An analysis of self-concept, store image and store patronage behavior from a cross-cultural perspective

The purposes of the study were to (a) examine the influences of culture and gender on Generation Y consumers self-concept, (b) examine the influences of culture and gender on the relative importance of apparel retail store image attributes among Generation Y consumers, (c) examine the influences of culture, gender, self-concept and the relative importance of store image attributes on Generation Y consumers patronage behaviors and (d) examine the relationship between self-concept and the relative importance of apparel retail store image attributes. Results showed that self-concept, the relative importance of apparel retail store image attributes and patronage behavior significantly differed between male and female as well as American and Taiwanese Generation Y consumers. There were significant relationships between self-concepts, the relative importance of apparel retail store image attributes and patronage behavior among Generation Y consumers. Applications of the results were discussed.