A study of the influence of consumer pre-purchase cognitive dissonance on purchase intention in social e-commerce

Name: Zeng Jianxin

keyword: Independent Study

ThaSH: Marketing research

Classification :.DDC: 658.8342

; purchase intention

ThaSH: Consumer behavior

; cognitive dissonance

ThaSH: Electronic commerce

; seller reputation

ThaSH: Willingness to pay

; user- generated content

Abstract: In recent years, with the decline in the profitability of traditional content platforms and e-commerce platforms, the business model of “content + transaction” has gradually been favored by enterprises, and social e-commerce platforms continue to increase and dominate in many types of e-commerce enterprises. Social e-commerce platforms are increasing and dominating among many types of e-commerce enterprises. According to the business model of social e-commerce, social e-commerce platforms first accumulate users through content generation, and then gain profits through commodity trading. The large number of users accumulated in the early stage brings huge profit potential to social e-commerce platforms, but how to transform users into commodity buyers is the key to their success. As social e-commerce exists in the transaction mode of buying first and experiencing later, consumers are often hesitant to buy when faced with the purchasing situation of separating people from goods, and this phenomenon of purchasing intention without actual purchasing behavior is essentially a manifestation of cognitive dissonance of consumers and is universal in nature. Based on the theory of rational behavior, the theory of planned behavior, and the theory of initial trust, this study investigates the influencing factors of consumers’ purchase intention on social e-commerce platforms from the perspective of consumer perception. Therefore, the following research objectives are proposed: 1. To explore the impact of cognitive dissonance on consumer purchase intention. 2. To explore the impact of seller reputation on consumer purchase intention. 3. To explore the impact of user-generated content on consumer purchase intentions. 4. To investigate the moderating role of seller reputation in the relationship between cognitive dissonance and purchase intention. 5. To investigate the moderating role of user-generated content in the relationship between cognitive dissonance and purchase intention. This study adopted the quantitative research methods, using a questionnaire survey. The survey subject was clearly defined as consumers who have had social e-commerce shopping experience, and the survey area was set in Jiangsu, Zhejiang and Shanghai, which has rapid economic development and developed transportation, and people living in this area have rich social e-commerce shopping experience, which is representative. Finally, 260 valid questionnaires were collected. Using correlation analysis and regression analysis, the study tested the hypotheses to find out the key factors affecting the purchase intention. The findings of the study include the following five main points: First, consumer cognitive dissonance has a significant negative effect on purchase intention. Second, seller reputation has a significant positive effect on purchase intention. Third, user-generated content has a significant positive effect on purchase intention. Fourth, seller reputation has a significant negative moderating effect on the relationship between cognitive dissonance and purchase intention. Fifth, there is a significant negative moderating effect of user-generated content on the relationship between cognitive dissonance and purchase intention in social e-commerce.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-06-09

Issued: 2025-06-09

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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