Reflection on post-purchase cognitive dissonance: Analysis of factors affecting the buying behavior of fashion clothing consumers with the role of gender moderator

By integrating personal factors and sales promotion literature, the main contribution of this study is to analyze personal characteristics and advertising methods to increase consumer buying behavior. The purpose of this study is to investigate the factors affecting post-purchase cognitive dissonance with the mediating role of consumer behavior.

The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of all consumers referring to commercial complexes and shopping centers in Tabriz and Urmia. According to Cochran's formula, the sample size was set at 384; which was upgraded to 400 for more accurate calculations. A Likert-based questionnaire was used to collect information and Structural equations’ modeling was used to analyze research data with Smart-PLS software.

Findings showed that personal factors (Market Maven, Stable, Agreeable and Open Minded); the reputation of the brand designer, store atmosphere and Sales Promotion has a positive and significant effect on consumers' buying behavior. In addition, positive and significant effect was found between Buying Behavior of Consumers and post-purchase cognitive dissonance. Gender moderates the relationship between Buying Behavior and post-purchase cognitive dissonance.

Sales promotion was used as a weapon to increase sales and the widespread use of this concept in order to achieve customer values in order to achieve goals and business is fruitful.