소비자의 성격이 온라인 쇼핑몰에 대한 몰입과 구전의도에 미치는 영향

초록

The current study investigates relationships personality have effects on word-of-mouth intention. This causal relationship is mediated affective commitment and calculative commitment. Study samples composed of ages between 20s and 30s who have prior experiences in online shopping purchases. Total of 248 valid data were collected and analyzed. The results indicated extraversion and neuroticism significance on both affective commitment and calculative commitment. The agreeableness showed significance on affective commitment. The conscientiousness showed significance on calculative commitment. But openness showed no significance on both affective commitment and calculative commitment. Both affective and calculative commitment showed significance on word-of-mouth intention but higher dependency was appeared on former Based on the empirical analysis, it was confirmed that consumer personality is the antecedents which influences commitment and word-of-mouth intention in online shopping, and that it can be considered as a segmentation variable. Therefore, marketing practitioner is advised to study about how they can understand consumer personality and what marketing strategies they will adopt, which will help improve the marketing performance.

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