消費者在決定購買產品之前會依據本身經驗與外在環境去搜集各項與產品相關資訊，接著進行評估考慮，經過判斷後決定是否購買。因此消費者在選購一項產品時，可視為一種決策過程。而消費者決策的過程中，購買意願(Purchase Intentions)成為首要的關鍵。而人格則是了解不同自我理念的最佳方法。
故本研究試圖以內/外控人格特質的不同，探討內/外控人格傾向的消費者加上在不同時間壓力、產品是否有專家推薦的情況下，對於購買意願所產生的交互作用之影響，因此一共有300名受試者進行了2 (專家推薦：無 vs.有) × 2 (時間壓力：低 vs.高) 的受試者間實驗設計。

Before consumers buy the products, they make decisions based on their own experiences and collect all the information of products from the external environments. Therefore, consumers’ purchase of products, can be regarded as a decision-making process. Consumer decision-making process, and the formation of purchase intentions become the primary key. To understand the relationship among self-perception, social world, as well as the self and others is the key to study consumer behaviors. And personality is the best way to understand the differences of self-concept. The research will focus on interactions among locus of control( internal / external ), time pressure, expert endorser and purchase intentions. Therefore, 2 (expert endorser：nonexistent vs. existent) × 2 (time pressure：low vs. high) between –subjects designs were conducted

第一章 緒論…………………………………………………………………1
第一節 研究動機……………………………………………………………1
第二節 研究目的……………………………………………………………4
第三節 研究問題……………………………………………………………5
第四節 名詞釋義……………………………………………………………6
第五節 研究流程……………………………………………………………7
第二章 文獻探討………………………………………………………………9
第一節 內外控人格特質理論與研究……………………9
第二節 專家推薦…………………………………………………………12
第三節 時間壓力…………………………………………………………14
第四節 購買意願…………………………………………………………16
第三章 假說建立 …………………………………………………………20
第四章 研究設計與實施 ……………………………………………………25
第一節 研究架構 …………………………………………………………25
第二節 研究設計 …………………………………………………………26
第三節 研究對象 …………………………………………………………27
第四節 研究工具 …………………………………………………………27

第五章 研究結果與討論……………………………………………………28
第一節 樣本結構…………………………………………………………28
第二節 操弄檢定…………………………………………………………29
第三節 假說檢定…………………………………………………………31
第四節 研究結果分析……………………………………………………46
第六章 結論與建議…………………………………………………………49
第一節 理論意涵…………………………………………………………49
第二節 實務貢獻…………………………………………………………51
第三節 研究限制…………………………………………………………53
第四節 未來研究方向建議………………………………………………55

參考文獻 ……………………………………………………………………56
附錄 …………………………………………………………………………63






表 目 錄
表3-1 研究假說……………………………………………………………24
表5-1 各實驗組分組人數 ……………………………………………… 28
表5-2 假說檢驗表…………………………………………………………42
表5-3 內/外控人格傾向×時間壓力的統計量……………………………43
表5-4 內/外控人格傾向×專家推薦的統計量……………………………44
表5-5 內/外控人格傾向×時間壓力×專家推薦的交互作用統計量 45


圖 目 錄
圖 1-5 研究流程圖……………………………………………………………8
圖 4-1研究架構圖……………………………………………………………25
圖5-3-1 內外控人格傾向與時間壓力之二因子交互作用…………………33
圖5-3-2 內外控人格傾向與專家推薦之二因子交互作用…………………36
圖5-3-3 內外控人格傾向、時間壓力與無專家推薦之三因子交互作用………39
圖5-3-4 內外控人格傾向、時間壓力與有專家推薦之三因子交互作用………41

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