電子商務市場因智慧型裝置普及化後日益競爭，如何能在眾多競爭者中脫穎而出、開創商機，是與消費者最為相關的大型B2C網購平台需要不斷思考並執行的難題，電商業者若想在競爭激烈的網購市場中突出，必須投入更多心力平台，增強本身特色並吸引消費者使用該平台的黏著度；過往針對消費者人格特質、品牌個性和購買意願的關係，多藉由Grubb and Grathwohl (1967)提出的一致性理論為探討基礎，過去也未曾有研究使用針對電商平台制定之品牌個性量表，因此本研究將人格特質及網路品牌個性納入消費者購買意願相關討論。
基於以上背景，本研究將針對人格特質、網路品牌個性和購買意願進行深入探討，前測先回收47份有效問卷，並確認各構面皆具備良好信效度後，發放正式問卷，共回收247份問卷，其中有效問卷為229份，逐步進行敘述性統計、信效度、相關係數、迴歸分析和中介效果檢定，實證結果如下：
一、 五大人格特質中具備外向性、宜人性、開放性和嚴謹性的消費者對網路品牌個性偏好皆呈現顯著正向關係。
二、 網路品牌個性構面中，具分享、吸引力和積極之網路品牌個性的電商平台對購買意願呈現正向顯著關係。
三、 具外向性、開放性構面之消費者會因偏好網路品牌個性的分享和吸引力構面產生中介效果，並對購買意願有正面顯著影響。
四、 具開放性構面之消費者會因偏好網路品牌個性的積極構面產生中介效果，並對購買意願有正面顯著影響。

關鍵字：電子商務、B2C電商平台、人格特質、網路品牌個性、購買意願

SUMMARY
The e-commerce market has become increasingly competitive due to the popularization of smart devices, and how to stand out among the competitors and create business opportunities is a difficult problem that B2C online shopping platforms, which are most relevant to consumers, need to constantly think about and implement. The relationship between consumer personality traits, brand personality, and purchase intention has mostly been explored based on the consistency theory proposed by Grubb and Grathwohl (1967), and no previous studies have used brand personality scales developed for e-commerce platforms.
Based on the above background, this study conducted an in-depth study on personality traits, online brand personality, and purchase intention. 47 valid questionnaires were collected in the pre-test, and after confirming that all constructs had good reliability and validity, formal questionnaires were distributed. 247 questionnaires were collected, of which 229 were valid. The empirical results are as below:

1.Consumers with BIG5 personality traits of extroversion, agreeableness, openness, and conscientiousness all showed a positive relationship with online brand personality preference.
2. Among the brand personality profiles, e-commerce platforms with sharing, attractive and aggressiveness online brand personality show a positive and significant relationship with purchase intention.
3. Consumers with extroversion and openness profiles are mediated by their preference for sharing and attractive online brand personality profiles and have a positive and significant effect on purchase intention.
4. Consumers with an openness profile are mediated by their preference for the aggressiveness aspects of online brand personality and have a positive and significant impact on purchase intentions.

Keywords: e-commerce, B2C, personality, E-brand personality, purchase intention

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