Understanding Consumers' Post-Purchase Dissonance by Online Impulse Buying-Beauty Product

With the rise of m-commerce, consumers' shopping habit nowadays has changed. People now rely on mobile devices to purchase goods. However, as the convenience m-commerce bring about, the chance which consumers have impulse buying behaviors also increases. Furthermore, problems like post-purchase dissonance (e.g. emotion dissonance, product dissonance) arise as well. Therefore, in order to have better understanding of what cause impulse buying behavior and the relationship with cognitive dissonance, we adopt the concept from Powers and Jacks [1]. Moreover, we also consider hedonic value, utilitarian value and mobile page quality as the antecedents of impulse buying behavior. In this study, we use beauty product as the subject to conduct our surveys. After data collection, we receive 107 valid responses in total, and the result shows that hedonic value is the main reason influence impulse buying. To sum up. our findings may be useful for retailers attempting to start their businesses with m-commerce.