THE EFFECT OF CONSUMER DECISION MAKING STYLES ON COGNITIVE DİSSONANCE ALONG WITH THE ROLE OF THE PERCEIVED RISK AS A MODERATOR IN ONLINE SHOPPING
THE EFFECT OF CONSUMER DECISION MAKING STYLES ON COGNITIVE DİSSONANCE ALONG WITH THE ROLE OF THE PERCEIVED RISK AS A MODERATOR IN ONLINE SHOPPING

Summary/Abstract: The purpose of this research is to examine the moderator effect of the perceived risk between consumer decision making styles and cognitive dissonance. The impact differences of the interaction effect and the direct effect of consumer decision-making styles on cognitive dissonance have been tried to be determined in online shopping. The study also gives an answer to the question if there are meaningful impact between cognitive dissonance, perceived risk and customer satisfaction. The research is restricted to "online private shopping sites”. The analysis of the data (N=510) through Structural Equation Modeling (SEM) in AMOS reveals that: cognitive dissonance has negative impact on customer satisfaction; despite the fact that consumer decision-making styles have no significant impact on cognitive dissonance, perceived risk has a moderation role in the link between consumer decision making styles and cognitive dissonance; consumer decision making styles has significant effect on customer satisfaction and, perceived risk has positive impact on cognitive dissonance. The results are expected to provide insight into online shopping sites, to improve data-base marketing and advertising practices and to reduce cognitive dissonance and perceived risk factors for success and more customer satisfaction. Finally, the theoretical and managerial implications of the study are discussed. In addition, directions for future research are presented.

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