| Summary: | 碩士 === 開南大學 === 國際企業學系 === 107 === With the rapid development and progress of the times technology, people's lives have also changed. Even if you don't go out, you can shop at home, wear your own unique style and taste, and show a sense of fashion. According to the survey and analysis of consumer online shopping behavior, the Institute of Industrial Intelligence (MIC) found that the total online shopping spending of Taiwanese consumers showed an upward trend from 24,744 yuan in 2015 to 30,822 yuan in 2017, compared with 2016 in 2016. 27,715 yuan grew by 12%.According to the 108-year "Personal/Country Digital Opportunity Survey" of the Executive Research Board of the Executive Yuan, the results showed that the personal network usage rate has reached 88%. It can be seen that the Internet has become an indispensable part of modern life.
According to a 2018 MIC survey, 64.9% of people in Taiwan used to buy online on smart phones or tablets. How to shop with peace of mind is a matter of great concern to the public. The Consumers said that according to the estimates of the Institute, this year's online shopping market in Taiwan will reach more than 180 billion yuan, and next year will be as high as more than 250 billion yuan, but business opportunities are unlimited and disputes will follow. Come. According to the Consumers Association, the types of disputes that have been sorted out can be seen in online shopping, merchandise defects, rejected returns, inconsistent product specifications, account issues, and the top five rankings of online fraud online shopping disputes.
Through the online questionnaire, this study uses SPSS22.0 statistical analysis software to explore the relationship between personality traits and consumer behaviors. The results of this study show that the study used five personality traits as the personality classification structure to explore the different personality traits in online shopping, due to the quality of service requirements in the event of disputes.
From the research results, it can be found that online shopping disputes are closely related to consumer behavior, and consumer behavior depends on differences in service quality and personality traits. Due to the difference in service quality and personality traits, online shopping also deeply affects the consumer's feelings. When consumers have different perceptions, they are prone to disputes.
Online shoppers are currently in the era of multinationalism. When online shoppers want to maintain or increase their business volume, they must aim at the improvement of service quality. When disputes arise, they start with different personality traits of consumers, from the seven factors of consumer behavior, psychological feelings, brand awareness. The perception of service quality, the perception of overall goods, consumer purchasing decisions, consumer satisfaction, product differentiation, and communication, to minimize the problem, the current era of consumer awareness rises, often resort to the media when problems occur, The media also reported extensively that they often did not verify that they were biased towards consumers, which caused damage to the company and affected the company's goodwill. It also causes other consumers to refer to the indicators when purchasing the online shopping platform, which in turn affects the willingness to purchase.
Keywords: Service quality, Five personality traits, Online shopping
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