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

Yıl 2020, Cilt: 5 Sayı: 2, 127 - 146, 29.12.2020

Hüseyin Ekizler

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

Kaynakça

• Bagozzi R.P. & Yi, Y. (1988). On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1), 74-94.
• Bagozzi, R.P. & Yi, Y. (2012), “Specification, evaluation, and interpretation of structural equation models”, Journal of the Academy of Marketing Science, 40(1), 8-34.
• Benartzi, S., & Thaler, R. H. (2001). Naive diversification strategies in defined contribution saving plans. American economic review, 91(1), 79-98.
• Bolia, B., Jha, S., & Jha, M. K. (2016). Cognitive dissonance: a review of causes and marketing implications. Researchers World, 7(2), 63-76.
• Calder, B. J., & Burnkrant, R. E. (1977). Interpersonal influence on consumer behavior: An attribution theory approach. Journal of Consumer Research, 4(1), 29-38.
• Cho, S., & Workman, J. (2011). Gender, fashion innovativeness and opinion leadership, and need for touch. Journal of Fashion Marketing and Management: An International Journal, 15(3), 363-382.
• Festinger, L. (1957). A theory of cognitive dissonance (Vol. 2). California, USA: Stanford university press.
• Fornell, C. & Larcker, F.D. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 39-50.
• Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
• Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
• Kahn, B. E., & Sarin, R. K. (1988). Modeling ambiguity in decisions under uncertainty. Journal of consumer Research, 15(2), 265-272.
• Keller, K. L., & Staelin, R. (1987). Effects of quality and quantity of information on decision effectiveness. Journal of Consumer Research, 14(2), 200-213.
• Malhotra, N. K., Jain, A. K., & Lagakos, S. W. (1982). The information overload controversy: An alternative viewpoint. Journal of Marketing, 46(2), 27-37.
• Manzano, R., Ferran, M., Gavilan, D., Avello, M., & Abril, C. (2016). The Influence of Need for Touch in Multichannel Purchasing Behaviour. An approach based on its instrumental and autotelic dimensions and consumer´ s shopping task. International Journal of Marketing, Communication and New Media, 4(6), 1-7.
• Matzler, K., Stieger, D., & Füller, J. (2011). Consumer confusion in internet-based mass customization: Testing a network of antecedents and consequences. Journal of Consumer Policy, 34(2), 231-247.
• Mitchell, V. W., & Papavassiliou, V. (1999). Marketing causes and implications of consumer confusion. Journal of Product & Brand Management, 8(4), 319-339
• Mitchell, V. W., Walsh, G., & Yamin, M. (2005). Towards a conceptual model of consumer confusion. In NA - Advances in Consumer Research Volume 32, eds.
• Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, 143-150.
• Moon, S. J., Costello, J. P., & Koo, D. M. (2017). The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction. International Journal of Advertising, 36(2), 246-271.
• Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33-44.
• Özkan, E., & Tolon, M. (2015). The effects of information overload on consumer confusion: An examination on user generated content. Bogazici Journal: Review of Social, Economic & Administrative Studies, 29(1), 27-51.
• Poiesz, T. B., & Verhallen, T. M. (1989). Brand confusion in advertising. International Journal of Advertising, 8(3), 231-244.
• Ranjbarian, B., Safari, A., Karbalaei, R., & Jamshidi, M. (2014). An Analysis of the Consumer’s Spiritual Intelligence on its Post-Purchase Cognitive Dissonance and Satisfaction: Consumers of home Appliances in Naein City as a Case Study. Advances in Environmental Biology, 8(17), 984-990.
• Scanlan, L., & Mcphail, J. (2000). Forming service relationships with hotel business travelers: The critical attributes to improve retention. Journal of Hospitality & Tourism Research, 24(4), 491-513.
• Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of consumer research, 37(3), 409-425.
• Schwarz, N. (2004). Metacognitive experiences in consumer judgment and decision making. Journal of Consumer Psychology, 14(4), 332-348.
• Schweizer, M., Kotouc, A. J., & Wagner, T. (2006). Scale development for consumer confusion. Advances in consumer Research, 33(1), 184-190.
• Soutar, G. N., & Sweeney, J. C. (2003). Are there cognitive dissonance segments?. Australian Journal of Management, 28(3), 227-249.
• Strader, T. J., & Shaw, M. J. (1999). Consumer cost differences for traditional and Internet markets. Internet Research, 9(2), 82-92.
• Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.
• Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5, pp. 481-498). Boston, MA: Pearson.
• Tawinunt, K., Phimonsathien, T., & Fongsuwan, W. (2015). Service Quality and customer relationship management affecting customer retention of long-stay travelers in the Thai tourism industry: A SEM approach. International Journal of Arts & Sciences, 8(2), 459-477.
• Turnbull, P. W., Leek, S., & Ying, G. (2000). Customer confusion: The mobile phone market. Journal of Marketing Management, 16(1-3), 143-163.
• Walsh, G., & Mitchell, V. W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859.
• Walsh, G., Hennig-Thurau, T., & Mitchell, V. W. (2007). Consumer confusion proneness: scale development, validation, and application. Journal of Marketing Management, 23(7-8), 697-721.
• Wang, Q., & Shukla, P. (2013). Linking sources of consumer confusion to decision satisfaction: the role of choice goals. Psychology & Marketing, 30(4), 295-304.
• Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.
• Workman, J. E. (2010). Fashion consumer groups, gender, and need for touch. Clothing and Textiles Research Journal, 28(2), 126-139.