本研究旨在探討消費者個性、品牌個性與口碑之間的關聯性，並以世代為調節變項。近幾年，將世代做為市場區隔在行銷中極為熱門，如何利用世代進行市場區隔，成為行銷的關鍵。本研究將針對NIKE 運動鞋的使用者作為研究樣本，共計收回546份，採用的問卷份數為405份。本研究透過線性結構化方程式模型，將消費者個性對品牌個性與口碑的影響進行實證分析，並驗證世代的調節效果。研究結果發現，消費者個性對口碑之影響中，品牌個性具有部分中介效果。同時經由調節效果分析可得知，不論是嬰兒潮世代、X世代或Y世代的消費者，在消費者個性、品牌個性與口碑之間皆具有部分調節效果。 This study mainly investigates the relationships among consumer personality, brand personality, and word-of-mouth, and generation as a moderator. The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. The present study collects 405 consumers of the nike shoes using to empirically investigate the relationships among consumer personality, brand personality, and word-of-mouth, and examine the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that brand personality serves as a partial mediator between consumer personality and word-of-mouth. The other findings specify the partial moderating effect of generation in consumer personality, brand personality, and word-of-mouth.
