Purpose

This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.

Design/methodology/approach

Data were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.

Findings

The findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.

Originality/value

The study introduces a celebrity personality scale and explores a topic that has not previously been researched.

中文翻译：

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消费者人格特质与名人人格特质的关系

目的

本研究旨在探讨消费者人格维度与名人之间的关系；名人个性对名人态度的影响；以及对名人的态度对购买意愿的影响。

设计/方法论/途径

收集了英格兰北部 400 名受访者的数据，探讨五个消费者人格维度（宜人性、外向性、开放性、尽责性和神经质）与九个名人性格维度（神经质、外向性、开放性、宜人性、尽责性、真诚、兴奋）之间的联系、时尚和积极性）并使用结构方程模型进行分析。

发现

研究结果表明，消费者人格的某些维度，即责任心、外向性和开放性，与所有名人人格维度显着相关。此外，名人的所有人格维度对消费者对名人的态度都有显着影响；然而，只有神经质、外向、开放、真诚和积极性对购买意愿有显着影响。最后，对名人的态度对购买意愿有显着影响。

原创性/价值

该研究引入了名人人格量表，并探讨了一个以前从未研究过的话题。