Abstract
ABSTRACTThe purpose of this study is to examine the role of image congruence (match/mismatch between one's self-image and a product's image) and face consciousness (a person's willingness to enhance reputation in the society) in determining consumer behavior towards the use of smartphones across India and Canada. Data were collected from Indian and Canadian respondents. Confirmatory factor analysis and structural equation modeling were employed to test the proposed model. The results revealed that Indian consumers are more face conscious and give more importance to their social image and ideal social image than Canadian consumers. On the other hand, Canadian consumers are more concerned with their actual and ideal image while making smartphone purchase decisions.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.