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

Ibrahim Awwad R., IBRAHIM B., George C., Hamdan S., Nair K.

Global Knowledge, Memory and Communication, 2023 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1108/gkmc-12-2022-0277
  • Dergi Adı: Global Knowledge, Memory and Communication
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, Periodicals Index Online, Aerospace Database, Communication Abstracts, Educational research abstracts (ERA), Historical Abstracts, Index Islamicus, Information Science and Technology Abstracts, INSPEC, Library and Information Science Abstracts, Library Literature and Information Science, Library, Information Science & Technology Abstracts (LISTA), Metadex, MLA - Modern Language Association Database, Civil Engineering Abstracts
  • Anahtar Kelimeler: Cognitive dissonance, Purchase regret, Satisfaction level, Brand switching, Online shopping context
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

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.