Cognitive Dissonance in Online Shopping Experiences and Impulsive Buying Among E-Commerce Users in Indonesia

Vol 8 No 10 (2025): Volume 08 Issue 10 October 2025

Article Date Published : 7 October 2025 | Page No.: 4943-4962 | Google Scholar | Crossref doi for this article

Abstract :

This study aims to analyze the influence of Online Customer Shopping Experience on Impulsive Buying and Cognitive Dissonance in the context of e-commerce use in Indonesia. Based on data from 420 respondents, it was found that the most widely used e-commerce platforms are Tokopedia, TikTok Shop, and Shopee. The majority of respondents purchase products such as clothing, accessories, as well as beauty and personal care products, which shows the dominance of lifestyle needs in online shopping behavior. The results of the analysis show that the online shopping experience has a significant effect on impulse purchases, which can then trigger post-purchase cognitive dissonance. In addition, it was found that Impulsive Buying also mediates the relationship between Online Customer Shopping Experience and Cognitive Dissonance. Thus, an engaging and emotional shopping experience not only encourages spontaneous purchases, but also contributes to dissatisfaction if the purchase results are not as expected. These findings provide important implications for e-commerce service providers to design shopping experiences that are not only visually appealing and promotional, but also able to meet consumer expectations to reduce the potential for cognitive dissonance.

Keywords :

cognitive dissonance., Customer Experience, E-Commerce, impulsive buying, Online Customer Shopping Experience.

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   Bayu Cunda Satria
Master of Management, Sebelas Maret University, Indonesia

   Retno Tanding Suryandari
Master of Management, Sebelas Maret University, Indonesia

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Cognitive Dissonance in Online Shopping Experiences and Impulsive Buying Among E-Commerce Users in Indonesia. Bayu Cunda Satria, Retno Tanding Suryandari, 8(10), 4943-4962. Retrieved from https://ijcsrr.org/single-view/?id=24199&pid=24156

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