Dataset for "Survey Data for Self-Congruity and Consumer Intention Study"

This dataset accompanies the manuscript titled “The impact of viewers’ self-congruity on purchase and word-of-mouth intentions in e-commerce live streaming: The moderating role of product type”, submitted to Electronic Commerce Research. The dataset contains responses from 516 Chinese consumers who participated in an online survey focused on livestreaming-based e-commerce. The study investigates how four dimensions of self-congruity—actual, ideal, social, and ideal social self-congruity—influence consumers’ trust and attachment toward streamers, and how these psychological responses further impact purchase intention and word-of-mouth intention. Data were collected using a structured questionnaire with validated multi-item Likert scales adapted from prior literature. Structural equation modeling (SEM) and multi-group analysis were conducted to examine the hypothesized relationships and test the moderating role of product type (hedonic vs. utilitarian).