The Moderating Effect of Desire to Interact with Salesperson on the Consumer Confusion-Cognitive Dissonance Relationship: A Case in Technology Markets

Öz

The purpose of this research is to provide a better understanding of the factors causing cognitive dissonance, which is arising from the consumer’s post-purchase conflict. Therefore, the study is focused on similarity confusion, ambiguity confusion and overload confusion where consumers are faced in pre-purchase phase, also the study is considered the moderating role of consumer’s desire to interact with salesperson -social and autotelic- in this relationship. The research was consisted of 321 consumer who experienced traditional shopping in technology stores at least once. Data was collected via online survey tool by using convenience and snowball sampling techniques. The validity and reliability of the measurements were verified by performing Exploratory and Confirmatory Factor Analyses separately, then the proposed research hypothesis were tested with Structural Equation Modeling. The findings indicated that two dimensions of consumer confusion -ambiguity and overload confusion- have a significant and positive effect on all cognitive dissonance dimensions, whereas similarity confusion has a significant effect only on concern over deal. Additionally, this study revealed that desire to interact with salesperson socially decreases the concern over deal in the existence of ambiguity confusion.

Anahtar Kelimeler

• Consumer Behavior
• Consumer Confusion
• Cognitive Dissonance
• Desire to Interact with Salesperson
• Structural Equation Modeling

TÜKETİCİ KARMAŞASI - BİLİŞSEL UYUMSUZLUK İLİŞKİSİNDE SATIŞ PERSONELİ İLE ETKİLEŞİMİN DÜZENLEYİCİ ROLÜ: TEKNOLOJİ MAĞAZALARI ÖRNEĞİ

Öz

Bu araştırmanın amacı tüketicilerin kendi içlerinde satış sonrası yaşadıkları çatışma olan bilişsel uyumsuzluğa neden olan etmenlerin daha iyi anlaşılmasını sağlamaktır. Bu sebeple araştırma, satın alma öncesinde tüketicilerin yüz yüze geldiği benzerlik karmaşası, belirsizlik karmaşası ve fazla bilgi karmaşası kavramlarına odaklanmış, ayrıca tüketicilerin satış personeli ile olan -sosyal, faydacı- etkileşim isteklerinin düzenleyici rolü de incelenmiştir. Araştırma, teknoloji mağazalarında yapılan geleneksel alış verişi kapsamakta olup, tasarlanan modeli test etmek için çevrimiçi anket yoluyla kolayda ve kartopu örnekleme yöntemleri kullanılarak 321 tüketici verisinden toplanmıştır. Keşfedici ve Doğrulayıcı Faktör analizi ile araştırmada kullanılan ölçeklerin geçerlilik ve güvenilirlikleri doğrulanmış, sonrasında ise Yapısal Eşitlik Modeli ile önerilen hipotezler test edilmiştir. Tüketici karmaşasının üç boyutundan ikisinin -belirsizlik karmaşası ve fazla bilgi karmaşası- bilişsel uyumsuzluğun tüm boyutlarını pozitif ve anlamlı şekilde, diğer boyut olan benzerlik karmaşasının ise sadece akılcı satın almayı anlamlı şekilde etkilediği görülmüştür. Satış personeli ile sosyal etkileşim isteğinin belirsizlik karmaşası yaşandığı durumda kandırılma endişesini azalttığı da araştırmanın bir diğer bulgusu olmuştur.

Anahtar Kelimeler

• Tüketici Davranışı
• Tüketici Karmaşası
• Bilişsel Uyumsuzluk
• Satış Personeli ile Etkileşim İsteği
• Yapısal Eşitlik Modeli

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