Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls

Abstract

A model was developed and tested to explain the effect of self-congruence on key outcomes of shopping experience in terms of shopping values (utilitarian and hedonic values), satisfaction, and loyalty intention in the context of U.S. traditional shopping malls/centers. Self-congruence concerns the fit between a consumer’s self-concept and the image of other shoppers in the shopping malls/centers. Two sets of propositions regarding the role of self-congruence were proposed: (a) self-congruence predicts shopping outcomes and (b) self-congruence moderates the relationships among shopping outcomes. U.S. consumers ( N = 508) participated in online surveys. The results showed that self-congruence significantly predicts hedonic shopping value, satisfaction, and loyalty intention. But, self-congruence does not predict utilitarian shopping value; instead, self-congruence moderates the relationship between utilitarian shopping value and satisfaction. The interrelationships among shopping outcomes (utilitarian and hedonic shopping values—satisfaction, satisfaction—loyalty intention, hedonic shopping value—loyalty intention) were also significant.