The Effects of Big five Personality Traits on Brand Personality and Consumer Behavior

Kim, Joo-Ho(김주호),Son, Joo-Young(손주영) 대한경영학회 2017 대한경영학회 학술발표대회 발표논문집 Vol.2017 No.1

본 연구는 개인의 성격요인모델인 빅 5 모델을 도입하여 개인 개성과 브랜드 개성을 동시에 분석하여 선행 연구들의 한계를 개선한 실증적 연구라고 할 수 있다. 본 연구에 포함된 표본은 207명이었으며 연구 결과를 요약하면 다음과 같다. 첫째, 고관여 제품인 자동차의 경우 소비자가 인지하는 브랜드 개성요인을 5개로 제시한 David Aake의 선행연구와는 달리 본 연구에서 소비자들은 자동차 브랜드의 개성요인을 3개로 인지하고 있었다. 즉 David Aaker의 개성 요인은 믿음, 열정, 능력, 매력, 야성의 5가지였으나 한국인을 대상으로 한 본 연구에서는 세련흥미성, 신뢰유능성, 정통성의 3가지 개성요인으로 재구성되었다. 둘째, 소비자 개인 성격과 자동차 브랜드 개성유형 간의 관계에 있어서 성별 차이를 살펴보기 위해 남성과 여성 소비자로 나누어 회귀분석을 진행한 결과 남성의 경우 세련흥미성과 정(+)의 관계에 있는 개인 성격요인은 없었다. 하지만 여성의 경우 소비자 의 Big5 성격 중 호감성과 외향성이 브랜드 개성의 세련흥미성과 정(+)의 관계에 있었다. 브랜드의 개성의 신뢰유능성의 경우, 남성 소비자의 Big5 성격 중에서 호감성과 성실성이 통계적으로 유의한 정(+)의 관계를 나타내었으며, 여성의 경우 성실성이 정(+)의 관계로 유의미하였다. 마지막으로 정통성의 경우는 남성은 Big5성격 중 호감성이 통계적으로 유의한 정(+)의 관계를 나타내었으며, 여성의 경우는 유의미한 성격 변수가 없었다. 셋째, 소비자의 개성을 구매행동 및 소비자 관여도의 측면으로 살펴보았을 때 남성의 경우는 성실성과 외향성의 성격이 자동차 브랜드와 고관여 관계를 나타내었으며 여성의 경우는 호감성, 성실성, 외향성의 성격이 자동차 브랜드와 고관여인 경향이 있었다. 브랜드 충성도의 경우, 남성의 경우는 개인 성격의 5가지 중에 정서 불안정성을 제외한 모든 변수가 통계적으로 유의미했으나 여성의 경우 자동차 브랜드 충성도에 유의미한 성격 변수는 하나도 없었다. 넷째, 자동차 브랜드에 대해 충성도와 관여도를 기준으로 충성 집단, 저충성 집단, 고관여집단, 저관여 집단으로 나누어 각각의 집단에 대한 2차례의 로짓분석을 실시한 결과 자동차 브랜드 충성도와 정(+)의 관계에 있는 소비자 Big5성격은 남성의 경우는 성실성과 외향성이, 여성의 경우는 호감성으로 나타났다. 관여도의 경우를 살펴보면 남성은 성실성과 외향성이, 여성의 경우는 외향성이 정(+)의 관계로 유의미하게 나타났다. 본 연구는 브랜드 개성과 개인 성격의 Big5척도를 성별로 비교한 최초의 연구이며 자동차 브랜드에 대한 소비자의 인지를 다양한 측면에서 분석한 연구로서 개인의 성격 특성과 브랜드의 개성 특성의 상관관계에 대해 관심 있는 학자와 현장 전문가들에게 의미있는 기초자료를 제공하기를 희망한다. If previous studies on brand personality were abstract approach to simple brand personality, in this study, the Big 5 model, which is an individual personality factor model, was introduced to analyze the individual personality and brand personality at the same time. The model introduced in this study can provide useful information to establish brand strategy in practical marketing. The sample included in the empirical study was 207 people. The results of the study are summarized as follows. First, in the case of a high - involvement product, such as automobile, consumer was aware of the three characteristics not the five characteristics of the previous study. In other words, even if David Aaker’s personality factors were five factors of belief, passion, ability, charm, and wildness, in this study, Koreans were reorganized into three characteristics of sophistication-excitement, confidence- competence, amd traditional-sincere. Second, regression analysis was conducted for male and female consumers to examine the relationship between consumer personalities and car brand personality types. As a result, there were no individual personality factors that were positively related to sophistication-excitement in men. In the case of females, agreeablness and extroversion of consumer personality were positively related to sophistication-excitement of brand personality. In the case of confidence- competence of brand personality, the agreeableness and conscientiousness of male and conscientiousness of female were significantly related. Finally, in the case of the traditional-sincere, ageeableness of men was only significant variable while there was no significant personality variable in the case of the female. Third, when consumers’ personality was examined in terms of purchase behavior and consumer involvement, extraversion of men, agreeableness and conscientiousness, extraversion of female were tend to be highly involved with automobile brand. In the case of brand loyalty, all variables except for emotional insecure were statistically significant among the five personal characteristics of men, but none of them had significant personality variables for the brand loyalty of women. Fourth, as a result of two logistic analyzes on the group, loyalty, low-loyalty, high-involvement, and low-involvement groups based on loyalty and involvement. Among consumer ’s big five personality, which is positive in relation to car brand loyalty, was conscientiousness and extraversion of men and agreeableness of female. In the case of involvement, statististically significant male personality variable were conscientiousness and extraversion and female personality variable were extraversion. Finally, this study compares the five dimensions of brand personality and personal personality by gender and analyzed the personality of the car brand in various aspects. I hope to be of assistance to scholars interested in personal personality and branding and to people practicing marketing in the field.

The Effects of Big Five Personality Traits on Brand Personality andConsumer Behavior

Kim, Joo-Ho(김주호),Son, Joo-Young(손주영) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.7

The Effect of the Big Five and the MBTI on Impulsive and Compulsive Buying Behaviors: An Integrated Analysis in Online Shopping

윤철호,임동섭 한국무역연구원 2018 무역연구 Vol.14 No.3

The purpose of this study was to perform an integrated analysis of the Big Five factors’ effects and Myers-Briggs Type Inventory (MBTI) functions on impulsive and compulsive buying behaviors of online shopping malls’ consumers. A research model was proposed, based on the Big Five factors-extraversion, neuroticism, openness, agreeableness, and conscientiousnessas well as on individuals’ preferences for MBTI functions, which are sensing, intuition, thinking, feeling, judging, and perceiving. This model was analyzed using structural equation modeling with data from online shopping mall users. The results indicate that most of the MBTI preferences affected compulsive buying behaviors, but also openness, agreeableness, and conscientiousness of the Big Five, which were notably related to the MBTI preferences. However, the Big Five demonstrated no significant impact on impulsive and compulsive buying behaviors online. Our findings may be useful for understanding buying behaviors of customers in an online shopping context in terms of their personality.

The Effect of the Big Five and the MBTI on Impulsive and Compulsive Buying Behaviors

Cheol-Ho Yoon,Dong-Sub Lim 한국무역연구원 2018 貿易 硏究 Vol.14 No.3

The purpose of this study was to perform an integrated analysis of the Big Five factors’ effects and Myers-Briggs Type Inventory (MBTI) functions on impulsive and compulsive buying behaviors of online shopping malls’ consumers. A research model was proposed, based on the Big Five factors-extraversion, neuroticism, openness, agreeableness, and conscientiousnessas well as on individuals’ preferences for MBTI functions, which are sensing, intuition, thinking, feeling, judging, and perceiving. This model was analyzed using structural equation modeling with data from online shopping mall users. The results indicate that most of the MBTI preferences affected compulsive buying behaviors, but also openness, agreeableness, and conscientiousness of the Big Five, which were notably related to the MBTI preferences. However, the Big Five demonstrated no significant impact on impulsive and compulsive buying behaviors online. Our findings may be useful for understanding buying behaviors of customers in an online shopping context in terms of their personality.

성인 Big 5 성격 검사 타당성 연구

김동일 ( Dong Il Kim ),전호정 ( Ho Jeong Jeon ),안지영 ( Jee Young Ahn ) 충남대학교 교육연구소 2015 교육연구논총 Vol.36 No.2

본 연구에서는 성격 5요인에 기초하여 성인의 성격 특성을 평가하기 위해 성인 Big5 성격검사를 개발하였다. 검사의 요인은 다음과 같다: (1)외향성 (2) 창의성 (3) 적응성 (4) 충실성(5) 정서적 민감성. 개발한 검사의 타당성을 검증하기 위해, 전국적으로 표집된 1,804명을 대상으로 검사를 실시한 후, 이를 기초로 신뢰도, 구인타당도, 준거타당도를 분석하였다. 성인Big5 성격 검사의 문항 신뢰도를 요인별로 분석한 결과, Cronbachs’ α 값이 .881~.954 수준으로 나타나 본 검사의 내적 일관성이 높음을 확인할 수 있었다. 구인타당도를 검증하기 위해 확인적 요인분석을 실시한 결과, 적합도 지수가 모두 양호하게 나타나 검사에서 설정한 모형이 자료의 구조를 잘 적합시킨다고 판단할 수 있었다. 준거타당도를 확인하기 위해, CYS-Net 위기척도와 생활적응척도와의 상관을 분석하였다. 분석 결과 성인 Big5 성격 검사의 정서적 민감성 요인의 점수가 높을수록, 위기 수준은 높아지고 적응 수준은 낮아졌다. 반면 외향성, 창의성, 적응성, 충실성은 반대의 결과를 확인할 수 있어서, 선행연구와 유사한 결과를 보였다. 따라서, 본 검사의 요인과 문항이 대체적으로 타당하다고 보고할 수 있다. This study aims to develop Big 5 personality test for adults based on the five-factor model. The Big 5 personality test consists of five sub-domains: (1) Extraversion, (2) Originality, (3) Accommodation, (4) Consolidation, and (5) Need for stability. In order to validate the test, data were collected from 1,804 adults throughout the whole country. And then, reliability and validities tests were conducted. The results of the study are as follows. Firstly, the reliability test yielded a range of .881~.954 on Cronbachs’ α. Secondly, confirmatory factor analysis was examined to prove the construct validity founding that the five-factor structure was valid. Thirdly, the correlation between the Big 5 personality test and the levels of crisis/adaptation were evaluated. The level of crisis increased and adaptation decreased as the level of need for stability increased. The rest of the sub-domains showed opposite results.

The Effects of Big Five Personality Traits on Brand Personality and Consumer Behavior : Focusing on Gender Differences

김주호,손주영 대한경영학회 2017 大韓經營學會誌 Vol.30 No.7

If previous studies on brand personality were abstract approaches to simple brand personality, in this study, We introduce the Big 5 model to analyze the Big Five personality and brand personality at the same time. The main purpose of the study is the following: First, we aim to uncover if the brand personality developed by Aaker (1997) is a concept that can be applied to Korean consumers with actual products in the same manner. Second, we try to find out the influence of consumers' personality towards judging brand personality and their relationship effecting on consumer's behavior such as brand loyalty and involvement to a brand. Third, we hope to make some contribution in the field of brand personality and consumers' active purchasing behavior. We first analyze the components of brand personality from Aaker (1997). The components of brand personality developed by Aaker (1997) were sincerity, excitement, competence, sophistication, and ruggedness. We chose the Aaker (1997) scale as our research tool because she argued that five brand personality factors could be applicable to the most universal product categories. Afterwards, we use and translate scale (Brand Personality Scale or BPS) developed by Aaker (1997) in a way that Korean consumers can easily understand. We used stratified sampling to design a sampling frame based on demographic variables. 259 questionnaires were collected for the study and the survey was administered by Computer Aided Web Interview (CAWI). We collected data from people in the Seoul area. First, we divided the sample of 20,000 people in penal of Korean research according to the 25 districts of Seoul city. Then random sampling was done based on demographic variables such as gender, age, and job type. The final sample was 207 after deleting the incomplete questionnaires out of 259. After a pilot test, we developed a 7-point Likert scale of brand personality scale for sincerity, excitement, competence, sophistication, and ruggedness. We scored 7 for strongly agree and 1 for strongly disagree. We used the Big Five personality, one of the most persuasive methods in traits for the research based on the International Personality Item Pool (IPIP) developed by Goldberg (1981). Big Five traits in our study are summarized as “openness to experience,” “agreeableness,” “conscientiousness,” “extraversion,” and “emotional insecurity” with 5 scales in each trait. In this research, trying to answer research question 1, “Can we apply the BPS developed by Aaker (1997) to Korean consumers in the same way,” we conducted a validity and reliability test. We examined principal component analysis for construction concept validity and simplified factor loading with Varimax of orthogonal rotation for factor analysis. For internal validity, we picked measured variables of Cronbach's alpha 0.5 or more. The results of the study are summarized as follows. First, in the case of a high-involvement products, such as automobiles, Korean consumers reorganized brand personality into three characteristics such as sophistication, competence, and sincerity. Second, regression analysis was conducted for male and female consumers to examine the effects of consumer personalities on automobile brand personality. As a result, there were no individual personality factors that were positively related to sophistication in men. In the case of females, agreeableness and extroversion of consumer personality were positively related to sophistication-excitement of brand personality. In the case of competence of brand personality, the agreeableness and conscientiousness of male and conscientiousness of female were significantly related. Finally, in the case of the sincerity, agreeableness of men was the only significant variable, while there were no significant personality variables in the case of females. Third, when consumers' personality was examined in terms of consumer behavior, conscientiousness and extraversion...

빅 파이브 이론을 활용한 소규모 레스토랑 오너들의 기업가적 행동 성향에 관한 연구

이성포,자이툰민 한국외식산업학회 2022 한국외식산업학회지 Vol.18 No.4

According to Agarwal & Dahm(2015), the competence of the small restaurant owner/manager is considered to be one of the most important criteria for a firm’s success or failure. Managerial inadequacy, incompetency, inefficiency, and inexperience are consistently considered as the critical factors in restaurant viability(Parsa, Self, Njite, & King, 2005). Therefore, this study focuses on the link between restaurant owners’ entrepreneurial behavior, which is linked primarily to the strategic management capacity to achieve business success and their personality traits from the theory of Big-Five Personality Traits in independent restaurant setting. This study proposed five variables(emotional stability, agreeableness, extraversion, conscientiousness, and openness to experience) that could affect restaurant owners’ entrepreneurial behaviors(proactiveness, risk-taking, innovativeness, and aggressiveness). A total number of 123 questionnaires from restaurant owners who operated more than three years were used to assess the proposed model for PLS-SEM(partial least squares structural equation modeling). Overall findings demonstrated that emotional stability significantly influences proactiveness and innovativeness, extraversion significantly influences innovativeness, and openness to experience significantly influences proactiveness, risk-taking, innovativeness, and aggressiveness. The results also identified that individuals who want to be a successful restaurant owner need to equip stable confidence about their restaurant business, an open mindset and broad perspective to boost their successful management skills as restaurant entrepreneurs.

NEO 성격검사 청소년용 타당화 연구

장미수,안현의 한국청소년상담복지개발원 2019 청소년상담연구 Vol.27 No.2

This study aimed to validate the latest version of the NEO Personality Assessment System(NEO-PAS) with adolescents in South Korea. The latest version NEO-PAS(Ahn & Ahn, 2017) was developed to assess the trait personality of Koreans based on five-factor model(FFM). As some changes have been made in items and facets of the initial version of the NEO-PAS(2006), researchers conducted revalidation of the NEO-PAS(Ahn & Ahn, 2017). For validation, internal reliability tests, confirmatory factor analysis(CFA), and correlation analysis with Holland personality ability were conducted with 1,665 middle and high school students in South Korea. Results shows that the NEO-PAS(Ahn & Ahn, 2017) for adolescents has good internal reliability and construct validity for each factor with its facets, but not for the whole five-factor model. Because of the complex structure of FFM inventories, this FFM’s misfit from CFA is a relatively frequent issue. Additionally, as shown in previous studies, it has significant correlations with Holland. Potential utility of the NEO-PAS(Ahn & Ahn, 2017) and suggestions for further research are discussed. 이 연구의 목적은 성격 5요인 이론에 기반을 두고 한국 상황에 맞게 안현의와 안창규(2017)가 개발한 NEO 성격검사 청소년용의 신뢰도와 타당도를 검증하는 것이다. 현재의 NEO 성격검사는 초판(2006년)이 개발되고 표준화 연구가 발표된 이후 몇 차례 문항과 하위요인이 수정되었기에 최근 3년 이내에 표집된 새로운 자료로 검사의 안정성을 확인할 필요가 있었다. 전국 분포에서 중․고등학생 1,665명의 자료를 수집하여 신뢰도 확인을 위해 내적합치도를 계산하고, 구성타당도 및 준거관련타당도 확인을 위해 확인적 요인분석과 Holland 진로검사와의 상관관계를 살펴보았다. 분석 결과 NEO 성격검사 청소년용의 내적합치도는 요인별로 .81~.92, 전체 .90으로 나타나 신뢰로운 것으로 확인되었다. 확인적 요인분석 결과 요인별 적합도 지수가 높지는 않았으나 기존의 성격검사 타당화 연구에서 일반적으로 발견되는 범위에 포함되었고 이에 대한 해석을 제시하였다. 준거관련타당도는 선행연구와 유사한 결과를 나타내었다. 연구의 결과를 종합하여 NEO 성격검사 청소년용의 활용상의 유의사항 및 논의점을 살펴보았다.

개인 개성이 브랜드 개성(BPS) 및 소비자 구매행동에 미치는 영향 : Big5 성격특성을 중심으로

김주호,손주영 한국광고학회 2013 광고학연구 Vol.24 No.1

4차 산업혁명 기술 적용에 따른 중국 식품안전관리법률제도의 쟁점 연구 - 빅데이터와 블록체인을 중심으로 -

김종우 한국경제법학회 2020 경제법연구 Vol.19 No.3

본 논문의 결론과 관련해서 법률개정 내지 제도적 개선이 요구되는 부분은 다음과 같다. 4단계로 분류된 안전평가에 대한 빅 데이터의 영향력을 유지하기 위해서 위해식별을 진행해야 한다. 다음으로 위해특징이 묘사되어야 한다. 또 평가자료 공개와 리스크 특징을 묘사함으로써 더욱더 정확한 정보수집이 진행되어야 한다. 빅 데이터를 적용한 식품 안전관리의 법제도적 개선과 관련해서는 우선 식품관리감독법률제도의 규범화가 대폭적으로 진행되어야 한다. 특히 농촌지역 농산품 정보처리 및 반포 기준을 대폭적으로 보완해야 한다. 또 안전평가의 종류와 범위, 평가시간 및 평가단위도 법률로써 확정하여야 한다. 정보를 수집하는 주체와 수집한 데이터의 공유가 어느 정도까지 가능한가에 대해서도진지하게 논의를 해야 한다. 그 과정에서 개인정보의 지나친 침해 내지 오해의 소지가 발생해서는 안된다. 이를 위해서 우선 필요한 것은 식품안전관리와 관련하여 정부기관이 주도를 하고 관련 식품안전관리주체가 적극적으로 참여하는 이원화한 시스템이 구축되어야 한다. 국내 뿐만 아니라 국제적인 협력방안도 마련되어야 한다. 사용자의 피드백 제공도 적절하게 제공되어야 한다. 정부기관의 중복관리에 따른 혼선 또한 각자의 업무에 따라 다시 정확하게 역할이 분담되어야한다. 식품유통과 관련하여 현재까지 통일된 추적시스템이 나오지 않았기 때문에 무엇보다도 식품 추적을 위한 빅 데이터 플랫폼 건설이 필요시된다. 가정, 학교, 시 교육청, 시장감독국 및 프랜차이즈부처 등 5개 기관에서 원거리 리모콘 통제방식에 따른 채널 감시, 플랫폼 유도식의 관리감독 학습, 단계별 쟁점 발견 시 보고시스템 구축, 3단계 연동 조치 및 조치결과의 만족도 평가라는5차원적인 식품안전관리시스템을 구축해야만 한다. 블록체인을 활용한, 소고기로 대표되는 식품추적시스템의 경우 일정한 시사가 될 수 있는 부분은 다음과 같다. 블록체인기술 중에서 이더리움이 안전하고 권한 관리에 있어서 권위가 있는 만큼, 이더리움을 적극 활용할 필요가 있다. 소고기공급망 추적시스템 구축과정에서는 시스템사용자의 권한관리가 쟁점이 된다. 이것을 염두에 두고 이더리움시스템은 자체적으로는 해결방법을갖고 있지 않지만, 블록체인시스템 외부에서 권한 관리 모델을 추가하여 실제 수요를 만족시킬수 있을 것이다. 소비자로 말하면 식품포장의 서열번호를 통해 소비자권익보호국이 보호하는 데이터베이스에서 그에 상응하는 상세한 유통정보를 조사하게 되며, 만약 정보의 완전성에 대해 검사를 한다면블록체인에 저장한 핵심정보와 데이터베이스 검색을 통한 정보를 통해 비교를 하게 되고, 만약양자가 동등하게 데이터의 시스템 등록 이후 변경사항이 없다고 한다면 데이터는 완벽한 것이라고 간주하면 된다. 이더리움 플랫폼의 두 가지 방식이 데이터를 블록체인상으로 저장시킬 수 있는데, 첫째, 블록을 단위원소로 간주하여 데이터를 모든 하나의 블록 내에 추가하는 것이다. 둘째, 거래형식을 취해서 데이터를 블록체인으로 보내는 것이다. Java Web시스템 등 추적시스템에 대해서도 더 많은 연구가 진행되어야 한다. Regarding the conclusion of this paper, the parts requiring legal revision or institutional improvement are as follows. In order to maintain the impact of big data on safety evaluation classified in four stages, risk identification must be conducted. Next, the hazard characteristics should be described. In addition, more accurate information collection should be conducted by evaluating the disclosure of the evaluation data and describing the characteristics of risk. In relation to the improvement of the legal system of food safety management by applying big data, first, the standardization of the food management supervision and legal system should be drastically progressed. In particular, the standards for information processing and distribution of agricultural products in rural areas should be significantly complemented. In addition, the type and scope of safety evaluation, evaluation time, and evaluation unit must also be determined by law. It is also necessary to seriously discuss the extent to which the information is collected and the degree of sharing of the collected data. In the process, there should be no excessive infringement or misunderstanding of personal information. For this, first of all, a dual system should be established, led by a government agency in relation to food safety management, and actively involved with food safety management entities. Domestic and international cooperation measures should be prepared. Providing user feedback should also be provided appropriately. The confusion due to the overlapping management of the governmental organizations should also accurately share the roles according to their respective tasks. First of all, it is necessary to construct a big data platform for food tracking, because there has been no unified tracking system related to food distribution. Five institutions, including home, school, city office of education, market supervisory authority and franchise department, monitor channels according to remote remote control methods, learn platform-directed management supervision, build a reporting system when finding issues at each stage, interlock three-step actions and take action results A five-dimensional food safety management system called satisfaction evaluation must be established. In the case of a food tracking system represented by beef using a blockchain, the parts that can be a certain topic are as follows. Since Ethereum is a safe and authoritative authority in blockchain technology, it is necessary to actively utilize Ethereum. In the process of promoting the beef supply chain tracking system, the authority management of system users is an issue. With this in mind, the Ethereum system does not have a solution on its own, but will be able to satisfy the actual demand by adding a rights management model outside the blockchain system. Speaking of the consumer, through the sequence number of the food packaging, detailed distribution information corresponding to it in the database protected by the Consumer Protection Agency will be investigated, and if the integrity of the information is checked, the key information stored in the blockchain and database search Data is compared and if both are equally unchanged since the system’s registration of the data, data can be considered complete. Two ways of the Ethereum platform can store data on the blockchain. First, the block is considered as a unit element, and data is added within every single block. Second, it takes the form of a transaction and sends the data to the blockchain. More research should be conducted on tracking systems such as the Java Web system.