The Effect of Integrity of Product Image and Perfectionism Personality of Consumer on  Purchase Intentions

Ying Xu; Xiaofu Pan; Dandan Liu; Zhaojing Wang

doi:10.9734/BJEMT/2015/13524

Research Article Open access CC BY 4.0

The Effect of Integrity of Product Image and Perfectionism Personality of Consumer on Purchase Intentions

Ying Xu, Xiaofu Pan, Dandan Liu, Zhaojing Wang

Journal of Economics, Management and Trade · pp. 233–244 · Published 5 Oct 2014

10.9734/BJEMT/2015/13524

Abstract

This study employed the 2×2 mixed experimental design to explore the effect of integrity of product image and perfectionism of consumer on purchase intentions. The result indicated that the integrity of products had significant positive effect on purchase intention of consumers. The perfection of product image is more readily consumed than imperfection of product image and consumers are willing to spend more money to buy perfection of product image of the same quantity. The perfectionism of consumers had non-significant impact on their purchase intentions. But the integrity of product image and perfectionism personality have significant positive interaction effect on purchase intention. Consumers of higher perfectionism, compared with those of lower perfectionism, tend to have higher requirement on the integrity of product image.

Product image integrity perfectionism purchase intention

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Ying Xu, Xiaofu Pan, Dandan Liu, Zhaojing Wang (2014). The Effect of Integrity of Product Image and Perfectionism Personality of Consumer on Purchase Intentions. Journal of Economics, Management and Trade , 233–244. https://doi.org/10.9734/BJEMT/2015/13524

Affiliations

Ying Xu — School of Culture and Social Development Studies, Southwest China University, China
Xiaofu Pan — School of Culture and Social Development Studies, Southwest China University, China
Dandan Liu — School of Culture and Social Development Studies, Southwest China University, China
Zhaojing Wang — School of Culture and Social Development Studies, Southwest China University, China

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