Learning Online Brand Personality and Satisfaction: The Moderating Effects of Gaming Engagement

Abstract

This research assesses the association between the perceived brand personality of interactive IT and users' satisfaction. In the model of this study, satisfaction is affected by the perceived brand personality that contains four dimensions: perceived imaginative personality, perceived cheerful personality, perceived successful personality, and perceived interactive personality. Gaming engagement moderates each model path. The statistical results indicate that the influences of imaginative personality, cheerful personality, and successful personality on satisfaction are significant, whereas the influence of interactive personality on satisfaction is insignificant. Meanwhile, the influence of imaginative personality, cheerful personality, and successful personality on satisfaction is moderated by engagement, whereas the remaining model path between interactive personality and satisfaction is not moderated. Last, the discussion and managerial implications based on the empirical results are provided.