Open AccessChoice, Purchase Decision and Post-Purchase Dissonance: The Social Media Perspective
Author(s) -
Kobby Mensah,
Justice Boateng Dankwah,
Gilbert Mensah,
Judith Aku Masope-Crabbe
Publication year - 2021
Publication title -
information management and business review
Language(s) - English
Resource type - Journals
ISSN - 2220-3796
DOI - 10.22610/imbr.v13i3(i).3209
Subject(s) - cognitive dissonance , optimal distinctiveness theory , quality (philosophy) , psychology , social media , social psychology , perspective (graphical) , nonprobability sampling , information overload , marketing , product (mathematics) , structural equation modeling , advertising , business , sociology , computer science , population , philosophy , demography , geometry , mathematics , epistemology , artificial intelligence , machine learning , world wide web
Social media tools have emerged as an imperative source of information for customers. However, the relationship between information volume on social media and consumer choice quality remains blurred in literature. The study sought to examine the relationship between choice overload on social media and product choice quality, and how choice quality influences post-purchase dissonance. The study employed a positivist research paradigm and an explanatory design to examine the relationship between the various constructs. Using a purposive sampling method, Responses from 249 respondents were quantitatively analyzed. Structural equation modeling (SEM) was utilized. The outcome revealed a direct significant effect of choice overload on poor choice quality and a strong positive association between choice quality and post-purchase dissonance using social media tools. The distinctiveness of the study adds to the existing literature by extending the current understanding of post-purchase dissonance and consumer behavior in general.