購物在觀光市場上是一項很重要的活動，但要跟上流行與得到大眾認同的從眾心態，似乎成了一種壓力，焦躁情緒可能引發了消費者的流行焦慮，進而追隨眾人腳步產生從眾行為。因此，本研究欲探討人格特質、流行焦慮、從眾行為與行為評價之關係，進而了解國人消費行為真正之心理需求。問卷主要以一般消費者做為抽樣調查之對象，採用便利抽樣及滾雪球抽樣，以Likert五點式量表衡量之。經發放550份問卷後，實得有效問卷506份，並以結構方程模式(SEM)驗證研究假說關係，結果顯示:(一) 人格特質中的外向性與神經質對流行焦慮呈現顯著性影響。(二) 不同人格特質的消費者對從眾行為沒有直接顯著影響。(三) 流行焦慮對從眾行為具有顯著性影響。(四) 流行焦慮對消費者的行為評價呈現負向顯著性影響。(五) 從眾行為對行為評價呈現正向顯著影響。(六) 人格特質對從眾行為雖沒有直接影響，但透過流行焦慮的中介效果，對從眾行為會產生間接影響。 本研究建議業者可利用外向性與神經質的外顯人格特質進行商品從眾銷售；另建議學者可針對消費者對於流行的心理層面與從眾行為發生之原因做更深入的研究與探討。 Shopping is a very important activity in the tourism market, but the anxiety of catching up with fashion, and the conformity sentiment of gaining the audience’s recognition seem to form some sort of pressure on the consumers. Their fashion anxiety may be aroused from their impatient state of mind. Furthermore, their conformity will probably be produced through following others’ steps. Therefore, this study aims to explore the relationships among the personality characteristics, fashion anxiety, conformity, and behavior evaluation, and to understand the truly mental demands of theconsumers here in Taiwan. The questionnaires were mainly focused on the general consumers as the sampling investigation participants. The convenience and snowball sampling methods were adopted, moreover measured with Linker's five- itemed chart. Among the 550 questionnaires distributed, 506 valid ones were returned. Structural Equation Modeling (SEM) was used to test the hypotheses proposed in the study. The findings are stated as follows: (1) In personality characteristics, external tendency and nervousness present prominent influence on fashion anxiety.(2) The consumers with different personality characteristics present no prominent influence on conformity.(3) Fashion anxiety has prominent influence on conformity.(4) Fashion anxiety presents negatively prominent influence on the consumers' behavior evaluation.(5) Conformity presents positively prominent influence on behavior evaluation.(6) In spite of the fact that personality characteristics present no direct influence on conformity, yet it will bring about indirect influence through the medium effect of fashion anxiety. This study suggests that the owners can carry on merchandise conformity sales by means of external and neurotic explicit personality; and that the scholars can make profound research and discussion based on the happening causes for consumers' fashion psychology level and conformity.
