• International Journal of Advanced Culture Technology
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• v.12 no.2
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• pp.438-447
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• 2024

The subjects of this study were college students who participate in Wushu in China. A total of 300 people, 189 male and 111 female, were sampled as research subjects through convenience sampling by sharing the questionnaire link online and sending emails. The research tool used in this study was a questionnaire. Based on the questionnaire that had secured reliability and validity in previous research, it was modified and supplemented to suit this study. The statistical analysis used for data analysis was frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis using SPSS Windows 20.0 Version. First, Wushu image was found to have a partial effect on self-congruity. Second, Wushu image was found to have a partial effect on loyalty. Third, the self-congruity of Wushu participants was found to partially affect loyalty.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.719-737
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• 2020

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.5-23
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• 2014

In order to examine the effects of self-congruity on functional congruity, brand attitude and behavioral intention in name-brand coffee shops, this study attempted to examine the self-congruity in two types which are nonsocial-type SC and social-type SC. The results showed that self-congruity had positive significant effects on functional congruity and nonsocial-type SC influenced to functional congruity more than social-type SC. Also, these two types of self-congruity didn't have direct significant effects on brand attitude. But it had significant effects on brand attitude through the functional congruity. Finally, brand attitude positively impacted on behavioral intention. These findings provide managers in name-brand coffee shops with strategies for implementing more effective brand image building as well as focusing on satisfying customer's functional congruity.

• Journal of Distribution Science
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• v.16 no.2
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• pp.35-45
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• 2018

Purpose - This research aimed at exploring the mediation roles of the arousal and pleasure in the effects of the congruity between visual sensory cues of a retail store and consumers' self-image on the intent to reuse the store. Research design, data, and methodology - The data from 278 Chinese consumers who answered the questionnaire online were analyzed by using structural equation model of Amos 21.0 program to verify the hypotheses. Results - Store's visual sensory cues congruent with consumers' self-image directly affected the intention to reuse the store, and had positive impacts on both their arousal and pleasure states. The consumers' pleasure positively influenced on their intention, but their arousal did not influence on the intention. Consumers' pleasure played mediation roles in the effect of the congruity on the intention to reuse the store. Conclusions - Retail store marketers should pay attention to visual sensory cues to match the cues to consumers' self-image, when designing their store settings. When developing the cues, to help consumers feel pleasure which in turn, induces loyalty to their store, the marketers should develop the atmosphere setting in the respects of the congruity between the visual sensory cues and the self image.

• Asia Marketing Journal
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• v.10 no.3
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• pp.1-30
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• 2008

The purpose of this study was to identify the effects of self-image congruity and alternative attractiveness on commitment and store loyalty when customers purchase clothes in a department store. A survey was conducted for this study and 530 answer sheets were analyzed using structural equation modeling. The results are as follows: First, self-image congruity has a significant positive effect on affective commitment and continuance commitment. Second, alternative attractiveness has no significant effect on affective and continuance commitment. Third, both affective commitment and continuance commitment have a significant effect on behavior intentions such as repurchase intention, word-of-mouth, and willing to pay more. Fourth, affective commitment has a stronger effect on word-of-mouth intention and willing to pay more than does continuance commitment. Finally, continuance commitment has a stronger effect on repurchase intention than does affective commitment.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.537-550
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• 2023

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.151-157
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• 2018

The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

• Journal of the Korea Safety Management & Science
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• v.10 no.4
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• pp.315-325
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• 2008

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.827-843
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• 2013

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.