Understanding The Factors Contributing To Cognitive Dissonance During Online Purchases: A Practical Investigation With A Focus On Electronic Goods

Abstract

In the era of digital commerce, online shopping has become an integral part of daily life for millions worldwide. The convenience and accessibility offered by e-commerce platforms have revolutionized the retail industry, particularly in the realm of electronic goods. Despite its widespread adoption, online shopping is not without its challenges. The paper aims to explore the phenomenon of cognitive dissonance during online purchases of electronic goods, examining its causes, manifestations, and implications for consumers and businesses alike. For consumers, cognitive dissonance during online purchases of electronic goods can have several implications. It can lead to decision paralysis, hindering the ability to make informed and timely purchase decisions. This, in turn, can result in missed opportunities, as well as frustration and dissatisfaction with the shopping experience. Moreover, cognitive dissonance can contribute to buyer's remorse, causing consumers to second-guess their decisions and feel dissatisfied with their purchases. Over time, repeated experiences of cognitive dissonance may undermine trust in online shopping platforms, leading consumers to seek alternative shopping channels or refrain from purchasing electronic goods online altogether.