Structural Relationship Between Self-Congruency And Purchasing Behavior Of Sports Brand Consumer

Consumer's decision making in selecting a specific goods has been influenced by a complex choice process. This study aimed to (1) investigate which self-congruency of consumers (ideal self-congruency or actual self-congruency) influences on their preferred sports brand and (2) substantiate the structural relationship between self-congruency and purchasing behavior on sports brand goods. The sample of this study was those who have experience over one time in purchasing sports brand goods, ranging in age from the twenties to forties. This study employed the convenient sampling method to collect the data. For collecting the data, the questionnaires were distributed in Seoul and Kyung-ki province by mall-intercept sampling and snowball sampling. Data analysis of this study was conducted with SPSS 18.0 for windows version and AMOS 18.0. Descriptive analysis was used to check demographic characteristics.
Cronbach's α was measured to check the reliability. As results of analysis 1, self-image of consumer preferring particular sports brand was similar to the brand personality of the specially preferred sports brand. In the case of consumers preferring the specific sports brand, their preferred brand personality was more congruent with their ISI than their ASI. As results of analysis 2, the structural model also fit the data well. Purchasing behavior was found to be significantly influenced by ISC on competence.
Consumer-brand relationship was found to be significantly influenced by ISC on sincerity and sophistication. Lastly, the consumer-brand relationship significantly influenced purchasing behavior. In discussing these results, recommendations for future research were also offered.