Does Image Matter While Shopping for a Smartphone? A Cross-Cultural Study of Indian and Canadian Consumers

ABSTRACTThe purpose of this study is to examine the role of image congruence (match/mismatch between one's self-image and a product's image) and face consciousness (a person's willingness to enhance reputation in the society) in determining consumer behavior towards the use of smartphones across India and Canada. Data were collected from Indian and Canadian respondents. Confirmatory factor analysis and structural equation modeling were employed to test the proposed model. The results revealed that Indian consumers are more face conscious and give more importance to their social image and ideal social image than Canadian consumers. On the other hand, Canadian consumers are more concerned with their actual and ideal image while making smartphone purchase decisions.