The Influence of Brand Personality, Consumer Personality and Hedonism of Retail Store Environment on Electronic Word of Mouth Communication - Mediating Effect of Brand Love

• Main Authors: HSIEH, MENG-KO, 謝孟格
• Other Authors: LIAW, GOU-FONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4255u8

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 106 === Physical stores need to reexamine their existing meaning and value since popularity of internet has changed people’s consuming behaviors. Due to diversity of brands and complexity of consumer psychology, if brands want to make consumers have brand love to the brands, the brands should connect consumers through their cognition gradually. Nowadays, successful marketing strategies mostly are based on rapid diffusion of internet. The purpose of this study is to understand when consumers face a large amount of competitive brands to choose, what roles brand personality and consumer personality play in affecting consumers’ brand love toward specific brands. In the era which social network become primary communicating medias, can hedonism of retail store environment be one of methods to enrich sensory experience of physical stores, further more, stimulate consumers willing to spread information of brands they love; Integrating online and offline marketing strategies for promoting desire of people to visit physical stores again is a useful and popular way. This study chose consumers of Me generation in Taiwan as research subjects and received 397 effective questionnaires. The result of this study showed Sincerity, Excitement, Competence and Sophistication of brand personality positively affected the brand love of Me generation consumers in Taiwan; Agreeableness of consumer personality can positively influence the relationship between Competence of brand personality and brand love, and Emotional stability of consumer personality can positively affect the relationship between Sincerity of brand personality and brand love as well. However hedonism of retail store environment didn’t be proved to have moderation effect between brand love and electronic word of mouth communication in this study, brand love still positively and directly influence electronic word of mouth communication. Depending on the result, this study futher proposed advices for business managers and future researchers as consultation.