Identifying the role of self-congruence on shopping behavior in the context of u.s. shopping malls

Sejin Ha, Hyunjoo Im

Research output: Contribution to journalArticlepeer-review

16 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)87-101
Number of pages15
JournalClothing and Textiles Research Journal
Issue number2
StatePublished - Apr 2012

Bibliographical note

Copyright 2012 Elsevier B.V., All rights reserved.


  • loyalty
  • satisfaction
  • self-congruence
  • shopping value

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