원문정보
The Effects of Personality Traits on the Word of Mouth and Purchase Intention: Focused on Mobile Phone Buyers
초록
영어
The purpose of this study is to identify the influences of the personality traits to the online and offline word of mouth activities of consumers, and the influences of these word of mouth activities to the purchase intention. In order to establish a framework, this study investigated previous studies about the personality, word of mouth, purchase intention. Based of the existing research results, this study has drawn 3 hypotheses. Hypotheses of this study are as follows. 1. Personality traits will positively effect on the offline word of mouth activities. 2. Personality traits will positively effect on the online word of mouth activities. 3. Online and offline word of mouth activities will positively effect on the purchase intention. To accomplish this objective, a survey research was conducted. In empirical test, convenience 270 samples were used. SPSS14.0 and Amos7.0 is employed to test our hypotheses. The results are summarized as follows. Firstly, neuroticism and extraversion has effect on the offline word of mouth activities , neuroticism and openness to experience has effect on the online word of mouth activities. Secondly, online and offline word of mouth activities have positive effect on the purchase intention. In conclusion, theoretical and managerial implications of these results are discussed. Also, the limitation of this study and future research areas are proposed.