Personality as a moderator of SOR model  

Oleh:

Goi, Mei Teh ; Kalidas, Vigneswari ; Zeeshan, Muhammad F.

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-10.
Topik: Retailing; SOR model; Personality Traits
Fulltext: b14-047.pdf (107.39KB)

Isi artikel

The popularity of coffee drinking in Malaysia has attracted a lot of local and international retailers to invest in a specialist coffee-house chain. Past literature in their conceptual papers had been suggested personality traits as the factors influence the retailing model. This study aims to empirically investigate the moderating role of personality traits in Stimulus-Organism-Response (SOR) model. Big five personality inventory was adopted in study. A consumer intercept survey was conducted to collect 377 usable and valid data from Starbuck and Old Town coffee-house chain. A structure equation model was performed to analyse the data. The results show that only agreeableness is significant moderate the relationship between stimulus and response. The respondents with low agreeableness strongly influence the relationship between stimulus and response. Theoretical and practical implications are suggested to indicate the contribution of this study and for successful businesses.

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