Study On The Relationship Between Self-congruity,Functional Congruity And Consumers’ Choice Intention Of B&B

At present,the booming development of sharing economy on a global scale has brought new opportunities and challenges to all walks of life.As a product of the development of sharing economy in tourism accommodation industry,B&B can provide personalized accommodation experience different from traditional hotels and guesthouse,which caters to the needs of consumers and has been sought after and loved by more and more consumers,especially young consumers.These consumers not only pay attention to the functional attributes of B&B,but also pay attention to the symbolic attributes of B&B.In the Internet era,when consumers choose B&B products,they usually browse and collect a series of information about B&B through the Internet,understand the symbolic properties of B&B,and perceive the functional properties of B&B.According to the collected information,consumers tend to make a perception of congruity from two aspects.One is the self-congruity generated by comparing their own self-image with the perceived image of B&B;the other is the functional congruity generated by comparing the functional attributes of ideal B&B with the perceived functional attributes.The higher the degree of congruity perceived by consumers,the stronger the willingness to choose this B&B.consumers’ perception of self-congruity and functional congruity of B&B has become an important condition affecting the choice of consumers.Past research more concentrated in the aspect of self-congruity,However,more and more consumers consider both self-congruity and functional congruity in the process of product selection.Some scholars have comprehensively considered the relationship between self-congruity,functional congruity and consumer behavior,but most of them regard self-congruity and functional congruity as two completely independent variables.Dual-congruity theory points out the relationship between self-congruity and functional congruity,and indicates that self-congruity and functional congruity together affect consumers’ consumption behavior.However,there are still few researches on the integration of the three,and the discussion on the mediation mechanism between them and consumer behavior is vague.Few scholars have explored the moderating effects of self-congruity,functional congruity and consumer behavior from the perspective of culture.Therefore,it is of theoretical significance and practical value to explore the common influence of self-congruity and functional congruity on consumers’ choice intention of B&B and its internal influence mechanism.Based on the B&B products and based on literature review,this study builds a theoretical model based on the theory of double congruity and the theory of "Cognitionemotion-behavior" and puts forward the corresponding research hypotheses.And the moderating effect of personal cultural variables-face consciousness and risk preference on the relationship between self-congruity and consumers’ willingness to choose B&B,and the relationship between functional congruity and consumers’ willingness to choose B&B,respectively.This study collected 417 copies of a B&B facility through online accommodation platform selection for lodging experience data,through a structural equation model analysis and multi-level regression analysis on the research hypothesis test,get the following conclusions:first,both self-congruity and congruity has a significant influence on consumer choice intention of a B&B,and self-congruity significantly influence functional congruity;Second,brand intimacy and brand pleasure have significant partial mediating effects on self-congruity,functional congruity and consumer choice intention of B&B,respectively.Moreover,functional congruity and brand intimacy and brand pleasure have significant partial chain mediating effects on self-congruity and consumer choice intention of B&B,respectively.Third,face consciousness plays a positive moderating role while risk preference plays a negative moderating role.