The Effects of Personality Characteristics of Consumer on Repurchase Intention and Brand Loyalty Towards IT Products

Abstract

This study examines the effects of personality traits of e-commerce users on IT product repurchase intention and brand loyalty by extending the Expectation Disconfirmation Theory (EDT) based on the Five-Factor Model. The proposed model is tested by a path analysis by using AMOS 18.0 based on the data from 398 survey respondents in Seoul, Korea who had experience in purchasing an IT product through e-commerce. According to the empirical analysis, among personal characteristics, 'agreeableness' was found to have an indirect impact in repurchase intention through satisfaction, but a direct impact on brand loyalty. As for 'conscientiousness', it had a direct impact on repurchase intention due to perceived usefulness. The implications of this study lie in its contribution to the extension of EDT, which is widely utilized in service marketing, by applying personal characteristics in understanding customer sentiment.