A Study Of The Impact Of Consumers’ Overt Narcissism On Word-Of- Mouth Behavior

With the development and progress of the times, the awareness for ourselves are gradually increasing, more and more people are beginning to pay more attention to showing themselves. Narcissism are getting rid of the "sick" impression, became widely recognized and accepted as a normal personality trait. The study of narcissism in consumer behavior is in the initial stage.In order to research how consumers’overt narcissism the word of mouth behaviors, on the basis of the current theoretical literature, we try to build a hypothetical model to test the influence mechanism. Following the adoption of a questionnaire received 577 copies of the effective sample data set, after conducting the reliability and validity testing,the author uses structural equation model to fit the hypothetical model to get the final output.Research results shows that, consumers’overt narcissism has a positive influence on the word-of-mouth behavior directly, via consumer involvement has a positive influence on the attitude towards word-of-mouth,via the attitude towards word-of-mouth has a positive influence on the word-of-mouth intention; the word-of-mouth intention has a positive influence on the word-of-mouth behavior directly; while consumer involvement has on influence on word-of-mouth behavior directly. In addition, male, over 18 years,with higher education and higher income customers has overt narcissistic traits more obvious, with different education levels of consumer has different word-of-mouth behavior level, while there was no significant differences in different gender, age and income.The significance of this study is to build a Innovative path relationship between consumers’overt narcissism and word-of-mouth behavior,and introduce consumer involvement as mediating variables, enriches the relevant aspects of theoretical research,this study also provides enterprises so much guidance and reference about WOM marketing.