Consumers’ Hedonic Shopping Value, Self-Image Congruence, And Luxury Consumption Tendency as Predictors of Purchase Intention for Foreign Products Among Shoppers in Abakiliki City
Understanding consumers’ behaviour and especially purchase-related behaviour targeted towards foreign products consumption among consumers in developing nations has been a subject of key interest in recent times. Consequently, the present study investigated the impact of consumer Hedonic Shopping Value (HSV), Self-Image Congruence (SIC), and Luxury Consumption Tendency (LCT) as predictors of Purchase Intention for Foreign Products among shoppers in Abakiliki City of Ebonyi State. A total of five hundred and ten (510) shoppers (270 males, and 240 females, mean age = 31.20yrs, SD = .86) participated in study. Four instruments were used for data collection namely: Hedonic shopping value scale, self-congruity scale, luxury consumption tendency scale and consumers’ purchase intention scale. Hierarchical multiple regression analysis with stepwise modeling was employed to test the hypothesis. The results revealed that HSV significantly and positively predicted PIFP. Furthermore, SIC was found to be a significant negative predictor of PIFP. However, LCT failed to significantly predict PIFP among t` he shoppers. Implications of the findings for managerial and industrial practices were emphasized and discussed. Limitations of the study were also highlighted and future research directions recommended.