دور جودة الموقع الإلکتروني في العلاقة بين سلوک الشراء الفوري والتنافر المعرفي لعملاء مواقع التسوق الإلکتروني بالمملکة العربية السعودية

Abstract

This research aimed to test the relationship between impulsive buying behavior and cognitive dissonance for customers of e-shopping sites in the Kingdom of Saudi Arabia and the role of website quality in this relationship. The multiple regression analysis methods were used to investigate the effect of impulsive buying behavior on cognitive dissonance for customers of e-shopping sites in the Kingdom of Saudi Arabia and the role of website quality in this relationship. A quantitative method was chosen in this research using the deductive approach. To collect the primary data, the researchers designed a questionnaire, and data have been collected from websites from customers of online shopping sites in the Kingdom of Saudi Arabia. The SPSS program is used for processing primary data. The response size is 491, and the valid questionnaires are 479. The results show that impulsive buying behavior, cognitive dissonance, and website quality are significantly related. It indicates that the effect of both cognitive impulsive buying and emotional impulsive buying as independent variables on cognitive dissonance as a dependent variable varies according to website quality, as there is a positive effect of both impulsive buying and emotional impulsive buying on cognitive dissonance whenever the website quality is low, while the effect is negative if the website quality is high. Therefore, the researcher concluded that there is a moderator role for the website quality in the relationship between impulsive buying behavior and cognitive dissonance, as the presence of the website quality changes the relationship from positive to negative, which leads to reducing the cognitive dissonance. The results also found significant differences in customers' perceptions of impulsive buying behavior, website quality, and cognitive dissonance according to demographic characteristics (gender, age, income).