Effect of Personality Traits on Perceived Value and Behavioural Intentions by Electronic Brand Customers in Kenya

Abstract

Purpose: To examine the effect of customer personality traits on perceived value and behavioural intention of electronic goods customers in Kenya. Methodology: The research study used explanatory (causal) research design as it sought to identify causal links between perceived value, personality and behavioural intention of electronic brand customer. The target population was electronic brands in Kenya, the unit of analysis for the study were major electronic brands (Huawei, Sony, Samsung Techno, LG, Infinix, HP, Hotpoint, and Lenovo), while the unit of observation were customers of these major electronic brands. The study used multistage sampling and obtained a final sample size of 400 customers. Data was collected using questionnaires and analyzed using hierarchical regression. Results: The results revealed that customer perceived relationship value has significant direct influence on behavioural intention of electronic brand customers (β =.246; p<.000); perceived logistic value has no direct influence on behavioral intention of customers (β =0.242; P<0.05); while customer perceived sacrifice has a positive direct relationship with customer behavioural intentions. It also established that personality has a moderating effect on the relationship between perceived relationship value and behavioural intention of customers (β=.046; P<0.05) and on the relationship between perceived logistic value and behavioural intention of customers (β=-0.053; P<0.05), while personality has antagostic relationship with customer perceived value and behavioural intention of customers (β=0.008; P>0.05). Unique Contribution to Theory, Practice and Policy: The contribution of the study is on the effect of personality traits on the relationships between perceived logistic value and sacrifices on behavioural intention. The Government and electronic firms must formulate and implement policies that encourage and enable firms to offer value to customers so as to influence favourably customer behavioural intentions, profitability and the overall growth of the electronic sector