Open AccessRelationship between Personality, Perceived Value and Behavioral Intention of Selected Electronic Brand Customers in Kenya
Author(s) -
Kiprop Eric Kibos,
Mukoswi Robert Odunga,
Kipkirui Daniel Langat
Publication year - 2019
Publication title -
research in business and management
Language(s) - English
Resource type - Journals
ISSN - 2330-8362
DOI - 10.5296/rbm.v7i1.15837
Subject(s) - psychology , personality , population , advertising , value (mathematics) , structural equation modeling , social psychology , marketing , perception , business , statistics , demography , mathematics , neuroscience , sociology , machine learning , computer science
The main purpose of the study was to investigate the relationship between perceived value, personality and behavioural intention of consumers of electronic brand in Kenya. The study was guided by: theory of reasoned action, consumption value theory and big five personality traits theory. The study adopted explanatory research design while the target population was 32,567 customers from which a sample of 400 respondents was obtained using multi-stage sampling procedure. Data was collected using questionnaires and analyzed using hierarchical regression. The results revealed that customer perceived brand value (β=.342; P 0.05). The main theoretical contribution of the study findings to the body of knowledge is on the effect of perceived sacrifices on behavioural intention and on how customer personality moderates this relationship. To survive and become competitive in the marketplace electronic firms need to focus on offering brands that reflect customer personality and at the same time that offer brand value while focusing on reducing customer perception of sacrifice.