TY - JOUR
T1 - Learning online brand personality and satisfaction
T2 - The moderating effects of gaming engagement
AU - Lin, Chieh-Peng
PY - 2009/3/1
Y1 - 2009/3/1
N2 - This research assesses the association between the perceived brand personality of interactive IT and users' satisfaction. In the model of this study, satisfaction is affected by the perceived brand personality that contains four dimensions: perceived imaginative personality, perceived cheerful personality, perceived successful personality, and perceived interactive personality. Gaming engagement moderates each model path. The statistical results indicate that the influences of imaginative personality, cheerful personality, and successful personality on satisfaction are significant, whereas the influence of interactive personality on satisfaction is insignificant. Meanwhile, the influence of imaginative personality, cheerful personality, and successful personality on satisfaction is moderated by engagement, whereas the remaining model path between interactive personality and satisfaction is not moderated. Last, the discussion and managerial implications based on the empirical results are provided.
AB - This research assesses the association between the perceived brand personality of interactive IT and users' satisfaction. In the model of this study, satisfaction is affected by the perceived brand personality that contains four dimensions: perceived imaginative personality, perceived cheerful personality, perceived successful personality, and perceived interactive personality. Gaming engagement moderates each model path. The statistical results indicate that the influences of imaginative personality, cheerful personality, and successful personality on satisfaction are significant, whereas the influence of interactive personality on satisfaction is insignificant. Meanwhile, the influence of imaginative personality, cheerful personality, and successful personality on satisfaction is moderated by engagement, whereas the remaining model path between interactive personality and satisfaction is not moderated. Last, the discussion and managerial implications based on the empirical results are provided.
UR - http://www.scopus.com/inward/record.url?scp=61949193661&partnerID=8YFLogxK
U2 - 10.1080/10447310802629827
DO - 10.1080/10447310802629827
M3 - Article
AN - SCOPUS:61949193661
SN - 1044-7318
VL - 25
SP - 220
EP - 236
JO - International Journal of Human-Computer Interaction
JF - International Journal of Human-Computer Interaction
IS - 3
ER -