文章基本信息

标题：A Research on Reference Behavior Trend According to Horney's Personality Types
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作者：Serdar Aydin ; Serdar Aydin ; Hasan Huseyin Ceylan 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：148
页码：680-685
DOI：10.1016/j.sbspro.2014.07.014
语种：English
出版社：Elsevier
摘要：AbstractAccording to Horney who is a representative of socio-psychological theory, there are three types of personalities: Compliant, aggressive and detached. Behavior of individuals may change according to these personality types. On the other hand, reference behavior is defined as word of mouth communication and it provides an important knowledge sharing. Word of mouth communication is an effective communication type, which is used for affecting purchasing behavior of consumers and providing brand loyalty.In this study, it was examined whether the relationship between personality types and word of mouth tendency exists. Data obtained from university students was analyzed by the structural equation modeling. According to research findings, there is a positive relationship between compliant personality type and word of mouth communication. Beside that there is no relationship between word of mouth communication and aggressive and detached personality types.
关键词：Horney's personality types;reference behavior;consumer behavior