用户在线购物行为与性格特质的关系研究

Research on the Relationship between User Online Shopping Behavior and Personality Traits

目的探讨用户在线购物行为与其性格特质之间的关系,为电商平台设计提供理论依据。方法300名电商平台用户参与了问卷调查的实验研究。采用性格特质问卷获取了用户在诚实-恭顺、情绪性、外向性、宜人性、尽责性和经验的开放性六维度的数据。设计在线购物行为调查问卷收集了用户在电商平台上购物的相关行为数据,并在打开平台、浏览商品、购买商品、收藏商品、评价与分享等五阶段上进行了用户行为的分类和定义。最后采用相关性分析方法,分析了五个购物阶段的用户行为与性格特质的关系。结果购物过程中,打开平台、浏览商品、购买商品以及收藏商品都会受到情绪性的影响;外向性与评价与分享的分享型呈显著负相关关系;宜人性与评价与分享的接受型呈显著负相关关系;尽责性与浏览商品的随性型和购买商品的冲动型呈显著负相关关系;经验开放性与打开平台的推荐接受型、软文偏好型、店铺忠诚型和评价与分享的表达型呈显著正相关关系。结论用户的在线购物行为与性格特质呈显著的相关关系,电商平台可以针对不同性格特质人群设计不同的购物界面和营销策略。

Objective To explore the relationship between users'online shopping behaviors and their personality traits,and provide a theoretical basis for the design of e-commerce platforms.Methods 300 e-commerce platform users participated in the questionnaire survey.The personality trait questionnaire was used to obtain data on the openness of the six dimensions of honesty-submissiveness,emotionality,extroversion,agreeableness,conscientiousness and experience of users.An online shopping behavior questionnaire was designed to collect user behavior data related to shopping on e-commerce platforms,and to classify and define user behavior in five stages:logging in the platform,browsing products,purchasing products,collecting products,evaluating and sharing.Finally,the correlation analysis method was used to analyze the relationship between user behavior and personality traits in the five shopping stages.Results During the shopping process,logging in the platform,browsing products,purchasing products,and collecting products were all affected by emotions;extroversion was significantly negatively correlated with the sharing type of evaluation and sharing;agreeableness was significantly negatively correlated with the acceptance type of evaluation and sharing relations;conscientiousness had a significant negative correlation with the casual type of browsing products and the impulsive type of purchasing products;the openness of experience was significantly negatively correlated with the recommendation acceptance type,ad-text preference type,store loyalty type,evaluation and sharing expression type of logging in the platform positive relationship.Conclusion There is a significant correlation between users'online shopping behaviors and personality traits.E-commerce platforms can design different shopping interfaces and marketing strategies for people with different personality traits.