五大人格特質、自我概念與社會責任消費之關聯探究

Abstract

隨著全球問題日益嚴重和社會責任意識的提升，消費者的購買行為和決策動機逐漸發生變化。由於針對社會責任消費此一新興消費模式的相關研究仍較缺乏，且過去較少討論消費者心理因素(如：人格特質、自尊等)對社會責任消費的影響，故本研究旨在探討五大人格特質(外向性、友善性、嚴謹性、神經質、開放性)對社會責任消費的影響，並以自尊作為中介變數進行分析，進一步探討自尊在人格特質與社會責任消費之間所發揮的作用。本研究研究目的包含： (1) 探討五大人格特質與社會責任消費的關係 (2) 分析自尊在人格特質與社會責任消費間的中介作用 (3) 深化對消費者行為心理機制的理解 本研究使用SPSS與SmartPLS-4作為分析工具，並使用線上問卷進行資料蒐集，研究結果顯示，在人格特質與自尊的關係中，外向性、嚴謹性、神經質、開放性皆與整體自尊密切相關；在人格特質與社會責任消費的關係中，外向性、嚴謹性、開放性與社會責任消費呈顯著正相關；而在自尊的中介作用分析中，自尊在神經質與社會責任消費之間具有顯著的完全中介作用。 本研究深化人格特質、自尊與社會責任消費之間關係的理解，為企業相關實務應用提供建議，有助於制定更精準的市場劃分與行銷策略。未來研究可進一步探討其他可能的中介或調節變數、擴大樣本範圍，或結合質性研究分析消費者動機，深入了解消費者購買決策背後複雜的心理因素。

As global issues receive more attention and social responsibility awareness increases, consumers’ purchasing behaviors and motivations are changing. Since there is still limited research on this emerging trend of socially responsible consumption, and few studies have explored how psychological factors (such as personality traits and self-esteem) affect this behavior, our study aims to examine how the Big Five personality traits (extraversion, agreeableness, conscientiousness, neuroticism, and openness) influence socially responsible consumption. We also analyze the role of self-esteem as a mediator to between personality traits and socially responsible consumption. The main objectives of this study are: (1) To explore the relationship between the Big Five personality traits and socially responsible consumption. (2) To analyze the mediating effect of self-esteem between personality traits and socially responsible consumption. (3) To deepen our understanding of the psychological mechanisms behind consumer behavior. We used SPSS and SmartPLS-4 for data analysis and collected data through online surveys. Our findings show that extraversion, conscientiousness, neuroticism, and openness are closely related to overall self-esteem. Extraversion, conscientiousness, and openness have significant positive correlations with socially responsible consumption. In the mediation analysis, self-esteem fully mediates the relationship between neuroticism and socially responsible consumption. This study enhances our understanding of the relationship between personality traits, self-esteem, and socially responsible consumption. It provides practical suggestions for businesses, helping them develop more precise market segmentations and marketing strategies. Future research could explore other potential mediating or moderating variables, expand the sample size, and combine qualitative research to analyze consumer motivations, gaining deeper insights into the complex psychological factors behind consumer purchasing decisions.