Özet:

Cognitive dissonance in the context of consumption refers to the state of anxiety or uncertainty about the consumer's buying behaviour. This uncertainty can be even higher on the Generation-Y. In this study, it was aimed to determine the effect of hedonic consumption tendency, impulsive purchases, perceived risk, value and trust factors on the cognitive dissonance and cognitive dissonance on repurchase intention. For this purpose, an online survey method was applied to consumers who shop online. The data of the research model were collected by convenience sampling method with face to face interview, and analysed with Partial Least Squares (PLS) based structural equation modelling. The probable outcomes of the study are that hedonic consumption tendency, impulsive purchases and perceived risk increase cognitive dissonance, and perceived value and trust factors reduce cognitive dissonance. It is expected that the results of the research will guide the literature and future studies.

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