Self-congruity theory and purchase intention behavior are a unique combination to better understand the behavior displayed while buying cosmetic merchandises. The article is determined to discuss the effect of self-congruity on purchase intention. Self-congruity theory has been apply extensively in several studied; yet, the attention on cosmetic merchandises is quite limited. As there are four self-concepts that will reveal and predict consumer behavior in purchasing cosmetic merchandise. The four self-concept are actual self-concept, ideal self-concept, social self-concept, ideal social self-concept. Personal self-images that are congruent with product images are usually link with self-congruity. Meanwhile, purchase intention is the degree of possibility to purchase merchandise by consumers. Therefore it is interesting to examine the effect of self-congruity on purchase intention for cosmetic merchandises.
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In-Text Citation: (Khalid, Wel, Mokhtaruddin, & Alam, 2018)
To Cite this Article: Khalid, N. R., Wel, C. A. C., Mokhtaruddin, S. A., & Alam, S. S. (2018). The Influence of Self-Congruity on Purchase Intention for Cosmetic Merchandises. International Journal of Academic Research in Business and Social Sciences, 8(4), 911–923.
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