The Impact of Consumer Mindfulness, Utilitarian Value, and Perceived Enjoyment on Post Purchase Cognitive Dissonance: Mediating Role of Impulse Buying Behavior

Muhammad Awais Bhatti

Department of Management, College of Business, King Faisal University, Al-Ahsa 31982, Saudi Arabia.

Khaled Mohammed Ahmed Alqasa

College of Commerce and Business, Lusail University, Qatar.

Abstract

Understanding post-purchase cognitive dissonance is important for organizations, as it helps them minimize customer regrets, encourage repeat purchases, strengthen loyalty and satisfaction, and maintain a competitive position in the market. Therefore, this study aims to explore the relationship between perceived enjoyment, consumer mindfulness, and utilitarian value and post-purchase cognitive dissonance through the mediation of consumer impulse buying behavior. Data were gathered from customers using simple random sampling through a questionnaire developed from past studies. The response rate of the study was 57.21%. The gathered data were analysed using the SEM technique and SmartPLS 4 software. Results revealed that perceived enjoyment, consumer mindfulness, and utilitarian value have significant effects on consumer impulse buying behavior. Moreover, consumer impulse buying behavior also has a significant impact on post-purchase cognitive dissonance. In the end, the results also support the mediating effect of consumer impulse buying behavior between perceived enjoyment, consumer mindfulness, utilitarian value, and post-purchase cognitive dissonance. The study contributes to the literature by integrating perceived enjoyment, consumer mindfulness, and utilitarian value to examine their impact on consumer impulse buying behavior and post-purchase cognitive dissonance.

Consumer Mindfulness, Impulse Buying Behavior, Perceived Enjoyment, Utilitarian value, Perceived Enjoyment.