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The purpose of this study was to examine concurrently the effects of retail environment and self-image congruence on Gen Y consumers’ retail shopping experiences and patronage behaviors for skincare products. First, a series of in-depth interviews with Gen Y consumers sought to garner attitudinal and behavioral dimensions associated with their skincare shopping experience and retail patronage decision choice. The qualitative research reinforced industry findings that these consumers – often dubbed the Internet Generation – have a higher propensity for omnichannel shopping and lower reliance on face-to-face interface with retail beauty consultants. Based on the extant literature, an empirical analysis grounded in self-construal theory was conducted. Data were collected through an online survey from 336 Gen Y consumers. Structural Equation Modeling (SEM) was used to test the hypothesized relationships between self-image congruence, functional congruence, retail shopping experience, and retail patronage behavior. The findings indicate that both self-image and functional congruence are related positively to Gen Y consumers’ intentions to spread positive WOM about products and store preferences. In addition, functional, but not self-image congruence, is related positively to purchase intentions. Importantly, shopping experience, including satisfaction and pleasure, mediates the relationships between self-image, functional congruence, and retail patronage. This study contributes to the literature by (1) confirming the role of self-image and functional congruence on retail shopping experience and patronage behavior, and (2) identifying conditions in which the relative strength of the relationships differ. |
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