博碩士論文 109451017 詳細資訊




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姓名 王成業(Cheng-Ye Wang,)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 探討人格特質對咖啡喜好影響之研究
(The effects of personality traits on coffee preference)
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摘要(中) 人格特質會影響一個人的思考、行動甚至喜好,大五人格廣泛應用於飲食行為分析的研究。台灣由於咖啡館林立造就了眾多的咖啡飲用人口,消費者也各自有其偏愛的咖啡種類。因此本研究試圖從受測者的大五人格特質探討對於咖啡飲用習慣上的影響。
飲用頻率上,黑咖啡飲用天數正相關謹慎負責性,並具有3%解釋力;無糖拿鐵飲用天數負相關親和性,並具有6.5%解釋力;有糖拿鐵飲用天數負相關外向性、謹慎負責性、開放性,並分別具有5.7、2.3、3.1%解釋力,同時以此三種人格進行多元回歸的解釋力達7.2%;日常有咖啡飲用習慣者,人格特質影響的顯著性會更加明顯。飲用偏好上,以大五人格分數應用支持向量機進行咖啡種類的喜好預測,準確率達74.1%。總體可發現咖啡飲用習慣的確與受測者的人格特質具有關聯性。

關鍵字:大五人格、咖啡飲用、飲用頻率、飲用偏好、支持向量機
摘要(英) Personality can affect thoughts, actions and preferences. The big five personality traits are widely used in dietary behavior research. Taiwan has a large coffee drinking population due to the numerous cafes. Consumers have their own preferred types of coffee.So, this study attempts to find the relationship between big five personality trait and coffee drinking habit.
In drinking frequency, days of black coffee drinking is positive to conscientiousness, explaining 3%. Days of sugar-free latte drinking is negative to agreeableness, explaining 6.5%. Days of latte drinking is negative to extraversion, conscientiousness, and openness, explaining 5.7, 2.3, and 3.1%. It explains 7.2% of the latte drinking days when combining three personality traits. Daily drinking′s people have more obvious in personality traits.
In drinking preferences, people like black coffee and sugar-free latte. Prefer for black coffee than sugar-free latte, with higher agreeableness and conscientiousness. Prefer for black coffee than latte, with higher emotional stability. There is no significant difference in personality traits between sugar-free and latte
In drinking preference, the Support Vector Machine was used to predict the coffee preference with the big five personality, and the accuracy was 74.1%. In summary, the personality traits can affect consumers’ coffee drinking habits.

Keyword: Big five personality traits, coffee drinking, drinking frequency, drinking preference, Support Vector Machine
關鍵字(中) ★ 大五人格
★ 咖啡飲用
★ 飲用頻率
★ 飲用偏好
★ 支持向量機
關鍵字(英) ★ Big five personality traits
★ coffee drinking
★ drinking frequency
★ drinking preference
★ Support Vector Machine
論文目次 中文摘要 i
Abstract ii
目錄 iii
表目錄 v
一、 緒論 1
1-1 研究背景 1
1-2 研究缺口 1
1-3 研究架構 2
二、 文獻探討 3
2-1 人格特質 3
2-2 大五人格 5
2-3 飲食行為與大五人格 8
2-4 咖啡攝取與人格特質 11
2-5 國人咖啡偏好 12
2-6 支持向量機 13
三、 研究方法 15
3-1 研究方法及架構 15
3-2 資料分析 17
四、 實驗結果 19
4-1 受測者基本資料 19
4-2 飲用頻率與人格特質間關聯 24
4-3 咖啡喜好與人格特質間關聯 28
五、 討論 31
六、 結論 37
七、 建議與未來研究 38
八、 參考文獻 39
九、 附錄 51
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指導教授 許秉瑜(Ping-Yu Hsu,) 審核日期 2022-6-29
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