| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟與管理學系應用經濟學碩士班 === 103 === This study examines the moderating effects of personality traits (agreeableness, selfmonitoring, self-efficacy, neuroticism, machiavellianism, and narcissistic) on the relationship between reference group and brand attitude. Questionnaire is used as tool to test consumers‘ personality, attitude about the spokespersons and the brand. The results show that the spokesperson has a direct effect on consumers‘ attitude toward the brand, however, only some personality traits, such as self-monitoring, neuroticism and narcissistic moderated the relationship between reference group and brand attitude when multiple regression is used to test hypotheses.
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