Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of Economic‌, Management and Accounting, Yazd University

2 MSc. Business Management, Faculty of Economic‌, Management and Accounting, Yazd University

3 MSc. Business Management, Faculty of Economic, Management and Accounting, Yazd University

Abstract

The concept of ‘consonance of human behavior’ is an extension of the general concept of consonance from the physical world to the realm of human behavior. Humans try different practices to coordinate viewpoints and behaviors in order to understand and imagine the world, in which they sometimes face some cognitive dissonance. In terms of data collection, the present study is a survey, and, in terms of data analysis, it is descriptive. The statistical sample consisted of 390 consumers of Kaleh dairy products in the city of Urumieh selected by using Cochran sampling formula. The structural equations’ modeling was done to analyze the research data with the Smart-PLS software. The results of the study showed that wisdom of purchase, impulse buying tendencies, hedonic consumption tendencies, perceived service quality, and anticipated satisfaction have negative and significant effects on cognitive dissonance. Cognitive dissonance, in turn, has a positive and significant effect on the consumption value ­and predicted satisfaction. There was no correlation found between cognitive dissonance and perceived service quality.

Keywords

References

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Journal of Business Administration Researches
Volume 10, Issue 20
February 2019
Pages 215-242

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