The Effect of Product Innovativeness on Brand Relationship Quality and Purchase Intention: Moderating Effect of the Competence Dimension of Consumer Personality

This study was conducted to analyze the effects of product innovativeness on brand relationship quality and purchase intention with moderating effect of the competence dimension of consumer personality. The research model of this study was developed based on previous studies in related field and the hypotheses were tested by using survey data. Data collection was carried out to target consumers who have experience with a tablet computer. The proposed hypotheses were tested using structural equation. The results are summarized as follows: First, the brand relationship quality is a multi-dimensional concept that is made up of love/passion, self-connection, interdependence, commitment, intimacy and partner quality. Second, the product innovativeness had a positive effect on brand relationship quality(love/passion, self-connection, interdependence, commitment, intimacy and partner quality). Third, the self-connection, commitment and intimacy dimensions of brand relationship quality had a positive effect on consumer’s purchase intentions. Fourth, the competence dimension of consumer personality acted positively as a moderating factor only in the self-connection dimension of brand relationship quality from both innovativeness-BRQ relationship and BRQ-purchase intention relationship. It showed that self-connection dimension systematically changed the relationships. These results imply that the innovativeness of a product constructs a favorable brand relationship quality which promotes the purchase intention of the consumer.