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    The influence of online impulse buying behavior of fashion apparel on post-purchase regret and product return intention in the light of hedonic consumption tendency and post-purchase cognitive dissonance theory
    (2022-03-09) Gerou, Ioannis; Athens University of Economics and Business, Department of Marketing and Communication; Indounas, Konstantinos; Drosos, Dimitrios; Painesis, Grigorios
    Impulse buying behavior consists of a multifaceted phenomenon with extensions in the post-purchase stage of online shopping: post-purchase regret and product return intention. Also, it is well-established that hedonic consumption tendency, an affect-state-oriented shopping experience, precedes buying impulsiveness and that post-purchase cognitive dissonance takes part in the post-purchase stage. In this context, cognitive dissonance is defined as the psychologically uncomfortable state succeeding consumer decision-making about choosing among a set of alternatives, each of which has some desirable attributes. The mentioned concepts have been researched as standalone studies or even combined, but no study has formulated a context that breaks down the influence of impulse buying on the post-purchase stage resulting in product return intention. This study aims to determine how those constructs are applied in the fashion apparel context and how they affect the Greek market; thence, this research aims to suggest an underlying mechanism to tackle the problematic behaviors of post-purchase cognitive dissonance, post-purchase regret, and product return intention. An online survey questionnaire was utilized with 310 Greek online consumers of fashion apparel. Correlation analysis investigated the research hypotheses extracted by the conceptual framework. Regression analysis provided a more thorough conceptual model analysis, whereas mediation analysis examined the intercessions of specific constructs.The results indicated the correlation between hedonic consumption tendency and impulse buying behavior, but the explanatory analysis power was deficient. Also, impulse buying was interrelated with post-purchase cognitive dissonance after the completion of online purchases; however, the analysis suggested that it does not participate in the process of product return intention unless mediated by post-purchase regret. The analysis showed that buying impulsiveness plays a vital role in mediating product returns and that post-purchase regret or buyer’s remorse significantly affects product return intention. In conclusion, apparel website managers should focus on advertising design to prevent impulse buying, pre-purchase communication and feedback mechanisms to prevent buyer’s remorse, and product recommendation systems alongside more flexible return policies to prevent post-purchase regret, resulting in product return behavior.