The Effect of Online Impulse Buying Behavior on Post-Purchase Cognitive Dissonance and Intention to Return

Abstract

Purpose – This study aims to examine the effects of online impulse buying on cognitive dissonance and return intention while exploring the relationship between cognitive dissonance and return intention. Design/methodology/approach – The research was conducted using a quantitative research method, and a total of seven hypotheses were determined. To test the hypotheses, data were collected through an online survey shared between February 20 and March 31, 2024. Approval for the survey was obtained from the Ethics Committee of Ankara Hacı Bayram Veli University with the document numbered E.262039. A total of 452 participants responded to the survey, and 396 valid responses were analyzed using Regression Analysis, ANOVA, and T-test to test the hypotheses. Findings – The analyses revealed that online impulse buying can lead to cognitive dissonance and return intentions regarding purchased products, albeit not at a very high level. Furthermore, cognitive dissonance experienced post-purchase was found to significantly affect return intentions. Discussion – Online impulse buying behaviors of consumers may influence the emergence of post-purchase cognitive dissonance and return intentions for purchased products. Additionally, investigating the impact of cognitive dissonance on return intentions and understanding consumers' approaches during the post-purchase process are crucial for marketing managers. This study is expected to contribute to understanding the relationship between online impulse buying, cognitive dissonance, and return intention, as well as addressing cognitive dissonance and return intentions that may arise after purchase.