A research on the relationship of consumers impulsive buying tendencies and post-purchase cognitive dissonance during the COVID-19 pandemic process in online shopping

The radical changes brought by the pandemic have necessitated the emergence of new consumption habits. The measures taken to alleviate the danger of the pandemic and limited the consumption habits in daily life. Especially with the change that occurred in this period, the shopping behaviors of consumers who were faced with a health threat began to reshape. In particular, as the consumer's access to the product and service is restricted, the consumer's perception of need has been reshaped cognitively and emotionally, triggering more intense shopping impulses. In this sense, within the scope of the study, an online questionnaire was applied to 476 participants over the age of 18 who shop online in Turkey in order to examine the relationship between online impulsive buying tendency and post-purchase cognitive dissonance in pandemic period. It was determined that 464 of the collected data were usable and included in the analysis. As a result of the study; there is a significant relationship between consumers' perceptions of the Covid-19 pandemic and their online impulsive purchases; there is a significant relationship between Covid-19 pandemic perceptions and post-purchase cognitive dissonance. It was concluded that there is a significant relationship between online impulsive buying and post-purchase cognitive dissonance, and there are significant relationships in the sub-dimensions as well.