Research of the influence of self-congruity on consumption intention

Abstract

From the outbreak of COVID-19 to the present, the Chinese market has been facing the dilemma of sluggish consumption. How to stimulate Chinese consumers’ consumption intentions has become one of the topics that scholars focus on. This research starts from the perspective of symbolic consumption, introduces selfcongruity as an independent variable in the TPB model, and uses attitude, subjective norm, and perceived behavioral control (PBC) as mediating variables to study Chinese consumers’ consumption intentions for the iPhone. This research selected the questionnaire survey as the data collection method. The main target group of the sample survey was ordinary Chinese consumers aged 20-40 with a monthly disposable income between RMB 1,000 and RMB 8,000. This research distributed questionnaires through Questionnaire Star to construct a model of factors influencing consumption intention and tests it through confirmatory factor analysis (CFA), correlation analysis, and mediating effect analysis. According to the results, in the case of Chinese consumers’ consumption intention towards the iPhone, self-congruity can directly influence consumption intention and is a determining factor. Attitude, subjective norm, and PBC can partially mediate this effect, with the mediation effects being 9.884%, 12.728%, and 9.411%, respectively.