open access
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open access
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ISSN : 1229-8778
The pattern seeking by the interaction between goals and environments has been heavily reported in the literature, but studies about clearly investigating about the shopping pattern behaviors rarely exist. Recognizing the lack of the study, this study initially proposes a new theory, “shopping congruence” by using the Cognitive Continuum Theory (CCT) as a theoretical framework in the shopping context. Based on their shopping tasks, the theory explains how people react to shopping environments. The research empirically tested the impact of shopping congruence between shopping tasks and shopping environments on related brand’s perceptions, attitudes and purchase intentions in an actual store situation by experimental field research. Like the hypotheses, the ANOVA result found that there was a tendency of congruence on perception, attitude, and purchase intention toward store environments by shopping tasks. The results of the study assured the impact of shopping congruence on both cognitive and intuitive perceptions, on cognitive attitudes, and on purchase intentions toward brands in stores. However, unlike the proposed hypothesis, the impact of shopping congruence does not influence affective attitudes toward stores. This study is theoretically meaningful in that it initially proses a new shopping theory, shopping congruence, which is an adaptive theory about pattern-seeking shopping behaviors. The theory of shopping congruence is practically meaningful in that it provides a possibility to estimate shopper behaviors and managerial implication directions for marketers.
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