Post-purchase dissonance when buying two types of handmade products on the Internet

Abstract

The study of post-purchase dissonance can help the masters of the handmade industry effectively organize business processes and plan communications with consumers. The article presents the difference in the formation of processes associated with consumer actions in relation to a possible purchase, depending on the two types of handmade products presented for purchase on online storefronts. The article studies the factors contributing to the occurrence of post-purchase dissonance and the effects caused by post-purchase dissonance, a study of the characteristics of post-purchase dissonance on the Internet, a study of points of view on consumer behavior patterns when shopping for handmade products online, a study of post-purchase dissonance among consumers of handmade products to determine the level of post-purchase dissonance when making purchases of ready-made handmade products and hand-made products to order on the Internet and comparing them. A study conducted by the author has shown that there are differences in the level of post-purchase dissonance when shopping for ready-made handmade products compared to purchases of handmade products to order. Regret about the outcome of the purchase and the purchasing decision-making process is higher in the case of buying a made-to-order product, as buyers are guided when making this type of purchase. In the case of buying a ready-made handmade product, respondents regret the result of the purchase more than the process of making a purchase decision. When buying a made-to-order handmade product, respondents regret the purchasing decision process more than the result of the purchase. The findings are important for developing ways to reduce consumer doubts and regrets about their purchases.