Applying Holland’s theory and Multiple Intelligences for analyzing online consumer behavior: Book recommendation

• Main Authors: Hsu, Chiao-Ying, 許巧瑩
• Other Authors: Tseng, Chin-Yang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/14616772627617184481

碩士 === 國立臺北大學 === 資訊管理研究所 === 100 === Both Questionnaires and Marketing are closely related to the role - People. However, most current market surveys focus on Product instead of People. To design surveys to investigate the root cause which influences consumers’ preferences, we combine multiple intelligences with Holland's theory consisting of six personalities. Through analyzing the reciprocal effects of consumer personalities and intelligences, this people-oriented questionnaire can assist companies in understanding their consumers comprehensively and in discovering new market strategies and segments. To conduct our research, we develop an online questionnaire tool through which an entertaining and interactive survey can be generated and be propagated to social networks automatically. With our psychology-like survey, consumers are also motivated to fill out the web surveys to get personality analysis and product recommendation feedbacks. Their behaviors can also be effectively categorized by cross-tabulation, and hence, companies can understand the interactions between consumers’ preferred products and consumers’ personalities. Independent T-test analysis and Pearson correlation are used to test hypotheses of satisfaction. In brief, this research finds that psychological-mapping recommendation has significant impact on consumer satisfaction, and enhances their cognition of profession, pleasure, and purchase intention.