Understanding and Addressing Consumer Post-Purchase Dissonance in E-commerce: Influential Factors and Effective Measurements

Abstract

With the rapid development of technology and the widespread adoption of the Internet, e-commerce has become an integral part of people's daily lives. In e-commerce scenarios, consumers can browse and purchase goods anytime and anywhere, enjoying unprecedented convenience. However, at the same time, the issue of post-purchase dissonance has gradually become prominent. This paper aims to explore the influencing factors and management measures of consumer post-purchase dissonance psychology in e-commerce scenarios. The article first reviews the theory of post-purchase dissonance and the theory of perceived psychological contract violation-, providing a theoretical foundation for subsequent research. Then, through a literature review, it identifies multiple factors affecting consumer post-purchase dissonance, including customer service quality, costs incurred from returns, and uncertainties in online shopping. To effectively manage post-purchase dissonance, enterprise managers should focus on improving service quality, optimizing the return process, and reducing shopping uncertainties. Additionally, strengthening consumer education and enhancing their cognitive ability regarding product information and decision-making skills in shopping are also important ways to reduce post-purchase dissonance.