Measuring Post-purchase Regret and Impulse Buying in Online Shopping Experience from Cognitive Dissonance Theory Perspective

Nurul Asmak Md Lazim, Z. Sulaiman, orhayati Zakuan, Adaviah Mas’od, Thoo Ai Chin, S. Awang
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引用次数: 5

Abstract

This study adopted the Cognitive Dissonance Theory (CDT) to investigate the effects of internal and external factors on consumers’ shopping behaviour, as well as to explore how consumers overcome post-purchase regret of online impulse buying. Data were gathered from 422 respondents via online questionnaire. The statistical model was tested by using the Structural Equation Modelling (SEM) technique in Partial Least Square (SmartPLS) version 3.2.7 and Statistical Package for Social Science (SPSS) version 20.0. The findings indicate that sales promotion, bank card payment, visual merchandising, pricing, and online review significantly influenced impulse buying, while hedonic shopping motivation did not display any moderating function. Impulse buying positively influenced post-purchase regret and was moderated by materialism. Recommendations to marketers and limitation of this study are provided.
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基于认知失调理论的网上购物后悔与冲动购买测量
本研究采用认知失调理论(Cognitive Dissonance Theory, CDT),考察内外因素对消费者购物行为的影响,探讨消费者如何克服网上冲动购买的购后后悔。通过在线问卷收集了422名受访者的数据。采用偏最小二乘法(SmartPLS) 3.2.7版和社会科学统计软件包(SPSS) 20.0版中的结构方程建模(SEM)技术对统计模型进行检验。研究发现,促销、银行卡支付、视觉商品、定价和在线评论对冲动购买有显著影响,而享乐性购物动机不表现出任何调节作用。冲动购买正向影响购后后悔,并受物质主义的调节。最后提出了对市场营销者的建议和本研究的局限性。
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