現在是全球蓬勃發展快速的時代，我們的生活水平及生活方便性提升都因為科技進步和資訊發達，但這也同時讓我們面臨許多嚴酷全球性負面問題像是訊息衝突、訊息超載與資訊管理困難等。現今社會設備可攜普及，行動上網及無線網路服務普遍，讓人們可簡單在網路上進行訊息交換、意見分享及搜尋資料。
本研究以人格特質為主軸針對意見領袖、顧客信任程度及品牌形象對網路正面口碑之影響性探討。本研究之目的在探討Ａ型、Ｂ型人格特質是否能影響顧客的正面口碑傳播。另外，在顧客關係管理中的自信心是否會干擾Ａ型、Ｂ型人格特質與網路正面口碑傳播。人格特質一直廣受學術界與實務界所重視。
本研究以服務業之顧客為研究對象，以結構式問卷蒐集資料。總共發出317份問卷，回收共317份，其中有效問卷302份，有效回收率為95%。
研究假說獲得支持，因此企業可針對對顧客A型、B型人格特質制定廣告等或是傳播內容，以增加獲利。
Today we are in an era of vigorous globalization. Because of the advancement of science、technology and information, our living standards and convenience have been improved. At the same time, we are also faced with many severe negative effects, such as information overload, information conflict and information management difficulties. In recent years, portable devices have become popular, and wireless networks and mobile Internet services have become common, making people good at exchanging information and sharing opinions on the Internet.
This research focuses on the influence of opinion leaders, consumer trust, and brand image on positive online word-of-mouth with personality traits as the main axis. The purpose of this research is to explore whether A、B type personality traits can affect customers' positive word-of-mouth communication. In addition, whether self-confidence in customer relationship management will interfere with A、B type personality traits and the spread of positive online reputation.
This research takes consumers in the service industry as the research object and collects data with structured questionnaires. A total of 317 questionnaires were sent out and a total of 317 copies were returned, of which 302 were valid questionnaires, and the effective response rate was 95%.
The research results show that both Hypothesis are consistent with the hypothesis result of this research. Finally, discuss the implications of theory and practice based on the results of this research.
