本文针对中小型电商营销策略与顾客满意度进行研究，以人格特质和生活型态为控制变项，进行相关分析和因果关系验证。透过结构方程模式发现人格特质对顾客满意度存在显着的正向影响，生活型态对不同营销策略的接受程度存在显着的正向影响，不同营销策略对顾客满意度存在显着的正向影响。开放性、严谨性、外向性、友善性和情绪稳定性五种人格特质的顾客中，对中小型电商所提供的平台购物环境重视程度显着高于对产品质量和服务质量的重视程度。潮流新贵、外向领袖和理智持家三种生活型态的顾客中，对非促销的营销策略的重视程度明显高于促销型的营销策略，因此在宣传上应侧重产品质量、价格较低、更优质的配送与售后服务的宣传，而非着重经常发送商品广告、邀请当红的明星为代言人、特卖专场活动、限时抢购活动及各种节假日相应的主题促销活动等促销策略的宣传。

关键词：人格特质、生活形态、营销策略、顾客满意度、结构方程模式

In this paper, we study the marketing strategies and customer satisfaction of small and medium e-commerce enterprises. To take personality traits and lifestyles as control variables conduct correlation analysis and causality verification. Through the structural equation model, it is found that personality traits have a significant positive impact on customer satisfaction, lifestyles have a significant positive impact on the acceptance of different marketing strategies, and different marketing strategies have significant positive effects on customer satisfaction influences. Among openness, rigor, extroversion, friendliness, and emotional stability five types of personality traits customers, the importance of platform shopping environment provided by small and medium e-commerce enterprises is significantly higher than that of product quality and service quality. Among trendy upstarts, extroverted leaders, and sensible housekeeping three types of lifestyle styles customers, the importance of non-promotional marketing strategies is significantly higher than that of promotional marketing strategies. Therefore, the publicity should focus on the promotion of product quality, lower prices, better delivery, and after-sales service, instead of focusing on frequently sending product advertisements, inviting popular celebrities as spokespersons, special sales events, limited-time rush activities and the corresponding theme promotions on various holidays. 

Keywords: Personality Traits, Lifestyles, Marketing Strategies, Customer Satisfaction, Structural Equation Model