The Influence of Self-Congruity on Purchase Intention for Cosmetic Merchandises
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 4
Abstract
Self-congruity theory and purchase intention behavior are a unique combination to better understand the behavior displayed while buying cosmetic merchandises. The article is determined to discuss the effect of self-congruity on purchase intention. Self-congruity theory has been apply extensively in several studied; yet, the attention on cosmetic merchandises is quite limited. As there are four self-concepts that will reveal and predict consumer behavior in purchasing cosmetic merchandise. The four self-concept are actual self-concept, ideal self-concept, social self-concept, ideal social self-concept. Personal self-images that are congruent with product images are usually link with self-congruity. Meanwhile, purchase intention is the degree of possibility to purchase merchandise by consumers. Therefore it is interesting to examine the effect of self-congruity on purchase intention for cosmetic merchandises.
Authors and Affiliations
Nor Rahimy Khalid, Che Aniza Che Wel, Suraya Akmar Mokhtaruddin, Syed Shah Alam
Keywords
Related Articles
- EP ID EP562715
- DOI 10.6007/IJARBSS/v8-i4/4122
- Views 63
- Downloads 0
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