Md. Lazim, Nur Adibah and Sulaiman, Zuraidah and Zakuan, Norhayati and Mas’od, Adaviah and Thoo, Ai Chin and Awang, Siti Rahmah (2020) Measuring post-purchase regret and impulse buying in online shopping experience from cognitive dissonance theory perspective. In: 6th IEEE International Conference on Information Management, ICIM 2020, 27 March 2020 - 29 March 2020, London, United Kingdom.
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Official URL: http://dx.doi.org/10.1109/ICIM49319.2020.244662
Abstract
This study adopted the Cognitive Dissonance Theory (CDT) to investigate the effects of internal and external factors on consumers' shopping behaviour, as well as to explore how consumers overcome post-purchase regret of online impulse buying. Data were gathered from 422 respondents via online questionnaire. The statistical model was tested by using the Structural Equation Modelling (SEM) technique in Partial Least Square (SmartPLS) version 3.2.7 and Statistical Package for Social Science (SPSS) version 20.0. The findings indicate that sales promotion, bank card payment, visual merchandising, pricing, and online review significantly influenced impulse buying, while hedonic shopping motivation did not display any moderating function. Impulse buying positively influenced post-purchase regret and was moderated by materialism. Recommendations to marketers and limitation of this study are provided.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | post-purchase regret, pricing, sales promotion, visual merchandising |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | International Business School |
| ID Code: | 91094 |
| Deposited By: | Yanti Mohd Shah |
| Deposited On: | 31 May 2021 13:45 |
| Last Modified: | 31 May 2021 13:45 |
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