia-Wen Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/04906235849479766865

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.