온라인 반품 행동요인에 대한 소비자 귀인 및 인지부조화의 영향

The Effects of Consumer Attribution and Cognitive Dissonance on the Reasons of Return Behaviors Online: Focusing on the Chinese Consumers of Shandong Province

in the online market where the scale of shopping and returns is expanding rapidly. Based on the research on attribution theory;cognitive dissonance and product return behaviors;this thesis aims to help enterprises grasp consumers’ psychology and understand the causes of product return behavior. Design/Methodology/Approach Internal attribution and external attribution of dissatisfaction of purchase may lead to cognitive dissonance in the product or purchase behavior itself as well as emotional dissonance including regret;anxiety and many other psychological factors affecting product return behaviors. This paper conducted a questionnaire survey on 338 consumers who have actual return experience in Shandong Province of China. The data collected were analyzed with SPSS 26.0 and AMOS 24.0 to verify the impact of attribution and cognitive dissonance on the return reasons. Findings External attribution was more likely to cause product and emotional dissonance. Product dissonance increased emotional dissonance and the both types of cognitive dissonance had positive impacts on the reasons for product returns of “expectation not met” and “finding better”. Research Implications Results indicate that managers of online shopping sites need to find various ways to reduce internal attribution and product dissonance to minimize emotional dissonance associated to product returns.