A Study On The Influence Of Consumer Self-Concept Congruity On The Behavioral Intention

By the self concept theory which originated in the field of psychology goes into the marketing field,the marketing scholars began to slowly find western goods function attribute is not the only key factors influence consumer behavior,when consumer is making decisions,more tend to be affected by the influence of the degree of the connection between self-concept and product,known as the self concept consistency.In theory,to clarify the self consistency mechanism of impact on customer behavioral intention can better enrich the existing research achievements in the field of brand,in practice,the enterprise attaches great importance to the emotional connection with consumers,based on the theory of self consistency to develop continued relationships strategy with consumers,is the important economic significance and social significance.Therefore,in-depth study of self concept consistency theory,to clarify its mechanism of effect on customer behavioral intention,is of great significance.On the basis of reviewing the related literature at home and abroad,this study aims to build the concept of self consistency effect on customer behavioral intention model,and the connotation and the dimension of the variables is defined,the main research self concept consistency of each dimension,customer behavioral intention dimensions interaction relations.First of all,this article is based on the Chinese and foreign scholars on the self concept consistency theory and behavioral intention theory research results,introduced the positive emotion regulation variables,respectively discuss real/ideal self consistency and positive/negative self consistency the direct effect and the influence on the behavioral intention of adjust the regulating effect of variables.Second,the analysis result shows that consumers' self-concept concept consistency has positive influence on the behavioral intention;In the analysis of the positive group and negative group,the consumer negative self consistency on its recommendation intention above positive self consistency on its recommendation intention;In the ideal self consistency and recommendation intention relationship,positive emotions do not adjust the role.Finally,based on the above analysis,this article on how to improve the self concept consistency degree of impact on customer behavioral intention put forwardrelevant countermeasures and Suggestions,hoping to push enterprise development and consumer self-concept that match the product,on a mutually beneficial and win-win development road and large consumer groups.In addition to help enterprise marketing personnel to realize the importance of consumer consumption situation in positive emotions,strive for them to cultivate a pleasant emotions of consumers in a service situation.