Study On The Influence Of Personality Traits Of Consumers On Brand Evangelism

In recent years,with the development of the market economy,the phenomenon of brand homogenization is becoming more and more serious,consumer-brand relationships are important determinants of whether a consumer buys a particular brand's product.The relationship between the consumer and the brand originated from the brand experience,the good consumer experience leading to positive brand effect,the formation of consumer brand effect and consumer personality traits are closely related,the consumers who have the characteristics of extroversion and openness,are more likely to express positive brand effect according to the good brand experience,which can lay the foundation for the establishment of good relations between consumers and brands.In reality,some consumers have a passion for a brand,they not only buy the current brand of products,but also tend to guide other consumers to buy and use the brand of products.The previous scholars put forward the concept of brand loyalty,brand attachment to reflect the relationship between consumers and brands,but these concepts do not include persuasive behavior,therefore,some scholars put forward the concept of brand evangelism.Brand evangelism refers to the consumer not only continuing to buy the particular brand of products,but also spread the positive word of mouth of the current brand,and actively guide consumers to purchase the current brand.Brand evangelism is the higher level of the relationship between consumers and brands,the formation of brand evangelism and the personality characteristics of consumers are closely related,and brand effect is the important link between consumer and brand relationship formation process.Therefore,this paper combines personality traits and brand evangelism in the field of psychology to study the impact of consumer personality traits on brand evangelism,and exploring the role of brand effect in the formation of brand evangelism.Through the literature review,this paper identified the five dimensions of personality traits(extroversion,agreeableness,conscientiousness,neuroticism and openness)and the two dimensions of brand effect(real emotion,assumed emotion),and put forward the relevant research hypothesis and establish the research model.The primary data were collected by questionnaire and analyzed by SPSS 22.0 to study the influence of personality traits on brand evangelism,the main conclusions are as follows:(1)The extroversion and openness of the consumers have significant positive effects on real emotion and assumed emotion;the agreeableness and conscientiousness of the consumers have no significant influence on real emotion and assumed emotion;the neuroticism of the consumers has no significant effect on real emotion,and has a significant positive effect on assumed emotion.(2)The extroversion and openness of the consumers have significant positive effects on brand evangelism;the agreeableness,conscientiousness and neuroticism have no significant effects on brand evangelism.(3)The real emotion and assumed emotion of the consumers have significant positive effects on brand evangelism.(4)The real emotion and assumed emotion of the consumers play a partial mediation effect between the extroversion,openness of the consumers and the brand evangelism.Based on the conclusion of the study,the author proposes how to improve the relationship between consumers and brands,and how to cultivate brand evangelist,and the limitations of the research and the future research directions are briefly described.