本研究主要在探討消費者個性、顧客滿意度與網路口碑之間的關聯性，以手機品牌「NOKIA」的使用者作為研究樣本，採用有效問卷為318份。本研究透過線性結構化方程式模型，將消費者個性對顧客滿意度與網路口碑的影響進行實證分析，並驗證手機功能類型的調節效果。研究結果發現消費者個性對網路口碑之影響中，顧客滿意度具部分中介效果。同時經由調節效果分析可得知，不論受測者使用的為普通型或智慧型手機，在顧客滿意度對網路口碑的影響上有調節效果。

This study mainly investigates the relationships among consumer personality, customer satisfaction, and online word-of-mouth. The present study collects 318 users of the cellphone “NOKIA” to empirically investigate the relationships among consumer personality, customer satisfaction, and online word-of-mouth, and examines the moderating effect of cellular phone function. By manipulating structural equation modeling （SEM）, the research results indicate that customer satisfaction as a partial mediator between consumer personality and online word-of-mouth. The other findings specify the substantial moderating effect of cellular phone function in consumer personality, customer satisfaction, and online word-of-mouth.

目錄
第一章 緒論	1
1.1研究背景	1
1.2研究動機	2
1.3研究目的	5
1.4研究流程	5
第二章 文獻探討	7
2.1手機相關文獻探討	7
2.1.1智慧型手機產品之定義	7
2.1.2智慧型手機產品特色	7
2.1.3諾基亞（NOKIA）介紹	8
2.2消費者個性	9
2.2.1人格特質的定義與歷史	9
2.2.2消費者個性	14
小結	14
2.3顧客滿意度	15
2.3.1顧客滿意度的定義與歷史	15
小結	17
2.4網路口碑	18
2.4.1口碑的定義	18
2.4.2網路口碑的定義	20
2.4.3傳統口碑與網路口碑之比較	21
2.4.4網路口碑的構面	23
小結	23
2.5研究假設	23
2.5.1消費者個性與顧客滿意度的關聯性	23
2.5.2顧客滿意度與網路口碑的關聯性	24
2.5.3消費者個性與網路口碑的關聯性	25
2.5.4消費者個性、顧客滿意度與網路口碑的關聯性	25
2.5.5手機功能類型的調節效果	26
2.6消費者個性、顧客滿意度與網路口碑之相關變項探討	27
2.6.1研究地圖綜合文獻探討比較	32
小結	34
第三章 研究方法	35
3.1研究架構	35
3.2操作型定義與變項衡量	35
3.2.1消費者個性	36
3.2.2顧客滿意度	36
3.2.3網路口碑	36
3.2.4個人變項	37
3.3研究樣本及取樣程序	38
3.4訪談問卷、預試問卷與信效度分析	38
3.4.1消費者個性之訪談問卷	38
3.4.2預試問卷	40
3.4.3系統性偏誤	40
3.4.4信效度分析	41
3.5資料分析方法	45
第四章 資料分析與結果  47
4.1樣本結構分析	47
4.2因素分析	48
4.3估計方法之選擇	51
4.4測量模型分析	52
4.4.1驗證性因素分析	52
4.4.2信度分析	54
4.4.3效度分析	55
4.4.4二階因素測量模型分析	57
4.4.5一階與二階因素測量模型分析之比較	62
4.5相關分析	63
4.6理論模型分析	65
4.7研究假設檢定	66
4.8 普通型與智慧型手機兩群體之分析	67
4.8.1相關分析	68
4.8.2手機功能的調節效果	70
第五章 結論與建議	  72
5.1研究結論	72
5.2管理意涵	73
5.3研究限制	76
5.4未來研究方向及建議	77
參考文獻	 80
中文文獻	80
英文文獻	83
附錄一:消費者個性訪談問卷	95
附錄二:正式問卷	97
 
表目錄
表1-1   2010年各廠商終端用戶手機銷量數據	3
表2-1   人格特質定義彙整表	10
表2-2   Costa and Mccrae（1992）五大人格特質之特徵	13
表2-3   顧客滿意度定義彙整表	16
表2-4   口碑定義彙整表	19
表2-5   網路口碑定義彙整表	21
表2-6   網路口碑與傳統口碑之比較	22
表2-7   研究地圖綜合文獻探討	29
表3-1   個人變項	37
表3-2   本研究之消費者個性	39
表3-3   預試問卷題項分配及信度統計表	41
表3-4   預試問卷項目統計量及項目總和統計量	42
表4-1   人口變項之分布情形	47
表4-2   消費者個性之KMO與Bartlett檢定	49
表4-3   因素分析之結果	49
表4-4   轉軸後之成分矩陣	49
表4-5   觀察變項之平均數、標準差、偏態與峰度	51
表4-6   CFA判斷標準一覽表	52
表4-7   各變項之一階驗證性因素分析結果表	53
表4-8   正式問卷一階因素信度分析結果表	54
表4-9   一階因素建構信度	55
表4-10  一階因素收斂效度分析結果表	55
表4-11  一階因素區別效度	56
表4-12  正式問卷二階因素信度分析結果表	60
表4-13  二階因素建構信度	61
表4-14  二階因素收斂效度分析結果表	61
表4-15  二階因素區別效度	62
表4-16  一階與二階因素分析結果之比較	62
表4-17  構面相關矩陣	64
表4-18  變項路徑圖	66
表4-19  直接效果與間接效果	67
表4-20  普通型手機群體之模式相關矩陣表	69
表4-21  智慧型手機群體之模式相關矩陣表	70
表4-22  調節變數：χ2 及df的不同程度在各變項層級	70
表4-23  路徑限定：未限定	71
表5-1   假設驗證結果彙整表	72
圖目錄
圖1-1全球智慧型手機作業系統市佔比率	4
圖1-2研究流程	6
圖2-1 研究地圖	28
圖3-1 研究架構	35
圖4-1 二階驗證性因素初始模式圖	58
圖4-2 二階驗證性因素最終模式圖	59
圖4-3研究路徑圖	65
圖5-1後續研究發展圖	79

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