本研究旨在探討開架式彩妝品消費者的從眾傾向、人格特質與衝動性購買行為之研究，主要瞭解開架式彩妝品消費現況及不同背景變項在從眾傾向、人格特質及衝動性購買行為之差異，以及從眾傾向、人格特質與衝動性購買行為的相闗性、預測力及人格特質的中介效果。本研究以臺北市地區18歲以上具購買開架式彩妝品經驗之消費者為研究對象，採問卷調查方式，自編之「從眾傾向量表」、「人格特質量表」、「衝動性購買行為量表」為研究工具。
本研究以398位開架式彩妝品消費者為樣本，研究結果顯示，在不同變項中從眾傾向和人格特質及衝動性購買行為在不同年齡於統計上達到顯著差異，不同教育程度、不同工作性質、不同平均購買金額在衝動性購買行為統計上達到顯著差異。從眾傾向和人格特質及衝動性購買行為有顯著相關性，從眾傾向與人格特質能預測衝動性購買行為，人格特質在從眾傾向與衝動性購買行為間存在部分中介的效果。研究建議可以善用從眾傾向會影響衝動性購買行為，透過消費者對於潮流的跟隨以藉此拓展商機。
The purpose of this study is to explore the study of the conformity, personality traits and impulsive purchasing behavior of self-selective cosmetics consumers. The main purpose is to understand the current situation of self-selective cosmetics consumption, different background varieties in the conformity, personality traits, impulsive purchasing behavior differences as well as the relationship related to each other in this study, the consumers were 18 years of age from Taipei City who were selected as the research object, and the questionnaire survey was conducted. The self-made "Conformity Scale", "Personality Quality Scale" and "Impulsivity Purchase Behavior Scale "for research tools.
In this study, 398 self-selective cosmetics consumers were used as a sample. The results show that there are significant differences in statistics among different subjects in terms of conformity and personality traits and impulsive purchasing behavior at different ages. Different educational levels, different nature of work, and different average purchase amount in the impulsive purchasing behavior statistics to achieve significant differences. Conformity and personality traits and impulsive purchasing behavior were significantly correlated. Conformity and personality traits can predict impulsive purchasing behavior, and the personality traits have some effect between conformity and the impulsive purchasing behavior. Research recommendations can make use of the conformity to influence impulsive purchasing behavior, and by consumers to follow the trend to expand business opportunities.
