Cognitive Dissonance and Customer's Online Purchase Intention

Abstract

The systematic literature review (SLR) explores the relationship between cognitive dissonance and purchase intention in consumers' online behavior. It emphasizes the dynamic nature of online consumer behavior and its influence on decision-making. The study conducts a comprehensive review of 53 publications using “cognitive dissonance” and “customer intention” as search keywords. The results contribute to the scholarly discussion and offer perspectives for enhancing online marketing strategies. The paper also provides a conceptual framework and suggestions for further research in this area.