ÇEVRİMİÇİ ANLIK ALIŞVERİŞ, BİLİŞSEL UYUMSUZLUK VE OLUMSUZ KULAKTAN KULAĞA İLETİŞİM: İLİŞKİ KALİTESİ ODAKLI DÜZENLEYİCİLİ ARACILIK MODELİ

Öz

Bu çalışma, Bilişsel Uyumsuzluk Teorisi temelinde, çevrim içi anlık alışveriş ile olumsuz kulaktan kulağa iletişim arasındaki ilişkide bilişsel uyumsuzluğun aracı rolünü incelemekte ve bu süreçte ilişki kalitesinin düzenleyici etkisini araştırmaktadır. Çevrim içi alışveriş yapan 403 tüketiciden elde edilen veriler kullanılarak hipotezler PROCESS analizleri (Model 4, Model 58 ve Model 14) aracılığıyla test edilmiştir. Bulgular, bilişsel uyumsuzluğun çevrim içi anlık alışveriş ile olumsuz kulaktan kulağa iletişim arasındaki ilişkiye aracılık ettiğini ortaya koymaktadır. İlişki kalitesinin çevrim içi anlık alışveriş ile bilişsel uyumsuzluk arasındaki ilişki üzerinde anlamlı bir düzenleyici etkisi bulunmazken, bilişsel uyumsuzluk ile olumsuz kulaktan kulağa iletişim arasındaki ilişkiyi anlamlı biçimde düzenlediği tespit edilmiştir. Düzenleyicili aracılık analizi, çevrim içi anlık alışverişin bilişsel uyumsuzluk yoluyla olumsuz kulaktan kulağa iletişim üzerindeki dolaylı etkisinin ilişki kalitesi düzeylerine göre anlamlı biçimde değiştiğini ortaya koymaktadır. Araştırma, ilişki kalitesi gibi uzun vadeli yatırımların anlık alışveriş bağlamındaki rolüne ilişkin yönetsel içgörüler sunarak anlık alışveriş literatürüne katkıda bulunmaktadır.

Anahtar Kelimeler

• Çevrimiçi Anlık Alışveriş Davranışı
• Bilişsel Uyumsuzluk
• Olumsuz Kulaktan Kulağa İletişim
• İlişki Kalitesi
• Çevrimiçi Perakendecilik

ONLINE IMPULSE BUYING, COGNITIVE DISSONANCE AND THE NEGATIVE WORD-OF-MOUTH: A MODERATED MEDIATION MODEL OF RELATIONSHIP QUALITY

Öz

This study examines the mediating role of cognitive dissonance in the relationship between online impulse buying and negative word-of-mouth (NWOM) and further explores the moderating effect of relationship quality in this process, based on Cognitive Dissonance Theory. Using data from 403 online customers, the study tests hypotheses through PROCESS analyses (Model 4, 58, and Model 14). Findings reveal that cognitive dissonance mediated the relationship between impulse buying and NWOM. While relationship quality does not moderate the relationship between impulse buying and cognitive dissonance, it significantly moderates the relationship between cognitive dissonance and NWOM. Ultimately, the moderated mediation analysis confirms that the overall indirect effect of impulse buying on NWOM via cognitive dissonance varied significantly across levels of relationship quality. This research contributes to the impulse buying literature by offering insights for managers on the role of long-term investments, such as relationship quality, in impulse buying.

Anahtar Kelimeler

• Online Impulse Buying Behavior
• Cognitive Dissonance
• Negative Word-of-Mouth
• Relationship Quality
• Online Retailing

Kaynakça

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