Journal of Yaşar University

Yazarlar: İlke KOCAMAZ, Mustafa KARADENİZ

Konular:Sosyal

Anahtar Kelimeler:Marketing Communications,Consumer Behaviour,Digital Marketing

Özet: In our globalized world, it can be observed that consumers often do their online shopping due to reference group effects and/or their hedonic consumption tendencies. Cognitive dissonance experienced occasionally right after an online shopping experience and the factors leading to cognitive dissonance have been investigated in this study by means of a face to face survey applied to 358 online shopper participants in the city of İstanbul between 5-28 June 2019. Frequency, factor, reliability and correlation analyses have been carried out on SPSS program. LISREL structural equation modelling has been utilized in order to test the significance and reliability of the model. Goodness of Fit index, t-values and standardized solution values have been analysed and it has been revealed that the reference group effect and hedonic consumption tendencies variables actually have a significant effect upon the variables Impulse Buying and Cognitive Dissonance. The fact that the research participants consist only of İstanbul residents is a basic limitation of the research. It is assumed that this research will contribute to the e-commerce companies and their customers. 

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