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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.