Factors that influence consumer regret in online purchases
a systematic literature review
DOI:
https://doi.org/10.47385/cadunifoa.v20.n55.5605Keywords:
cognitive dissonance, online shopping, post-purchase dissatisfactionAbstract
This study investigated the factors that influence consumer regret when purchasing online, focusing on cognitive dissonance. Based on a systematic review of 18 articles from the Scopus and Web of Science databases, the main factors identified include unmet expectations, negative reviews, lack of clear information, perceived risk, and impulse buying. These elements contribute to post-purchase dissatisfaction by generating a disparity between expectations and the reality of the products purchased. The study indicates that frustrated expectations and negative reviews from other consumers are the most frequent causes of cognitive dissonance, followed by lack of details about the products and perceived risk. Impulse buying, although less impactful, also affects consumer satisfaction. The study aims to assist the e-commerce sector by providing strategies to reduce consumer regret and increase satisfaction and loyalty, in addition to recommending practices that minimize cognitive dissonance and increase customer satisfaction. It is suggested that e-commerce companies invest in clear and transparent communication, aligning their campaigns with the real characteristics of the products and promoting positive reviews. The research concludes that alignment between communication and product reality can minimize cognitive dissonance and thus contribute to a more positive long-term relationship between consumers and online retailers.
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