The relationship between consumer personality traits and celebrity personality traits

IF 2.3 Q3 BUSINESS

Journal of Asia Business Studies Pub Date : 2023-06-16 DOI:10.1108/jabs-08-2022-0278

Shahzeb Hussain, Suyash Khaneja, Kinnari Pacholi, W. Yousef, Michael Kourtoubelides

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Abstract

Purpose This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention. Design/methodology/approach Data were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling. Findings The findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention. Originality/value The study introduces a celebrity personality scale and explores a topic that has not previously been researched.

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消费者人格特质与名人人格特质的关系

目的本研究旨在探讨消费者的人格维度与名人的关系；名人人格对名人态度的影响；以及对名人的态度对购买意愿的影响。设计/方法/方法收集了来自英格兰北部400名受访者的数据，以探索五个消费者人格维度（宜人性、外向性、开放性、尽责性和神经质）与九个名人人格维度之间的联系（神经质、外向性、开放性、宜人性、尽责性、真诚性、兴奋性、时尚性和积极性），并使用结构方程模型进行分析。研究结果表明，消费者人格的某些维度，即尽责性、外向性和开放性，与所有名人人格维度都显著相关。此外，所有名人人格维度都对消费者对名人的态度产生了显著影响；只有神经质、外向性、开放性、真诚性和积极性对购买意愿有显著影响。最后，对名人的态度对购买意愿有显著影响。独创性/价值该研究引入了名人个性量表，并探讨了一个以前没有研究过的话题。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Asia Business Studies BUSINESS-

CiteScore

6.20

自引率

10.30%

发文量