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Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites

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Abstract

In this information-based era, online shopping has become prevalent. A well-designed webpage interface (visual appeal) could promote consumers’ emotions (pleasure and arousal), thus stimulating their impulse buying. However, existing researches regarding online impulse buying are mainly focused on the influence of website attribute stimulation on impulse buying, without probing into consumers’ post-purchase cognitive dissonance (product dissonance and emotional dissonance), and their return intention. Therefore, this study aims to integrate external websites stimuli (visual appeal), emotional responses (pleasure and arousal), and consumers’ impulse buying tendencies, in order to explore the effect on impulse buying and the subsequent effect of post-purchase behavior (post-purchase dissonance and return intention). An online survey was conducted on 428 participants who had purchased apparel products online, in order to empirically examine the proposed research model. Partial Least Squares (PLS) was employed to analyze the research model. The results show that (1) pleasure directly and positively influences consumers’ impulse buying, whereas arousal indirectly influences consumers’ impulse buying through pleasure, (2) impulse buying directly and positively influences consumers’ product dissonance, whereas impulse buying indirectly influences consumers’ emotional dissonance through product dissonance, (3) consumers’ emotional dissonance directly and positively influences consumers’ return intention, whereas product dissonance indirectly influences consumers’ return intention through emotional dissonance.

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Authors and Affiliations

  1. Department of Marketing and Logistics Management, Chaoyang University of Technology, 168, Jifeng E. Rd., Wufeng District, Taichung, 41349, Taiwan, ROC

    Wen-Kuo Chen

  2. Department of Business Administration, Feng Chia University, 100, Wenhwa Road, Seatwen, Taichung, 40724, Taiwan, ROC

    Chien-Wen Chen & Yu-Chun Lin

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  1. Wen-Kuo Chen
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Appendix A. Measurement scales

Appendix A. Measurement scales

Construct

Measure

Adapted source

Visual appeal

  

VA1

This apparel website shows me a plenty of pictures, which are visually pleasing

Floh and Madlberger (2013);

Xiang et al. (2016);

Chi & Sullivan (2018); Zheng et al. (2019)

VA2

This apparel website shows me a plenty of pictures, which are visually appealing

VA3

The colors that are used on this apparel website provider are attractive

VA4

The home page of apparel website is attractive and makes me want to visit

VA5

This apparel website is visually cheerful

Pleasure

  

PL1

When I was shopping in my favorite apparel website, I felt happy

Chang et al. (2014); Hsieh et al. (2014); Kim et al. (2016); Huang et al. (2017)

PL2

When I was shopping in my favorite apparel website, I felt pleased

PL3

When I was shopping in my favorite apparel website, I felt satisfied

PL4

When I was shopping in my favorite apparel website, I felt contented

PL5

When I was shopping in my favorite apparel website, I felt hopeful

Arousal

  

AR1

When I was shopping in my favorite apparel website, I felt excited

Chang et al. (2014); Hsieh et al. (2014); Albrecht et al. (2017); Huang et al. (2017); Zhu et al. (2017)

AR2

When I was shopping in my favorite apparel website, I felt active

AR3

When I was shopping in my favorite apparel website, I felt aroused

AR4

When I was shopping in my favorite apparel website, I felt stimulated

Impulse buying tendency

  

IBT1*

I often buy things spontaneously

Liu et al. (2013); Lim et al. (2017); Chen (2018); Xiang et al. (2016)

IBT2

My shopping style is that I buy goods when I see them

IBT3

I sometimes cannot suppress the feeling of wanting to buy something

IBT4

I sometimes buy things online because I like buying things, rather than because I need them

IBT5

While browsing on apparel website, I often buy things spontaneously

Impulse buying

  

IB1

I did not intend to do this purchase before this shopping session

Park et al. (2012); Lim et al. (2017); Leong et al. (2017);

IB2*

When I find something I like on the Internet I purchase it immediately

IB3

At the apparel website, I make unplanned purchase of goods

IB4

My purchase was spontaneous

IB5

I ended up spending more money than I originally set out to spend

Product dissonance

  

PD1

I wonder if I really need this product

Powers & Jack (2015); Tanford & Montgomery (2015)

PD2

I wonder whether I should have bought anything at all

PD3*

I wonder if I have made the right choice

PD4

Perhaps I should have spent the money on something else

Emotional dissonance

  

ED1

When I buy apparels impulsively, I felt uneasy

Powers & Jack (2015); Tanford & Montgomery (2015)

ED2

After I bought apparels products on website, I felt disappointed with myself

ED3*

After I bought apparels products on website, I felt depressed

ED4

After I bought apparels products on website, I thought I’d been fooled

Return intention

  

RI1

I intend to return of unsuitable goods

Lim et al. (2017); Powers & Jack (2015); Jena & Sarmah (2015)

RI2

I intend to refund for the unsuitable products that I have purchased

RI3

I intend to exchange of unsuitable apparels I purchased

RI4

Returning unsuitable products to the apparels website is a good decision

RI5

I considered returning the unsuitable products to the apparels website that I have purchased

 
  1. *IB2, PD3, ED3 were dropped due to low factor loading

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Chen, WK., Chen, CW. & Lin, YC. Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. J Ambient Intell Human Comput 14, 14453–14466 (2023). https://doi.org/10.1007/s12652-020-02333-z

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