Does gender influence the relationship between Self-Image and house purchase intention?

Self-image plays a major role in consumer behavior house purchase domain. Gender influences on self-image and house purchase is ambiguous and uncertain in the literature. The purpose of this study is to investigate the impact of gender moderation on the relationship between self-image and house purchasing intention. The quantitative research method was used for this study. Potential luxury housing buyers in Sri Lanka were used as a population of the study and a structured questionnaire survey was conducted to collect data. The sample size of the study is 100. Four hypotheses were developed for the study and those hypothesized were analysed using Partial Least Square (PLS) analysis. The findings reveal that actual self-image and house purchase intention have a significant positive relationship and there is no relationship between ideal self-image and house purchase intention. Further, the study failed to support that gender moderates the relationship between self-image (actual and ideal) and house purchasing intention. The present findings of the study will be beneficial for real estate developers, real estate marketers/managers, and academia, relating to the house purchase intention in the luxury housing market.