布袋戲是我國的傳統文化，由從前在戶外的表演演變為每週發行的劇集，更成為臺灣意象的代表。本研究主要探討布袋戲消費者之人格特質與生活型態對布袋戲商品消費行為之影響，透過網路及實地發放問卷，以因素分析、集群分析、迴歸分析、單因子變異數分析及卡方檢定等方法進行實證研究，所獲得的結果如下：布袋戲消費者之人格特質，偏向於無紀律及實驗特質；而生活型態有社會中堅族群、動靜皆宜佼佼者、文靜氣質群及了無生趣群四類。布袋戲消費者越具謹慎性特質則對消費決策之評估方案越具顯著性影響；而越具外向性特質，雖對消費決策之評估方案之影響越弱，但越會影響其布袋戲商品之購買管道；而越具友善性特質影響布袋戲商品之購後結果會越強。而不同生活型態集群對消費決策之需求確認、評估方案具有顯著的影響。

The puppet show is the Taiwan’s traditional culture, it shows from in outside past to new film every week now, and becomes Taiwan’s image at present. This research attempts to explore the influence of personal characteristic and life style to consumer behavior for puppet show. Through internet and visit questionnaire survey, and using statistical method as factor analysis, cluster analysis, regression, one-way ANOVA and χ2 test. As a Result, most puppet consumers incline to undisciplined and experimental characteristic; and the higher of conscientiousness, puppet consumers buy puppet products will more alternative evaluation; and the higher of extraversion, puppet consumers buy puppet products will less alternative evaluation and more influence of buy channel; and the higher of agreeableness, puppet consumers will more satisfaction after buying. Life style classifies four groups, and each life-style group is positively significant to need recognition and alternative evaluation in consumer’s decision-making.