Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity

Kang, Juhee; Tang, Liang; Lee, Ju Yup; Bosselman, Robert H.

doi:10.1016/j.ijhm.2011.09.017

Cited by 92 publications

(70 citation statements)

References 67 publications

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“…These relationships are consistent with previous research (e.g., Arvola et al, 2008;Hagger et al, 2007;Kang et al, 2012;Shaw & Shiu, 2002;Tajfel, 1982) Thus, individuals who think their self-image is congruent with local food users' will also hold a more positive attitude, feel more social pressure, and perceive more control with respect to purchasing local food.…”

Section: Resultssupporting

confidence: 90%

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Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Shin

Hançer

Song

2016

Journal of International Food & Agribusiness Marketing

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Section: Resultssupporting

confidence: 90%

“…In other words, TPB variables act as mediators when those personal values influenced human behavior (Ajzen, 2011). Multiple empirical studies (Arvola et al, 2008;Kang, Tang, Lee, & Bosselman, 2012;Hagger, Anderson, Kyriakaki, & Darkings, 2007;Shaw & Shiu, 2002) also supported the idea.…”

Section: Integration Of the Tpb And Self-congruity Theorymentioning

confidence: 75%

Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Shin

Hançer

Song

2016

Journal of International Food & Agribusiness Marketing

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“…For instance, a working-class woman may have negative feelings toward a luxury resort because the images of resort activities or facilities do not match her self-image. In addition, Kang, Tang, Lee, and Bosselman (2012) found that congruity between functional attributes, such as food quality and store location, and consumers' expectations positively influences their attitudes toward name-brand restaurants and repurchase intentions. Furthermore, Beerli, Meneses, and Gil (2007) reported a strong positive correlation between the fit of a destination image to a tourist's self-concept and the tourist's visit intention.…”

Section: Self-congruity In Advertisingmentioning

confidence: 98%

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Yoon

Kim

2015

Journal of Hospitality Marketing & Management

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This study examines the impacts of self-congruity and source credibility (i.e., attractiveness, trustworthiness, and expertise) on consumer responses to coffeehouse advertising. This study tests the model and associated hypotheses based on responses from a sample of 403 participants recruited via snowball sampling. The result of the structural equation modeling reveals that self-congruity is a significant predictor of source credibility, and that the three dimensions of source credibility are important factors influencing consumers' attitudes and purchase intentions. The multigroup analysis shows that spokesperson type (i.e., celebrity vs. noncelebrity) moderates the relationship between self-congruity and source attractiveness. Further, this study finds that source credibility mediates the relationship between self-congruity and ad attitude. We discuss both academic and practical implications of these findings.

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“…Hence, building on these theoretical arguments and empirical findings, a hypothesis is proposed as follows: H1: Self-congruity consumer perceived has positive influence on behavioral intention toward organic food. Self-congruity was proved to be an antecedent of customer attitude toward products and a predictor of their shopping behavior [20,21,22,23]. According to functional attitude theory, one of IMETI 2017 the important motives for customers in their purchase behavior is to solidify and express those values which are important to them [24][25].…”

Section: The Concept Of Self-congruitymentioning

confidence: 99%

“…Attitudes toward to organic foods were defined as a consumer's evaluation of the significance of the consequences/outcomes [27]. The three items adopted for attitude are based on the studies of Ajzen (1991) [27]and Kang et al (2012) [21]. Behavioral intention was defined as a consumer's evaluation of the intents to word-of-mouth, recommendation, and repurchase [44].Three items for behavioral intentions are drawn from Lee & Yun (2015) [44]and Yen (2013) [45].…”

Section: Questionnaire Designmentioning

confidence: 99%

Organic food consumption in China: the moderating role of inertia

Yen

2018

MATEC Web Conf.

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Abstract. Despite the progressive development of the organic food sector across Taiwan Strait, little is known about how consumers' self congruity will influence organic food decision through various degrees of attitude and whether or not consumers with various degrees of inertia will vary in their intention to buy organic foods. The current study aims to examine the effect of consumption self congruity on behavioral intention related to organic food consumption under the mediating role of attitude as well as the moderating role of inertia. Research data were collected from organic food consumers across Taiwan Strait via a questionnaire survey, eventually obtaining 500 valid questionnaires for analysis. This study tested the overall model fit and hypotheses through structural equation modeling method (SEM). The results show that consumer attitude significantly mediates the effects of self congruity on organic food purchase intention. Moreover, the moderating effect of inertia is statistical significance, indicating that the relationship between attitude and purchase intention becomes weaker in the condition of consumers with higher degree of inertia. Several implications and suggestions are also discussed for organic food providers and marketers.

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Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity

Cited by 92 publications

References 67 publications

Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Organic food consumption in China: the moderating role of inertia

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