Impact of Buyer Personality on Word-of-Mouth

Given Word-Of-Mouth (WOM) effectiveness and relatively low cost, WOM is among the most important marketing mechanisms for many businesses, which is affected by a large number of internal and external factors. This paper aims to explore how customer personality traits influence willingness to engage in WOM. Personality dimensions are measured using the standard Myers-Briggs Type Indicator while a questionnaire is developed by the authors to examine customer WOM behavior. The statistical population includes buyers of computer accessories. The questionnaire was distributed among 385 randomly selected individuals. However, a total of 329 responses were used for analysis purposes. According to structural equation modeling, the feeling, extraversion, and judging traits affect satisfied customers’ WOM engagement with coefficients of 74%, 41%, and 28% respectively. Contrarily, the sensing trait was found to have no impact on WOM engagement.