期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：4
页码：911-923
DOI：10.6007/IJARBSS/v8-i4/4122
语种：English
出版社：Human Resource Management Academic Research Society
摘要：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.
