Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase

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SABOKROO MAHDI; Bagheri Gara Bolagh Houshmand; GHOLAMI MOHAMMAD REZA

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Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2019 | Volume:10 | Issue:20 Page(s): 215-242

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Title

Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase

Author(s)

SABOKROO MAHDI | Bagheri Gara Bolagh Houshmand | GHOLAMI MOHAMMAD REZA | Issue Writer Certificate

Keywords

Cognitive dissonanceQ1

Wisdom of purchaseQ1

Repurchase intentionQ1

Kaleh companyQ1

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.

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APA: Copy

SABOKROO, MAHDI, Bagheri Gara Bolagh, Houshmand, & GHOLAMI, MOHAMMAD REZA. (2019). Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 10(20 ), 215-242. SID. https://sid.ir/paper/383352/en

Vancouver: Copy

SABOKROO MAHDI, Bagheri Gara Bolagh Houshmand, GHOLAMI MOHAMMAD REZA. Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2019;10(20 ):215-242. Available from: https://sid.ir/paper/383352/en

IEEE: Copy

MAHDI SABOKROO, Houshmand Bagheri Gara Bolagh, and MOHAMMAD REZA GHOLAMI, “Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 10, no. 20 , pp. 215–242, 2019, [Online]. Available: https://sid.ir/paper/383352/en

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