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A Study of Relationship Between Personality and Product Identity

  • Wen-Zhong SuEmail author
  • Po-Hsien Lin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9741)

Abstract

There are many researches show that product have personified personality, in recently years, the cultural & creative products has emphasize the direction of personalized merchandise to cater demand from consumer and thereby satisfied the maverick consumer which have distinctive psychological needs. The purpose of this study is investigated the cognition of cultural & creative products are identical between the consumer who have different personality traits and learn more about the consumer preferences and purchase intentions. The research process of this paper is divided into four phases. First, according to the literature reviews define the correspondence between “Personality”, “Personalized Product” and “Consumer Perception” as first phase. In second phase, this paper collected the winner’s works of cultural & creative award during 2010 to 2015 as test sample to implement expert pre-questionnaire. Researcher reconstructed next phase questionnaire through comparison the “Personalized Product” awareness from expert into formal survey. During the third phase, each examinee will answer Professional DynaMetric Programs and finish “Personalized Product and Purchase Intention questionnaire”. The fourth phase will be data analysis and result. This study is going to verify the relationship between “Personality of Cultural & Creative Product” and “Consumer Perception”, and discuss the correlation of “Consumer Perception” and “Personality”. Above factor will be affected the consumer purchase intention or not. This result would be provided to product planner, designer or marketing for reference.

Keywords

Products personality Personality traits Consumer perception Purchase intentions 

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Graduate School of Creative Industry DesignNational Taiwan University of ArtsNew TaipeiTaiwan

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