Facts or belief: examining the effect of the cognitive dissonance on brand switching, purchase regret and satisfaction level

IF 2.1 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE Global Knowledge Memory and Communication Pub Date : 2023-04-14 DOI:10.1108/gkmc-12-2022-0277

Razan Ibrahim Awwad, Blend Ibrahim, Cinoj George, Sameer Hamdan, K. Nair

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Abstract

Purpose This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context. Design/methodology/approach The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses. Findings The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT. Originality/value This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.

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事实或信念:考察认知失调对品牌转换、购买后悔和满意度的影响

目的本研究旨在探讨网络购物情境下认知失调对品牌转换(BS)和满意度水平(SAT)的相对影响，并考虑购买后悔(PRG)在这两种关系中的中介作用。设计/方法/方法收集354名参与者的数据，采用结构方程建模和中介分析对概念模型假设进行检验。研究结果表明，认知失调对PRG有积极影响。认知失调与SAT呈负相关且不显著，认知失调与BS呈显著负相关。PRG与BS呈显著正相关。本研究通过考察认知失调对BS和SAT的影响，揭示了认知失调如何以及在什么条件下促进在线购物情境下BS和SAT的潜在机制，为认知失调的研究提供了新的贡献。

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来源期刊

Global Knowledge Memory and Communication INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

4.20

自引率

16.70%

发文量