Measuring post-purchase regret and impulse buying in online shopping experience from cognitive dissonance theory perspective

• Main Authors: Md. Lazim, Nur Adibah, Sulaiman, Zuraidah, Zakuan, Norhayati, Mas’od, Adaviah, Thoo, Ai Chin, Awang, Siti Rahmah
• Format: Conference or Workshop Item
• Published: 2020
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/91094/; http://dx.doi.org/10.1109/ICIM49319.2020.244662

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 q...