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Keywords: Online shopping context
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Journal Articles
Facts or belief: examining the effect of the cognitive dissonance on brand switching, purchase regret and satisfaction level
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Global Knowledge, Memory and Communication (2025) 74 (3-4): 1209–1222.
Published: 14 April 2023
... in an online shopping context. Design/methodology/approach The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses. Findings The findings revealed that the cognitive dissonance positively affects PRG...
