會議論文
| 學年 | 101 |
|---|---|
| 學期 | 1 |
| 發表日期 | 2012-10-29 |
| 作品名稱 | A Clash of Personality? The Impact of Consumer Personality on Brand Personality and Word-of-Mouth: Generation as the Moderator |
| 作品名稱（其他語言） | |
| 著者 | Liao, Shu-Hsien |
| 作品所屬單位 | |
| 出版者 | |
| 會議名稱 | 2012 International Conference on Sustainable Innovation |
| 會議地點 | Germany |
| 摘要 | Personality is an inner psychological term known as a set of specified factors distinguishing from an individual to other individuals. Such significant differences not only influence consumer behaviour and his/her reflection to a specific brand, but also lead to a variety of effective marketing strategies for brand manufacturers to meet the needs of consumers. The study mainly aims to investigate the relationship among consumer personality (CP), brand personality (BP), and word-of-mouth (WOM) while generation plays a moderating role with social-cognitive perspective through factor analysis, CP is divided into various types, including 'conservativeness', 'openness', 'conscientiousness', and 'extraversion'. On the other hand, BP is divided into 'excitement', 'ruggedness', 'competence', and 'sophistication'. Based on 405 collected samples of Nike shoes users, we use structural equation modelling to examine several hypotheses in this study. The empirical results indicate that: 1) BP serves as a partial mediator between CP and WOM; 2) Generation has the moderating effect on the relationship among CP, BP and WOM. Moreover, this study discovers that Nike has higher positive WOM when consumers tend to have conservativeness personalities or consider Nike as a competence brand. |
| 關鍵字 | consumer personality;brand personality;word-of-mouth;WOM, consumer behaviour;social-cognitive perspective;SCP;generation;moderating effect;structural equation modelling;SEM;Nike shoes;Nike shoe users;conservative;openness;conscientious;extravert;excitement;ruggedness;competence;sophistication |
| 語言 | en |
| 收錄於 | |
| 會議性質 | 國際 |
| 校內研討會地點 | 無 |
| 研討會時間 | 20121029~20121030 |
| 通訊作者 | |
| 國別 | DEU |
| 公開徵稿 | |
| 出版型式 | |
| 出處 | 2012 International Conference on Sustainable Innovation |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110285 ) |