摘要：This research was conducted in 2013, to explore the role of self-confidence and self-image congruence in consumer behavior, among house hold appliances consumers of Refah chain stores, inIsfahan city. This study used a field-survey research method, an applied objective, and a descriptive research type. This means that the theoretical framework was obtained from books, articles, websites, and databases. A standard questionnaire, including 3 sections of personal information (5 questions), “self confidence in consumer behavior” questionnaire (29 questions), and self-image congruence questionnaire, containing 6 questions, were used to gather required information. The reliability of the questionnaire for the 2 self confidence and self image congruence were measured as respectively, 082 and 0.88. Besides, the content related and faces reliability, were confined by experts and scholars. Data analysis was conducted by the T-TEST and ANOVA tests. Sample was calculated to be 75(n=7). The samples were chosen among the consumers of house hold appliances from two branches of Refah chain stores in Isfahan city, through a random classification form. Results indicated the self confidence average in consumer purchase behavior was higher than the tested number 3 and all hypotheses were confirmed; in the self-image congruence section, the only confirmed variable was the brand name, and the other two hypotheses, regarding the retailing and satisfaction, were rejected.
