Leisure travel has become an important activity in Taiwan. According to the statistical data of Tourism Bureau, R.O.C., people in Taiwan spent about 280.5 billions on oversea¡¦s traveling in 2003. The number of outbound travelers has grown 40.77% compare with last February. It is obvious that the market of outbound travel is getting bigger year by year. The past research on the subject of travel behavior put emphasis on behavior aspect or satisfaction, there is little research discuss the effect of psychological aspect on purchase decisions. Some foreign research verify that the effect of self-concept congruence on product preference, brand preference, and purchase intension (Sirgy, 1982; 2000). They also extend their research to the area of traveling and discuss how the self-image congruity affects post travel satisfaction (Chon 1992), pre-travel purchase intension, or purchase possibility (Surgy and Su, 2000; Litvin and Goh, 2002; 2003). Based on the self-image congruence theory proposed by Sirgy (1982), and the integrated framework of self-image congruence with travel behavior constructed by Sirgy & Su¡]2000¡^, this research try to analyze if the level of real/ideal self-image congruence relate to the purchase intension of destination choice on four destinations with difference characteristics. The results show that outbound-travel decision makings of natives are affected by the inside congruence coordination of the psychological mechanism. Relationship between self-image congruence and tourists¡¦ purchase intention exists not only in western countries but also in Taiwan. Results also show that self-image congruence is related to purchase intention whether tourists are students or social workers. And toward the four totally different cities, New York, Bali, Rome, and Hokkaido, tourists¡¦s purchase intention is still affected by self-image congruence.

Title: Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments? Authors: Elin Forslund and Maria Erlandsson Supervisor:Ulf Aagerup Level: Bachelor thesis in marketing (15 ECTS). Spring 2015. Key concepts: Fashion, Intermediary Luxury, Brand Identity, Brand Image, User Imagery and Self-image Congruence. Purpose: The purpose of this study is to review the sizes available in store by three leading intermediary luxury fashion brands offered in the UK and compare it with the actual body shapes of the female UK population. This will show whether intermediary luxury fashion brands exclude overweight and obese women, by not offering their sizes among its assortments. We want to find out whether it is possible to reveal a correlation between existing branding theories and intermediary luxury fashion assortments in the UK. Theoretical framework: Our frame of reference consists of established branding theories and previous research concerning brand identity, brand image, self-image congruence, user imagery, segmentation and luxury branding. Method: This is a cross-sectional research of the descriptive kind.  We have used a deductive research approach and a quantitative research method. Empirical findings: In this chapter we are presenting the results of our study through a table demonstrating the distribution of individuals and garments over weight classes. Also, any significant differences between supply and demand within any of the categories will be revealed through a Z-test. Conclusions: Obese women are by all means excluded by intermediary luxury fashion brands. The overweight women have significantly less jeans to choose from than what should be supported by their relative share of the female UK population. However, it turned out that they are not entirely excluded as they still have an amount of tops to choose from that closely matches their demand. Also we succeeded with identifying a causal correlation between branding theories and the result of our study. Therefore we have managed to provide further knowledge on how intermediary luxury fashion brands can become successful.

The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postulates that the greater the match between a consumer’s self-image and the image of a retailer’s typical patron, the greater the likelihood that the consumer will prefer and patronize that retailer. However, a review of the literature on self-image congruence shows a lack of consensus with respect to: 1) the effect of self-image congruence on retail patronage, and 2) the relative strength of the four dimensions (i.e., actual/ideal self- and social/ideal social self-image) of self-image congruence on consumer preferences and choices (e.g., Ibrahim & Najjar, 2008; Kang, Tang, Lee, & Bosselma, 2012). Further, Sirgy, Grewal, and Mangleburg (2000) suggested that the more a consumer matches a retailer’s store attributes with those of an ideal store, the more likely the consumer will prefer and patronize the retailer. Thus, an integrative model (Sirgy et al., 2000) that captures the effects of retail environment and self-image congruence on retail patronage served as the theoretical foundation of this study. The purpose of this study was to examine interactively the effects of retail environment and self-image congruence on retail shopping experience and patronage behavior of Generation Y-aged (Gen Y) consumers with respect to skincare products (i.e., a sub-sector of cosmetics). Primary data were collected through online surveys from 336 American and 325 Chinese 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, across the two sample groups examined, 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 across the two groups. Importantly, shopping experience, including satisfaction and pleasure, mediates the relationships between self-image, functional congruence, and retail patronage. Finally, the results of multi-group comparisons show that culture moderates the relative strength of the effect of different dimensions of self-image congruence on Gen Y consumers’ evaluations of retail store attributes and their likelihood to disseminate positive WOM. Specifically, the social-domain of image congruence (e.g., how others see me) had a greater influence on WOM for consumers from a collectivistic culture than it did for those from an individualistic culture. In contrast, the self-domain of image congruence (e.g., how I see myself) had a greater effect on Gen Y consumers’ evaluations of store attributes among those from an individualistic culture than it did for those from a collectivistic culture. This study makes three major contributions to the literature. First, the findings confirm the role of self-image and functional congruence on retail shopping experience and patronage behavior. Second, by using two sample groups from vastly different cultures, the study cross-validates the integrative conceptual model that explains consumers’ retail patronage. Finally, the findings add depth to the original self-image congruence theory by identifying conditions in which the relative strength of the relationships differ.

Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes. Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment were analyzed. Previous studies on e-bikes were analyzed in areas such as environment and typical users. Methodology: A survey was made on two groups who are underrepresented in sales of ebikes. Students aged 21-30 and cycling enthusiasts. Results and conclusions: • We found that e-bikes have symbolic value. • Many respondents perceive e-bike users as environmentally friendly, comfortable and lazy. • E-bikes being perceived as environmentally friendly can be a pre-purchase indicator for students, but not for cycling enthusiasts • Different groups of students have conflicting user imagery, one group describe e-bikers as lazy, and another group describe e-bike users as healthy • The stereotype that e-bike users are old is not very frequent • Viewing e-bike users as lazy influences impacts the perceived value and are likely to lead to brand avoidance