BİLİŞSEL UYUMSUZLUKTAN PİŞMANLIĞA: BİLİŞSEL UYUMSUZLUĞUN TÜKETİCİ PİŞMANLIĞI, ŞİKAYET DAVRANIŞI VE TEKRAR SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİ

Öz

Bu çalışmanın amacı, bilişsel uyumsuzluğun tüketici pişmanlığı, şikâyet davranışı ve tekrar satın alma niyeti üzerindeki etkilerini belirlemek ve bu etkileşimde tüketici pişmanlığının aracılık rolünü göz önünde bulundurarak incelemektir. Çalışmada mobilya alışverişi yapan tüketicilerin bilişsel uyumsuzluk sonrası yaşadığı pişmanlık, şikâyet ve tekrar satın alma niyeti davranışları tespit edilmeye çalışılmıştır. Veriler çevrimiçi anket yöntemi ile 307 katılımcıdan toplanmıştır. Verilerin analizinde Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılmıştır. Araştırma sonuçlarına göre bilişsel uyumsuzluğun tüketici pişmanlığını güçlü ve pozitif yönde etkilediği belirlenmiştir. Aynı zamanda tekrar satın alma niyetini negatif ve şikâyet davranışını ise pozitif yönde etkilediği tespit edilmiştir. Çalışmada tüketici pişmanlığının tekrar satın alma niyetini negatif ve şikâyet davranışını ise pozitif yönde etkilediği ortaya konulmuştur. Sonuçlar, tüketici pişmanlığının bilişsel uyumsuzluk ile şikâyet davranışı ve bilişsel uyumsuzluk ile tekrar satın alma niyeti arasında kısmi aracılık rolü olduğunu göstermiştir. Çalışma bilişsel uyumsuzluğun şikâyet davranışı ve tekrar satın alma niyeti üzerindeki etkisini inceleyerek ve tüketici pişmanlığının bu etkideki aracılık rolünü ortaya koyarak literatüre katkı sağlamıştır.

Anahtar Kelimeler

• Bilişsel Uyumsuzluk
• Tüketici Pişmanlığı
• Şikâyet Davranışı
• Tekrar Satın Alma Niyeti

Destekleyen Kurum

Destekleyen herhangi bir kurum bulunmamaktadır.

Etik Beyan

Bu çalışmanın etik kurallara uygunluğu, Yozgat Bozok Üniversitesi Etik Kurulu tarafından 18.06.2025 tarihli ve 26/35 sayısı kararıyla onaylanmıştır.

Teşekkür

Gösterdikleri yoğun ilgi ve emeklerinde dolayı Pazarlama ve Pazarlama Araştırmaları Dergisi Editör Kurulu’na ve sağladıkları katkılarında dolayı hakemlere teşekkür ederim.

FROM COGNITIVE DISSONANCE TO REGRET: THE EFFECTS OF COGNITIVE DISSONANCE ON CONSUMER REGRET, COMPLAINT BEHAVIOR AND REPURCHASE INTENTION

Öz

The aim of this study is to determine the effects of cognitive dissonance on consumer regret, complaint behavior, and repurchase intention, and to examine these interactions by considering the mediating role of consumer regret. The study seeks to identify the post-cognitive dissonance behaviors of regret, complaint, and repurchase intention among consumers who have purchased furniture. Data were collected from 307 participants via an online survey method. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized for data analysis. According to the research results, it was determined that cognitive dissonance has a strong and positive effect on consumer regret. Simultaneously, it was found to affect repurchase intention negatively and complaint behavior positively. The study revealed that consumer regret influences repurchase intention negatively and complaint behavior positively. The results demonstrated that consumer regret plays a partial mediating role between cognitive dissonance and complaint behavior, as well as between cognitive dissonance and repurchase intention. This study contributes to the literature by examining the impact of cognitive dissonance on complaint behavior and repurchase intention, and by revealing the mediating role of consumer regret in this effect.

Anahtar Kelimeler

• Cognitive Dissonance
• Consumer Regret
• Complaint Behavior
• Repurchase Intention

Kaynakça

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