Pengaruh Self Image Congruence Terhadap Keputusan Pembelian Dimediasi Oleh Brand Trust Pada Maskapai Penerbangan Air Asia

The Influence of Self Image Congruence on Purchasing Decisions Mediated by Brand Trust (Survey on Air Asia Airlines). The aviation industry is an industry engaged in air transportation that is needed by the public. The development of the aviation industry in Indonesia, especially domestic airlines, is increasingly booming and growing rapidly with the existence of many airlines that have sprung up since the enactment of Law No. 15 of 1992. The purpose of this study was to see the effect of Self Image Congruence on Purchasing Decisions Mediated by Brand Trust on Air Asia Airlines. This research was conducted using descriptive and verification methods. The sampling technique of this research is probability sampling using Hair formula. The types of data used in this study are primary data and secondary data. The data were processed using path analysis. The results of this study prove that Self Image Congruence has a positive and significant effect on Brand Trust which has an impact on Purchasing Decisions on Air Asia Airlines.

How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

PurposeLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct

PurposeEnterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention.Design/methodology/approachBased on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion of two visual object structures.FindingsThe results show that compared with the low congruence anthropomorphic image, the high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than the juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than the fusion image.Originality/valueThe conclusion enriches the anthropomorphic marketing theory. It reveals different degrees of attention paid to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provide a new perspective for the study of anthropomorphic marketing and provide a reference for enterprises to publicize products or services through anthropomorphic image.

Consumers’ Internal Motivations for Sustainable Consumption: An investigation into the effects of consumer image congruence and temporal orientation on the consumption of sustainable goods

<p><b>A need for a more environmentally concerned society features prominently in academic discussion, popular media, and popular consciousness. However, individuals continue to consume as they always have, with little predicted immediate change. A well-established conversation in the literature highlights the difference between consumer intentions and consumer behaviour with respect to purchasing sustainable goods.</b></p> <p> This thesis examines the academic understanding of what internal motivators may factor in an individual's decision to purchase a 'sustainable' good. Image congruence, self-construal, temporal orientation, and temporal discounting are examined in the context of purchasing sustainable goods. The conceptual basis for this research takes the perspective that whilst individuals and society may perceive the purchase of sustainable goods and pro-environmental behaviour as a positive behaviour, individuals may choose to postpone this behaviour, or defer to their own self-interest compared to the interests of the society. Furthermore, there is a cost to sustainable consumption, either monetary or in product effectiveness. Thus, consciously, or unconsciously consumers are responding to a product trade-off. </p> <p>This research contributes to the academy's understanding of how image congruence, self-construal, temporal orientation, and temporal discounting interact with each other and the interaction between these variables and sustainable goods purchases. To the best of the author's knowledge investigating the three theoretical threads in combination, has not before been accomplished. Image congruence and self-construal offer insights into an individual’s social value orientation. Temporal orientation and temporal discounting can explain how individuals consider actions in the context of the present and future. The inclusion of temporal orientation examines an individual's view of time and decision-making as a consequence of this context. Therefore, image congruence, self-construal, temporal orientation are three powerful internal motivators of behaviour, and their interaction is expected to help explain consumer decision making with respect to the purchase of sustainable goods. Combined, these three factors help to address the consumer trade-off described before. To better understand the nature of sustainable goods purchase intention the effect of age, gender, and parenthood were explored and tested.</p> <p>This research used a quantitative methodology; a survey distributed to an online survey panel was used to validate and test the conceptual model. The quantitative methodology chosen allows for the collection of a broad range of views from a broad range of participants. Image congruence, self-construal, and temporal orientation were tested using existing scales. Multiple contributions have been made using this approach, including the adaptation of temporal-discounting activity-based scenario to online panel data collection. </p> <p>An activity to understand how individuals perceive time was designed and an initial test performed. This activity contributes to an understanding of three commonly used term; present, near-future, and far-future. Scale refinement was undertaken to measure the study constructs better using online data collection while temporal discounting was measured using an online activity, rather than an existing scale. A challenge faced was in the construction of an activity, readily understood by survey panel members. Existing scales measuring image congruence, self-construal, and temporal orientation also measured information not necessary to this research and so were further refined. Development of a calculation style question was also tested. This question asked participants to make a choice relative to a baseline choice, for example, 'receive $0, plus $30', rather than, 'receive $30'. </p> <p>An understanding of how different age groups and family structures consider the future is offered, as well as how these individuals see themselves in relation to society. This understanding offers insight into the divide between attitude and behaviour. </p> <p>Image congruence and interdependent self-construal were found to be significant predictors of purchase intention. Differing effects were found in the presented model when participants had high or low interdependent self-construal, high or low independent self-construal, high or low income, were younger or older, and whether they were parents. When asked to categorise time, the majority of participants defined the boundary between present, and near future as occurring between 14 and 30 days, and the boundary between near future and far future was considered to occur between six months and twelve months.</p>

Consumers’ Internal Motivations for Sustainable Consumption: An investigation into the effects of consumer image congruence and temporal orientation on the consumption of sustainable goods

<p><b>A need for a more environmentally concerned society features prominently in academic discussion, popular media, and popular consciousness. However, individuals continue to consume as they always have, with little predicted immediate change. A well-established conversation in the literature highlights the difference between consumer intentions and consumer behaviour with respect to purchasing sustainable goods.</b></p> <p> This thesis examines the academic understanding of what internal motivators may factor in an individual's decision to purchase a 'sustainable' good. Image congruence, self-construal, temporal orientation, and temporal discounting are examined in the context of purchasing sustainable goods. The conceptual basis for this research takes the perspective that whilst individuals and society may perceive the purchase of sustainable goods and pro-environmental behaviour as a positive behaviour, individuals may choose to postpone this behaviour, or defer to their own self-interest compared to the interests of the society. Furthermore, there is a cost to sustainable consumption, either monetary or in product effectiveness. Thus, consciously, or unconsciously consumers are responding to a product trade-off. </p> <p>This research contributes to the academy's understanding of how image congruence, self-construal, temporal orientation, and temporal discounting interact with each other and the interaction between these variables and sustainable goods purchases. To the best of the author's knowledge investigating the three theoretical threads in combination, has not before been accomplished. Image congruence and self-construal offer insights into an individual’s social value orientation. Temporal orientation and temporal discounting can explain how individuals consider actions in the context of the present and future. The inclusion of temporal orientation examines an individual's view of time and decision-making as a consequence of this context. Therefore, image congruence, self-construal, temporal orientation are three powerful internal motivators of behaviour, and their interaction is expected to help explain consumer decision making with respect to the purchase of sustainable goods. Combined, these three factors help to address the consumer trade-off described before. To better understand the nature of sustainable goods purchase intention the effect of age, gender, and parenthood were explored and tested.</p> <p>This research used a quantitative methodology; a survey distributed to an online survey panel was used to validate and test the conceptual model. The quantitative methodology chosen allows for the collection of a broad range of views from a broad range of participants. Image congruence, self-construal, and temporal orientation were tested using existing scales. Multiple contributions have been made using this approach, including the adaptation of temporal-discounting activity-based scenario to online panel data collection. </p> <p>An activity to understand how individuals perceive time was designed and an initial test performed. This activity contributes to an understanding of three commonly used term; present, near-future, and far-future. Scale refinement was undertaken to measure the study constructs better using online data collection while temporal discounting was measured using an online activity, rather than an existing scale. A challenge faced was in the construction of an activity, readily understood by survey panel members. Existing scales measuring image congruence, self-construal, and temporal orientation also measured information not necessary to this research and so were further refined. Development of a calculation style question was also tested. This question asked participants to make a choice relative to a baseline choice, for example, 'receive $0, plus $30', rather than, 'receive $30'. </p> <p>An understanding of how different age groups and family structures consider the future is offered, as well as how these individuals see themselves in relation to society. This understanding offers insight into the divide between attitude and behaviour. </p> <p>Image congruence and interdependent self-construal were found to be significant predictors of purchase intention. Differing effects were found in the presented model when participants had high or low interdependent self-construal, high or low independent self-construal, high or low income, were younger or older, and whether they were parents. When asked to categorise time, the majority of participants defined the boundary between present, and near future as occurring between 14 and 30 days, and the boundary between near future and far future was considered to occur between six months and twelve months.</p>

Experiential Value of Exhibition in the Cultural and Creative Park: Antecedents and Effects on CCP Experiential Value and Behavior Intentions

The protection of industrial cultural heritage is related to sustainable urban development. Cultural and creative parks (CCPs) are a way for many cities to protect their industrial cultural heritage. In the context of CCPs, this study examines the relationships among the antecedents of exhibition experiential value, CCP experiential value, and behavioral intentions. Surveying 428 visitors in two well-known CCPs in Taipei, this study found that the four antecedents (attractiveness, existential authenticity, self-congruence, and exhibition–park image congruence) have a positive impact on exhibition experiential value. Exhibition experiential value has a positive impact on CCP experiential value, which in turn, affects behavioral intentions toward the CCP. In addition, this study finds that exhibition experiential value has a mediating effect between the four antecedents and CCP experiential value. Moreover, CCP experiential value has a mediating effect between exhibition experiential value and behavioral intentions. The findings of this study provide a direction for CCPs to achieve sustainable development through exhibitions that can attract more tourists.