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Identity : its purpose and function within consumer residential property purchase decisions

By Melanie Thomas

Abstract

The purpose and function of identity in extant literature suggested that enquiry into self and functional congruity, within a high involvement consumer decision-making context such as the purchase of a house, would be significant and address evident research gaps. To date the emerging residential property literature has given limited attention to consumer decision-making processes. Furthermore, the self and functional congruity literature has focused on branded, low involvement and post purchase evaluation with no consideration of all four types of self-congruity or likely moderators such as knowledge and trust. Therefore the aim of this thesis was to: Investigate relationships between functional and self-congruity within the context of consumer residential property purchase decisions. This aim was investigated through addressing the following research questions: RQ1 – What is the relationship between actual self-congruity, ideal self-congruity, actual social self-congruity and ideal social self-congruity and self-congruity during the residential property purchase decision? RQ2 – What is the effect of self and functional congruity on residential property purchase intentions? RQ3 - What is the effect of knowledge on functional and self-congruity during the residential property purchase decision-making process? RQ4 - What is the effect of trust on functional and self-congruity during the residential property purchase decision-making process? The research utilised quantitative primary data collection, surveying consumers currently in the market to purchase a new residential property. Using a two-step structural equation modelling approach the data was analysed using the AMOS software program. Subsequently, eleven hypotheses were accepted and three were rejected. The results indicated that: Actual self-congruity, ideal self-congruity, actual social self-congruity and ideal social self-congruity all had positive relationships with self-congruity during residential property purchase decision-making. Self-congruity and functional congruity both had a direct relationship with intention to act, and self-congruity had an indirect relationship with intention to act through functional congruity. Ideal self-congruity had the strongest relationship with self-congruity. While the results indicated that knowledge had a relationship with functional congruity they also indicated that it had no significant relationship with self-congruity. Trust had a relationship with self-congruity however it had no significant relationship with functional congruity

Topics: consumer behaviour, self-congruity, functional congruity, trust, knowledge, consumer decision-making, residential housing, property, Business, Marketing, Real Estate
Publisher: ePublications@SCU
Year: 2013
OAI identifier: oai:epubs.scu.edu.au:theses-1324
Provided by: ePublications@SCU
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