網路購物者的認知與心理特質對於認知失調的影響

Abstract

由於購後認知失調被認為會對顧客滿意度以及再購買意圖有負面影響，因而找出影響網路消費者購後認知失調的關鍵因素，便是發展線上通路的企業值得關注的議題。本研究採用Sweeney, Hausknecht, and Soutar (2000)對於購後認知失調所發展的量表，結合Riquelme and Román (2014)於研究中所使用的消費者特徵—即消費者的認知因素(基於網路的資訊蒐集和感知網路有用性)與心理特質(風險趨避)作為購後認知失調的三個前置因子，探討消費者的認知與心理特質對於網路購物者購後認知失調的影響程度，並且，進一步驗證在網路購物的情境下，購後認知失調對於滿意度的影響。 本研究共蒐集445份有效問卷，透過執行結構方程模型分析得出的研究結果顯示，基於網路的資訊蒐集和感知網路有用性皆與購後認知失調呈現負相關且達顯著水準，而風險趨避的人格特質，則與購後認知失調有正向且顯著的關係。此外，購後認知失調也如過往文獻預期對於顧客滿意度有負向的顯著影響。最後，本研究根據以上研究結果提出學術與實務上的意涵。

Since post-purchase cognitive dissonance is thought to have a negative impact on customer satisfaction and repurchase intentions, identifying the key factors affecting online consumers’ post-purchase cognitive dissonance is a matter of concern for companies developing online channels. This study adopts the scale developed by Sweeney, Hausknecht, and Soutar (2000) for post-purchase cognitive dissonance, and combined with the consumer characteristics used by Riquelme and Román (2014)—the consumers’ cognitive factors(Internet-based information search, perceived Internet usefulness) and psychographic traits (risk aversion) as three antecedents of post-purchase cognitive dissonance, exploring the extent to which consumers’ cognitive and psychographic traits affect the online shopper's post-purchase cognitive dissonance and further verifying the impact of post-purchase cognitive dissonance on satisfaction in the context of online shopping. A total of 445 valid questionnaires were collected in this study. Through the analysis of the structural equation model, it was found that Internet-based information search and perceived Internet usefulness are both negatively correlated with post-purchase cognitive dissonance. And risk aversion has a significant positive influence on post-purchase cognitive dissonance. In addition, post-purchase cognitive dissonance also has a significant negative effect on customer satisfaction as expected from previous literature. Finally, this study provides academic and practical implications based on the above findings.