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Abstract


THE ROLE OF THE CORPORATE REPUTATION IN THE RELATIONSHIP BETWEEN THE PERCEIVED WEB SITE SERVICE QUALITY AND THE COGNITIVE DISSONENCE OF THE CONSUMERS PURCHASING FROM ELECTRONIC ENVIRONMENT
The rapid development of the technology and the enhanced usage of internet bring out the “electronic shooping” concept to us as a populer shopping method in our day. Widespreading of electronic shopping adds a different dimension on the comsumer’s purchasing decision judging process. For instance, factors as corporate reputation of web-site, ease of usage, level of security, risk perception, visual presentations influence the consumer’s decision.Electronic shopping consumer may confront cognitive dissonance. due to these factors. It may be discussed that there is a relationship between the web site service quality and the corporate reputation, as consumers can reduce the cognitive dissonance level and increase the confidence level and positively support the purchasing intention. Thereby, the primary purpose of the companies is to make preferable web site’s service quality by consumers. The aim of this study is to see how the consumers that have cognitive dissonance change their pre- and post-purchasing decisions and determine the web site quality and corporate reputation perception that cause hesitation. The results of the study shows perceived positive corporate reputation has a mediating effect over the negative relation of consumer’s perceived web site service quality and that consumer’s perceived web service quality and cognitive dissonance.

Keywords
Cognitive Dissonance, Electronic Shopping, Corporate Reputation, Website Service Quality


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