Relationship between personality, perceived value and behavioral intention of selected electronic brand customers in Kenya

Abstract

he 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<.000) has significant direct influence on behavioural intention of consumers of electronic brands, while perceived sacrifice (β=0.246; P<0.05) also has a direct significant influence on behavioural intentions of consumers of electronic brands. The findings further established that customer personality has significant moderating effect on the relationship between perceived brand value and behavioural intention of consumer of electronic brands (β= 0.038; P<.000), while having antagonistic moderating influence on the relationship between customer perceived sacrifices and behavioural intention of consumers of electronic brands(β=0.008; 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.