Moderating Effect of Personality On the Relationship Between Perceived Value and Behavioural Intentions of Electronic Brand Customers in Kenya

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.