An Empirical Study Of WeChat Brand Personality And Consumer Personality

The network is the representative of contemporary emerging media,the ever-changing development of the network is accompanied with the great changes in the life of everyone.People make more and more friends,exchange different ideas with each other,consumers can buy their favorite commodities anytime and anywhere with the use of the network.Under the era of network economy,consumption has undergone important changes,WeChat is a product with the development of network,this virtual network platform make the contact of consumers more and more close.Brand personality is an important basis for distinguishing the differences between different brands,and consumer personality is the core of the enterprise's marketing activities.In this new consumer environment,brand personality and consumer personality related research are obviously insufficient in quantity and depth,and the brand personality and consumer personality research of Internet products need to be further studied for the research on brand personality is mainly focused on the physical brands in the past.This thesis is focused on WeChat which is the representative of the network brand.This thesis mainly study the brand personality,the consumer personality and the relationship between the brand personality and the consumer personality.Firstly,This thesis reviews the related literatures,collect and summarize the related theories of the use of WeChat and marketing,brand personality,consumer personality and the relationship of brand personality and consumer personality.Based on the exploratory empirical research,this thesis uses the brand personality dimension scale of the famous American scholar Jenniffer Aaker and the words of Huang Shengbing and Lu Taihong's dimension to design the vocabulary of the brand personality.Learned from the five models of McCrae and Costa and Chinese scholars Wang Dengfeng,Cui Hong's seven Chinese personality theory model,the sudy design the consumer's personality description words.Moreover,this thesis combine with theinterview method to design the brand personality questionnaire and consumer personality scale and questionnaire of the WeChat.We investigate and modify the scale questionnaire before the final one.After the validity of the sample survey,SPSS17.0 and LISREL8.70 software was used to divide the brand personality and consumer personality of the WeChat,and the relationship between the two was analyzed.The results show that the brand personality can be divided into four dimensions which are fashion novel,happy initiative,affordable and reliable,mature and wise these.Consumer personality can be divided into four dimensions which are active and outgoing,shrewd and straightforward,straightforward altruism,impulsive excitement these.Consumer personality of the various dimensions have an active impact on the various dimensions of the brand personality.Finally,this thesis puts forward some suggestions on the marketing activities of enterprises in the era of network economy according to the conclusion of the research.