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This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context.

The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses.

The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT.

This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.

This study examines the associations of a buyer’s online buying intentions, followed by shopping cart abandonment. The objective of the study is to investigate the determinants that trigger a buyer for abandoning the shopping cart, despite the consumers’ intent to buy. This study aims to examine the factors that leads a consumer to abandon the shopping cart, despite the intention to purchase.

A cross-sectional data from 354 millennials was undertaken for the current study. These young consumers were identified to examine the conceptual model, which was conceived using the theories of planned behavior, expectation disconfirmation, along with a few seminal works of consumer behavior and psychology.

The results show perceived risk to be a mediator to a buyer’s online buying intention and shopping cart abandonment, and process satisfaction moderates the association among the two variables in the presence of perceived risk.

This study was conducted with a sample of Indian millennial consumers; hence, its findings may not be generalizable.

This study concludes with important implications for both academicians and e-tailers, which could prove useful in reducing cases of abandonment of shopping carts, due to which, e-tailers do tend to lose out young consumers resulting thereby in revenue loss.