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

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.