Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention
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Keywords

Self-congruity, Purchase intention, Cosmetic product, Self-images, Congruence, Consumer behavior

How to Cite

Khalid, N. R. B. ., Wel, C. A. B. C. ., Alam, S. S. ., & Mokhtaruddin, S. A. B. . (2018). Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention. International Journal of Asian Social Science, 8(1), 34–41. https://doi.org/10.18488/journal.1.2018.81.34.41

Abstract

Self-congruity theory is remarkable link with attitude and purchase intention to determine the consumer behavior in purchasing cosmetic products. This study will determine the impact of self-congruity and attitude on purchase intention. The application of self-congruity theory is extensively studied; however, the focus on cosmetic products is rather limited. A total of 171 data were collected from respondents for this study that has experience in purchasing cosmetic product. The finding from the Smart PLS had identified that self-congruity and attitude significantly influences consumer purchase intention for cosmetic product. Therefore it is enthralling to deliberate the implication of self-congruity and attitude on purchase intention for cosmetic products.

https://doi.org/10.18488/journal.1.2018.81.34.41
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