The main purpose of the study was to investigate the relationship between perceived value,\npersonality and behavioural intention of consumers of electronic brand in Kenya. The study\nwas guided by: theory of reasoned action, consumption value theory and big five personality\ntraits theory. The study adopted explanatory research design while the target population was\n32,567 customers from which a sample of 400 respondents was obtained using multi-stage\nsampling procedure. Data was collected using questionnaires and analyzed using hierarchical\nregression. The results revealed that customer perceived brand value (Beta =.342; P<.000) has\nsignificant direct influence on behavioural intention of consumers of electronic brands, while\nperceived sacrifice (Beta =0.246; P<0.05) also has a direct significant influence on behavioural\nintentions of consumers of electronic brands. The findings further established that customer\npersonality has significant moderating effect on the relationship between perceived brand\nvalue and behavioural intention of consumer of electronic brands (Beta = 0.038; P<.000), while\nhaving antagonistic moderating influence on the relationship between customer perceived\nsacrifices and behavioural intention of consumers of electronic brands(Beta =0.008; P>0.05). The\nmain theoretical contribution of the study findings to the body of knowledge is on the effect\nof perceived sacrifices on behavioural intention and on how customer personality moderates\nthis relationship. To survive and become competitive in the marketplace electronic firms need\nto focus on offering brands that reflect customer personality and at the same time that offer\nbrand value while focusing on reducing customer perception of sacrifice.
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