本研究目的在於瞭解人格特質對從眾行為意圖與實體社群之網路團購行為意圖影響。在調查8間大學中的155位碩士在職專班的學生之後，研究結果顯示：(1)女性的人格特質-外向性的人對於資訊性從眾行為意圖有正向顯著影響。(2)人格特質-神經質的人對於資訊性從眾行為意圖有正向顯著影響。(3)具有低收入或無團購經驗的人格特質-友善性的人對於資訊性從眾行為意圖有正向顯著影響。(4)男性、具有團購經驗、年紀大或低收入的人格特質-審慎性的人對於資訊性從眾行為意圖有正向顯著影響。(5)年紀大或具有高收入的人格特質-外向性的人對於規範性從眾行為意圖有正向顯著影響。(6)人格特質-神經質的人對於規範性從眾行為意圖有正向顯著影響。(7)人格特質-友善性的人對於規範性從眾行為意圖有正向顯著影響。(8)低收入的人格特質-審慎性的人對於規範性從眾行為意圖有顯著影響。(9)男性、無團購經驗或年紀輕的規範性從眾行為意圖對實體社群之網路團購行為意圖有正向顯著影響。(10)年紀大或具有高收入的人格特質-外向性的人對於實體社群之網路行為意圖有正向顯著影響。(11)年紀大的人格特質-開放性的人對於實體社群之網路行為意圖有正向顯著影響。(12)女性或年紀大的人格特質-神經質的人對於實體社群之網路行為意圖有正向顯著影響。(13)具高收入的人格特質-友善性的人對於實體社群之網路行為意圖有正向顯著影響。(14)男性的人格特質-審慎性的人對於實體社群之網路行為意圖有正向顯著影響。 The purpose of this study is to investigate the effect of big five personality traits on conformity and Internet group buying intention of physical communities. After survey 155 on-the-job graduate students from eight universities, the results show that: (1) Extraversion has a positive effect on informational herd behavior intention for females. (2) Neuroticism has a positive impact on the informational herd behavior intention. (3) Agreeableness has a positive impact on informational herd behavior intention for those who have low income or with no Internet group buying experience. (4) Conscientiousness has a positive effect on informational herd behavior intention for males, elders, those who have Internet group buying experience or low income. (5) Extraversion has a positive effect on normative herd behavior intention for elders or people who have high income. (6) Neuroticism has a positive effect on normative herd behavior intention. (7) Agreeableness has a positive effect on normative herd behavior intention. (8) Conscientiousness has a positive effect on normative herd behavior intention for people who have low income. (9) Normative herd behavior intention has a positive effect on Internet group buying behavior intention of physical communities for males, no Internet group buying experience or young people. (10) Extraversion has a positive effect on Internet group buying behavior intention of physical communities for elders or people who have high income. (11) Openness to experience has a positive effect on Internet group buying behavior intention of physical communities for elders. (12) Neuroticism has a positive effect on Internet group buying behavior intention of physical communities for females or elders. (13) Agreeableness has a positive effect on Internet group buying behavior intention of physical communities for people who have high income. (14) Conscientiousness has a positive effect on Internet group buying behavior intention of physical communities for males.
