2004年的台灣經濟產值結構，服務業(不含金融服務業)已經高達四兆七千五百四十六億元，占國內生產毛額(GDP)比率高達57.14\\%，這已經是連續10年服務業產值佔台灣GDP超過50\\%。
從1980年代的製造業80\\%，服務業20\\%；轉型成服務業超過50\\%，在這樣重大的產業質變背後，事實上也代表了台灣正面臨劇烈的生活型態轉變、產業結構轉型、而消費者人格特質在受到商品化模式的多元影響下，將使其在購物決策產生量變。由於3C通路是台灣服務業中的代表性產業，因此3C通路的消費者購物決策模式，如何受到其人格特質的影響，及受影響的原因與過程，就成為相當有價值的研究領域。
本次論文以「消費者人格特質對3C通路購物決策的影響」為題，發出181份問卷，得到135份有效問卷，並以下列五種統計，進行資料分析。
(一)敘述性統計分析
以次數分配、百分比、平均數與標準差等描述樣本基本資料的分配情形，讓樣本資料可以清楚的呈現於論文之中。
(二)因素分析
主要對於人格特質、自我控制、品牌信任與情感、購買意願與3c賣場購物狀況進行因素分析，將複雜的問題進行資料刪減，找出最適合的共同因素。
(三)信度分析
利用 Cronbach’s alpha係數來對於各構面變項之一致性分析，並用來解釋研究之可信度.
(四)T檢定
T檢定是一測定樣本平均數差異的方法.本研究主要檢定不同的客戶特性
對消費者對於購買意願否有顯著差異.
(五)複迴歸分析
探討兩組數據之間是否具有特定關係，將透過複迴歸分析進行探討與了解。

經過分析後，可知消費者人格特質對購物決策確實存在著影響,這其中對三C購物環境的喜好度會轉換成品牌信任及品牌情感，但是只有對通路品牌建立信任時，對購物決策會有影響。如果品牌情感時，對購物決策是不會產生影響的。
由上述摘要可知，3C通路如果要影響消費者購物決策，努力建議品牌信任的各種行銷方式，才是較有效的方法。一味的採取品牌情感式的促銷折價等，有效性是令人質疑的。

Since 2004 the service industrials〈not include financial service industrials 〉 of output value of Taiwan’s economy have been over 4,7546,0000,0000 NT doller,which is at the level of 57.14﹪of GDP. The output value of service industrials of GDP have been over 50﹪for ten years.
From 1980’s 80﹪manufacture industrials and 20﹪service industrials of economy structure, service industrials changed and became new style, which was over 50﹪of overall economy . At these huge change in industrials; in fact, it also meant there was big change in style of life and industrial structure in Taiwan. When the personality of consumers was affected by diversification of goods, consumers would have different purchasing decisions in 3C distribution channels. Because 3C distribution channels are representatives in Taiwan’s service industrials, they becomes very important . We have interest on how to affect consumers’ personality and what is the reason and process.
The subject of thesis is the analysis of shopping decision in the 3C distribution channel with consumer’s personality . I sent 181 questionnaires and got 135 valid questionnaires. And I analyzed information by five statistic processes.
1.Descriptive statistics：
To understood sample information by using frequence distribution, percentage ,average and standard deviation.
2.Factor analysis：
To find common fittest factors. Therefore, we reduced data from complex questions of personality, self-control, brand trust and affect, purchase willing and purchasing situation of 3C distribution channels.
3.Reliability analysis：
To understand reliability of study by using Cronbach’s alpha coefficient of constructs.
4.One-sample t test：
T test is a method of valuing difference of sample average. We want to understand if there is any difference between different customers’ feature and purchase willing.
5.Regression：
To understand relationship between two set samples through regression analysis.

After analysis, we can know consumer’s personality indeed has impact on purchasing decision. We can know when consumers trust 3C distribution channels, they would be affected. But when consumers have feeling on brand of 3C distribution channels, they don’t have any different on their purchasing decision.
From above, we know if we want to affect consumer’s decision. And we must work hard to provide any kind of marketing strategy. If 3C distribution channels always use promotion of brand’s affect, we don’t believe its effect on consumers.

中文部分
1.鍾佳豪，1990，品牌資產與銷售人員在服務業中的互動效果--以三家壽險公司為例〈國立台灣科技大學企業管理系碩士論文〉
2.吳嘉慧，1991，顧客關係利益與忠誠度之探討—從資訊不對稱屬性分析民　〈校院名稱: 東吳大學碩士論文〉
3.簡詠喜，1991，產品價值、品牌信任、品牌情感與品牌忠誠度關係之研究〈淡江大學國際貿易學系碩士論文〉
4.張翊祥，2004，團隊成員人格特質組合對團隊效能影響之研究─以團隊互動過程為中介變項〈中原大學企業管理學系碩士論文〉
5.張凱祥，2004，通路移轉下直銷產品進入連鎖體系之購買意願分析〈高雄第一科技大學行銷與流通管理系〉
參考網站
　http://www.etmall.com.tw/Pages/Home.aspx 東森購物網路商城
2.http://easydm.blogspot.com/2004/03/blog-post.html
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10.虛擬通路產業行銷策略成功之關鍵因素　明邦樵 先生
11. pchome本報訊
12.燦坤實業股份有限公司http://www.tkec.com.tw/tkec/index.jsp
http://member.giga.net.tw/skeannabelle/annabelle/b1.htm
13.全國數位生活館http://www.elifemall.com.tw/index.htm
14.順發電腦3C網站http:// www.sunfar.com.tw/
15.http://www.it.nccu.edu.tw/emba/emba_seminar2003/03.pdf

英文部分

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