A Study Of Influence Of The Brand Personality Of The Shopping Web Site And Consumer Self-concept On Brand Preference

Nowadays, great changes are happening in the pattern of consumption as the rising ofshopping online and the fading of physical stores. The brand personality of the internet productdeserves further study for the previous studies of brand personality are concentrating on off-linebrand, which is quitting the stage little by little.Many scholars have pointed out that thecorrelativity between the brand personality and consumer self-concept will influence consumers’brand preference and consumption decision. In contrast, the study of the brand personality ofshopping website and its potential impact are left in the basket for too long.This paper makes anempirical study on the correlativity between the brand personality of specific shopping websitesand consumer self-concept; try to find the impacts of consistency on consumers’ brandpreference.Firstly, on the basis of literature review, this paper constructs the theoretical model.Secondly, a scale was designed by using the method of free association. Thirdly, author collectedthe data on the personality of specific shopping websites, consumer self-concept and ideal self byusing of the original scale.Finally, this paper verifies the correlation of variables through thet-testing, analysis of variance and correlation analysis. With the using of multiple regressionequation, this paper explored the correlativity between the consistency of consumers’self-concepts and brand preferenceResearch shows that consumers in different income and occupation will have differentcognitions for shopping websites brand personality, and shopping websites brand personalityconsistent well with the consumers’ self-concept or ideal-self. However, the hypothesisthat“Shopping website will get higher brand preference for higher correlativity between thebrand personality of this websites and consumers’ self-concepts or ideal-self” is denied.