CONSEQUENCES OF POSTPURCHASE DISSONANCE: THE MEDIATING ROLE OF AN EXTERNAL INFORMATION SEARCH

The consequences of postpurchase dissonance (PPD) based on the use of postpurchase regret theory were integrated in a two-stage study. A total of 125 valid questionnaires was collected from consumers who made purchases in computers, communications, and consumer electronics (3C) stores. The results show that PPD negatively influences postpurchase satisfaction (PPS) and repurchase intention (RPI), and positively influences complaint intention (CI). In addition, PPS positively influences RPI and negatively influences CI. Furthermore, after experiencing PPD consumers conduct an external information search (EIS) that partially mediates the relationship between PPD and PPS.