Impact of actual self-congruity and ideal self-congruity on experiential value and behavioral intention - Theory and Practice in Hospitality and Tourism Research - page 104

objectives: (1) to investigate the effect of actual
self-congruity and ideal self-congruity on experien-
tial value and behavioral intention, (2) to examine
the influence of experiential value on behavioral
intention, (3) to investigate the role of experiential
value in the self-congruity and behavioral intention
relationship.

begun to receive a wide attention among mar-
keting and retailing scholars as well as the prac-
titioners. In fact, in recent times, the marketing
and retailing literature has highlighted the critical
role of experience of the consumers. To provide
this experiential value to the consumers, retail-
ers specifically are proposed to create a theatri-
cal retailing environment, stress fun, excitement
and promotion, as well as encourage greater cus-
tomer participation in the retail shopping experi-
ence (Baron, Harris & Harris, 2001; Mathwick,
Malhotra & Rigdon, 2001). Experiential value is
defined as

2 REVIEW OF LITERATURE

2.1 Actual self-congruity and ideal self-congruity
In either product, brand, or store context, actual
congruity refers to the degree of match between a
consumer or shopper's actual self-image and the
image of the users or patrons of product, brand
or store. It is the fit between how the consumers or
shoppers see themselves in relations to the image of
the users or patrons of the retail stores. Ideal self-
congruity refers to the degree of match between a
consumer ideal-self-image and the image of users
or retail store patrons, or the fit between how con-
sumers or shoppers would like to see themselves in
relation to the image of users or patrons.
In the service industry, the actual self-congruity
and ideal self-congruity have been found in stud-
ies of service industry such as destination, hotel,
and also restaurant. Litvin and Kar (2004) exam-
ined the congruity between destination image and
self-image and found that ideal self-congruity
influences satisfaction and loyalty. Usakli (2009)
also found support for self-congruity theory in
destination image in that both the actual and ideal
self-congruity has positive impact on behavioral
intention.
Specifically, Graeff (1996) examined the congru-
ity between brand image and self-image in the con-
text of consumer user situation. It was found that
the evaluations of the brands were affected more
by the congruity of brand image and ideal self-
image than actual self-image. Ericksen (1997) the
existence of relationship between actual and ideal
self-congruity on purchase intention. Similarly,
Chang (2001) found support for the link between
actual and ideal self-congruity with product evalu-
ation. Jamal and Goode (2001) as well as Govers
and Schoormans (2005) examined ideal and actual
self-congruity as the types of self-congruity that
influence product or brand preference. Meanwhile,
Helgeson and Supphellen (2004) found that actual
and ideal self-congruity has positive effect on
brand attitude.

“..... a perceived, relativistic preference for prod-
uct attributes or services performance arising from
interaction within a consumption setting that facili-
tates or blocks achievement of customer goals or
purposes” (Mathwick, et al., 2001, p. 53).

In the present research context, experiential
value is viewed as the perceived benefits gained
when engaging in the destination product offer-
ings and services. For example, the aesthetic value
could be obtained from the natural beauty of
the destination; social bonding experienced from
the interaction with family as well as other tour-
ists, financial value is derived from the quality of
services compared with the price paid; knowledge
enrichment is derived when visited the destination
and have the feeling of enjoyment of diverging to
a new self.

2.3 Behavioral intention
Behavioral intention plays a vital role in a consum-
ers' adoption and continuance use of service and
product. As suggested in the theory of reasoned
action and the theory of planned behavior, behav-
ioral intention represents the degree of conscious
effort that a person exert in order to perform
a behavior en (Ajzen, 1991; Fishbein & Ajzen,
1975). It symbolizes the latter's expectations about
a particular behavior. Zeithaml, Berry and Par-
asuraman (1996) in their examination of perceived
service quality, suggested behavioral intention as
willingness of customers to a) say positive things
about the service provider, b) recommend the serv-
ice provider to other consumers, c) remain loyal
to it, e) spend more money, and e) pay a higher
price. In a different context, Kim (2004) examined
the role of perceived value and satisfaction with
the products and services of online shopping in
influencing behavioral intention. The aspects of
intentions to purchase, revisit the website, search
form information, say positive things, and rec-
ommend the website to others. Burton, Sheather,
and Roberts (2003) acknowledged that customer

2.2 Experiential value
Experiential value has been explored mainly in
the education context as an important factor that
stimulates learning. The concept has nevertheless