Abstract:
The purpose of the study was to examine the moderating effect of personality on the
relationship between perceived value and behavioural intentions of electronic brand customers.
The study adopted explanatory (causal) research design, while the target population was
32,567 customers drawn from major electronic retail firms located in Nairobi County. 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 and sacrifices influences behavioural intention of electronic
brand customers, while perceived logistic value does not. Additionally, the findings established
that customer personality moderates the relationship between customer perceived brand value,
logistic value and behavioural intention of electronic brand customers but does not moderate the
relationship between perceived sacrifices and behavioural intention of electronic brand
customers. The managerial implication of the study is that electronic firms need to retail brands
that reflect personalities of their target customers, while at the same time delivering desired
value so as to enhance positive behavioural intention towards their brands. The study provides
theoretical, policy and practical contribution to the field of marketing in relation to customer
perceived value, personality and behavioural intention of electronic brand customer.
