Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers

Xuan-Wen, W. , & Moon-Hong, K. (2020). Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers. , 18(1), 35-45, https://doi.org/10.15722/jds.18.1.202001.35

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Abstract

Purpose- This study examines the multi-mediation effect of personal self-congruity and social self-congruity to perceived value and brand attitude on aircraft customers in China. Research design, data and methodology- Survey was conducted on Chinese citizens who had flown via Chinese airlines and lived mainly in the Yangtze River delta . 727 cases were analyzed. SPSS 22.0 and AMOS 24.0 were used to analyze the data. Results - First, perceived economic value has a positive impact on personal self-congruity and social self-congruity but has no effect on brand attitude. Second, perceived functional value has a positive impact on personal self-congruity, social self-congruity, and brand attitude. Third, based on this, perceived economic value is not directly related to brand attitude. However, there is a relationship between perceived functional value and brand attitude, with personal self-congruity and social self-congruity having mediation effects. Conclusions – The Results show that perceived economic and functional value such as competitive airfare, mileage membership, check-in processes, diversified vouchers and coupons, and also basic services such as flight security and flight attendant service having an effect on personal self-congruity. To improve consumer brand attitude, airlines should take into consideration personal self-congruity factors such as their values and lifestyles, and their social self-congruity factors such as their social status and social security.

keywords: Perceived Value, Social Self-Congruity, Personal Self-Congruity, Brand Attitude.

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Article Contents

Vol.18 No.1

Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers

Abstract

Reference

The Journal of Distribution Science