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Relationships between personality at...

Tsai, Lien-Hsiang.

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Relationships between personality attributes and Internet marketing.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Relationships between personality attributes and Internet marketing./
Author:	Tsai, Lien-Hsiang.
Description:	182 p.
Notes:	Chair: Mink H. Stavenga.
Contained By:	Dissertation Abstracts International64-01A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3078519
ISBN:	049399193X

Relationships between personality attributes and Internet marketing.
Tsai, Lien-Hsiang.

Relationships between personality attributes and Internet marketing. - 182 p.

Chair: Mink H. Stavenga.

Thesis (D.B.A.)--Alliant International University, San Diego, 2003.

<italic>The problem</italic>. The overall purpose of this research was to evaluate the effectiveness of personality attributes as predictors of consumer behavior in contrast to traditional demographic and geographic variables in the digital environment. New variables were needed to replace the traditional ones. This research suggested that personality variables were superior at predicting and segmenting online consumer behaviors.

ISBN: 049399193XSubjects--Topical Terms:

1017573
Business Administration, Marketing.

Relationships between personality attributes and Internet marketing.
LDR:02707nam 2200313 a 45 001 931657
005 20110429
008 110429s2003 eng d
020 $a 049399193X
035 $a (UnM)AAI3078519
035 $a AAI3078519
040 $a UnM $c UnM
100 1 $a Tsai, Lien-Hsiang. $3 1255234
245 1 0 $a Relationships between personality attributes and Internet marketing.
300 $a 182 p.
500 $a Chair: Mink H. Stavenga.
500 $a Source: Dissertation Abstracts International, Volume: 64-01, Section: A, page: 0222.
502 $a Thesis (D.B.A.)--Alliant International University, San Diego, 2003.
520 $a <italic>The problem</italic>. The overall purpose of this research was to evaluate the effectiveness of personality attributes as predictors of consumer behavior in contrast to traditional demographic and geographic variables in the digital environment. New variables were needed to replace the traditional ones. This research suggested that personality variables were superior at predicting and segmenting online consumer behaviors.
520 $a <italic>Method</italic>. This research evaluated four groups of consumer behaviors and examined geographic, demographic, and personality variables. The primary data were collected via a two-section Internet consumer behavior questionnaire. An on-line self-administered questionnaire was used to collect data. 322 subjects were selected from 457 questionnaires.
520 $a This questionnaire consisted of a total of 17 questions divided into two sections, and computer component products were selected for testing. Respondents were selected from the sampling frame in America and Taiwan. Two equivalent versions of questionnaire were developed for respondents in the United States and Taiwan.
520 $a <italic>Results</italic>. The result of this research showed significant relationships between personality variables and online consumer behaviors of respondents. This research suggested two astonishing points. First, demographic and geographic variables were less effective as tools in predicting and segmenting online consumer behaviors in contrast to personality variables, which were much more effective. Second, personality variables offer effective segmentation, and the ability to distinguish online consumer behaviors. Based on personality variables, marketers could successfully identify marketing niches for products or services of interest.
590 $a School code: 1389.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Psychology, Personality. $3 1017585
690 $a 0338
690 $a 0625
710 2 0 $a Alliant International University, San Diego. $3 1022526
773 0 $t Dissertation Abstracts International $g 64-01A.
790 $a 1389
790 1 0 $a Stavenga, Mink H., $e advisor
791 $a D.B.A.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3078519