The Influence of Image Similarity on Impulsive Buying Behavior of Hanoi Youth

The study delved into the intricate relationship between image congruence and consumer behavior, particularly focusing on impulse buying behavior among young adults. Through a comprehensive theoretical framework, it explored the impact of various types of image congruence, such as lifestyle, ideal image, actual image, and ideal social similarity, on emotional value, perceived quality, and ultimately, impulse buying behavior. The research employed a rigorous methodology, including exploratory and confirmatory factor analyses, to validate the proposed constructs and hypotheses. Key findings revealed that lifestyle and actual image similarity positively influence perceived value, whereas ideal image similarity impacts emotional value. Perceived value and perceived quality were identified as significant predictors of impulse buying behavior. The study's implications extend to both academia and industry, providing insights into the role of image congruence in consumer behavior and offering practical guidance for marketers in enhancing brand-customer connections. Despite its contributions, the study acknowledges limitations, particularly in exploring ideal social similarity, prompting avenues for future research in this domain.