Download pdf
Understanding and Addressing Consumer Post-Purchase Dissonance in E-commerce: Influential Factors and Effective Measurements
- 1 East China Normal University, Street500 Dongchuan Road, Shanghai, China
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of technology and the widespread adoption of the Internet, e-commerce has become an integral part of people's daily lives. In e-commerce scenarios, consumers can browse and purchase goods anytime and anywhere, enjoying unprecedented convenience. However, at the same time, the issue of post-purchase dissonance has gradually become prominent. This paper aims to explore the influencing factors and management measures of consumer post-purchase dissonance psychology in e-commerce scenarios. The article first reviews the theory of post-purchase dissonance and the theory of perceived psychological contract violation-, providing a theoretical foundation for subsequent research. Then, through a literature review, it identifies multiple factors affecting consumer post-purchase dissonance, including customer service quality, costs incurred from returns, and uncertainties in online shopping. To effectively manage post-purchase dissonance, enterprise managers should focus on improving service quality, optimizing the return process, and reducing shopping uncertainties. Additionally, strengthening consumer education and enhancing their cognitive ability regarding product information and decision-making skills in shopping are also important ways to reduce post-purchase dissonance.
Keywords
Post-purchase dissonance, consumer psychology, e-commerce
[1]. Liu, Y. (2022). Research on the mechanism of consumer online shopping return behavior from a post-purchase dissonance perspective. Business Economics, (6), 52-55+179. https://doi.org/10.19905/j.cnki.syjj1982.2022.06.009
[2]. Hayes, L. (1998). Service takes a holiday. The New York Times, C1.
[3]. Jiang, L. (2007). Consumer behavior (pp. 156-177). Science Press.
[4]. Luo, Z.M. (2007). Consumer psychology (3rd ed., pp. 104-153). Tsinghua University Press.
[5]. Cao, M.L., & Han, X.J. (2001). Consumer psychology. Hebei University Press.
[6]. Peng, H. (2023). Research on the structure of uncertainty in online shopping and its impact on return intention. Hebei University of Science and Technology. https://doi.org/10.27107/d.cnki.ghbku.2023.000297
[7]. Huang, C.F. (2016). Research on the impact of massive price reduction promotions on consumer post-purchase dissonance and post-purchase evaluations on online shopping platforms. Finance World, (36), 345. https://doi.org/10.16266/j.cnki.cn11-4098/f.2016.24.300
[8]. Hajli, N. (2013). Online consumer behavior: Theory and research in social media, advertising, and e-tail. Routledge.
[9]. Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
[10]. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of electronic commerce, 16(2), 5-14.
[11]. Liu, Y. (2022). Research on consumer return behavior in the online shopping environment. Zhongnan University of Economics and Law. https://doi.org/10.27660/d.cnki.gzczu.2020.001640
[12]. Yang, Y.H. (2023). Backstabbed by return rates, Douyin e-commerce cries foul. Beijing Business Today, (003). https://doi.org/10.28036/n.cnki.nbjxd.
[13]. Wang, Y.J. (2022). Research on the influence of KOLs on consumer return behavior in the context of live-streaming e-commerce. Hebei Enterprise, (4), 38-40. https://doi.org/10.19885/j.cnki.hbqy.
Cite this article
Qi,D. (2024).Understanding and Addressing Consumer Post-Purchase Dissonance in E-commerce: Influential Factors and Effective Measurements.Advances in Economics, Management and Political Sciences,108,15-21.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content
About volume
Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).