在數位化時代下，品牌建立門檻降低，消費者面臨更多品牌選擇，使品牌忠誠度成為重要課題。既有研究指出，外向性人格特質與品牌忠誠度具有密切關係，而社交貨幣價值可能為兩者之間的重要中介機制。因此，本研究旨在探討具外向性人格特質之消費者如何透過對社交貨幣價值各面向的評估而影響品牌忠誠度。本研究以Z世代之保養品牌消費者為研究對象，採用問卷調查法蒐集研究資料，並採用偏最小平方法結構方程模型(PLS-SEM)進行資料分析， 以驗證研究假設。
研究結果顯示: 1. Z 世代消費者的外向性人格特質並不會直接影響他們的品牌忠誠度，但這樣的特質會使他們更重視社交貨幣價值的累積;2. 在社交貨幣六個構面中，具備外向性人格特質的 Z 世代消費者對於「身份認同」、「資訊」 及「對話」的重視程度愈高，其品牌忠誠度也愈高;然而，他們對「推薦」、 「歸屬感」及「效用」的重視則不會提升其品牌忠誠度;3. 本研究建議保養品牌應重在塑造一致的品牌形象與價值主張、提供完整且透明的產品資訊，以及積極建立消費者互動與交流機制，方能有助於提升外向性人格特質消費者的品牌忠誠度。

In the digital era, consumers are faced with an increasing number of brand choices, making brand loyalty an important issue for marketers. Previous studies have suggested that extraversion personality traits are closely related to brand loyalty, while social currency may serve as an important mediating mechanism. Therefore, this study explores how consumers with extraversion personality traits influence brand loyalty through their evaluations of social currency. Generation Z skincare brand consumers were recruited as the research participants. Data were collected through a questionnaire survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS- SEM).
The results show that: (1) extraversion personality traits do not directly influence brand loyalty but positively affect consumers' evaluation of social currency; (2) among the six dimensions of social currency, identity, information, and conversation positively influence brand loyalty, whereas advocacy, affiliation, and utility do not; and (3) skincare brands should strengthen brand identity, provide transparent product information, and encourage consumer interaction to enhance brand loyalty among consumers with extraversion personality traits.

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