How Self-Congruity Affects Patronage Behaviors in Fashion Retailing: Mediating Roles of Satisfaction and Loyalty = How Self-Congruity Affects Patronage Behaviors in Fashion Retailing: Mediating Roles of Satisfaction and Loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine how congruity between self-image and store image affects a customer`s satisfaction with the retailer, loyalty towards that retailer, and patronage behavior toward that retailer in a fashion retailing context. In addition to the direct effects of self-congruity on consumer responses, the mediating roles of satisfaction and retailer loyalty were also examined. A convenience sample of 137 college students participated in an online survey. Path analysis showed that self-congruity had a direct effect on satisfaction, but not on retailer loyalty and patronage behavior. However, the effect of self-congruity on retailer loyalty and patronage behavior was fully mediated by satisfaction. Satisfaction had a positive effect on both retailer loyalty and patronage behavior. The effect of satisfaction on patronage behavior was partially mediated by retailer loyalty. As supported in the study, self-congruity can induce retailer loyalty. Given that retailers have direct control over developing a certain store image that affects perceptions of self-congruity of their target market, the findings of the study provide useful information for fashion retailers. The findings of the study add to current self-congruity literature by extending to fashion retailing and also by examining the mediating roles of satisfaction and retailer loyalty on the effects of self-congruity.