Unraveling The Impact Of Cognitive Dissonance On Online Shopping Behavior And Post-Purchase Behavior: A Study Among Young Consumers

Abstract

This research investigates the intricate relationship between cognitive dissonance, online shopping behavior, and post-purchase sentiment, particularly among young consumers aged 16 to 30. Employing an empirical research design, the study explores how cognitive dissonance influences various dimensions of online shopping and subsequent consumer opinions. Utilizing Percentage analysis, Correlation, and Regression analysis, the study reveals a positive correlation between consumer behavior variables (web atmosphere, social factors, situational factors, e-retailer image, and trust) and cognitive dissonance. Furthermore, it identifies a significant impact of cognitive dissonance variables (emotion, wisdom of purchase, and concern over deal) on post-purchase behavior. The findings suggest that marketers can prioritize enhancing online shopping behavioral factors to mitigate cognitive dissonance and foster favorable post-purchase sentiments among consumers.