Irwan Christanto Edy

Factors Shaping the Cognitive Dissonance of Online Consumers (Study of Fashion Products on Shopee in Indonesia)

Introduction

Factors shaping the cognitive dissonance of online consumers (study of fashion products on shopee in indonesia). Study cognitive dissonance in online fashion consumers (millennials on Shopee Indonesia). Discover how lifestyle strongly shapes purchasing decisions, alongside gender and emotions.

Abstract

The study aims to determine the influence of websites on emotion-mediated and cognitive dissonance and moderated lifestyle and gender. The research uses a quantitative approach. The novelty of research is cognitive dissonant behavior by examining its constituent factors. Respondents include the millennial generation who buy fashion products on Shopee. Purposive sampling method. The data collection technique uses a closed questionnaire. The data is statistically analyzed with SEMPLS. The findings of the analysis showed that cognitive dissonance was positively and significantly influenced by lifestyle. The implication of this research is that in online business, every marketer, especially fashion products, must understand the characteristics of the lifestyle that develops in society. Lifestyle is a very strong shaping factor in cognitive dissonance purchasing decisions.

Review

The study addresses a highly relevant and contemporary issue by investigating cognitive dissonance among online consumers of fashion products, specifically targeting the millennial generation on Shopee in Indonesia. This geographical and product-specific context adds a valuable dimension to the existing literature on consumer behavior in e-commerce. The stated aim to explore the constituent factors influencing cognitive dissonance, particularly within a digital purchasing environment, is commendable and offers practical implications for marketers navigating the complexities of online retail. The quantitative approach utilizing SEM-PLS is appropriate for testing proposed relationships, and the focus on the millennial demographic is well-justified given their prominence in online consumption. While the research design employs a robust statistical method like SEM-PLS, several aspects of the methodology and conceptualization require further clarification. The abstract's articulation of the research aim, particularly "the influence of websites on emotion-mediated and cognitive dissonance and moderated lifestyle and gender," is somewhat ambiguous. It is unclear what specific aspects of "websites" are being examined, and the "emotion-mediated" pathway needs explicit definition. More critically, the stated finding that "cognitive dissonance was positively and significantly influenced by lifestyle" contradicts the initial aim of lifestyle *moderating* the relationship. Furthermore, the roles of "websites" and "gender," initially presented as key variables, are entirely absent from the summarized findings, raising questions about the completeness of the abstract's results section or potential unaddressed hypotheses. The use of purposive sampling, while common, should be accompanied by a clear justification for its selection and a discussion of its potential limitations regarding generalizability. The finding that lifestyle significantly influences cognitive dissonance in online fashion purchases is a pertinent insight, validating its importance for marketers seeking to mitigate post-purchase unease. The implication that understanding lifestyle characteristics is crucial for online businesses, especially in the fashion sector, is well-supported by this result. However, for a more comprehensive understanding, future work or a more detailed presentation of this study should elaborate on the specific lifestyle dimensions considered and how they manifest in purchasing decisions. It would also be beneficial to address the unexamined roles of website factors and gender, as initially proposed, to provide a holistic view of the complex interplay of these variables. A discussion on how these findings might translate into specific website design or marketing strategies would further enhance the practical value of the research.

Full Text

Comments

You need to be logged in to post a comment.