Effects of Consumer Expectation on Cognitive Dissonance, Satisfaction, and Repurchase Intention Afention : Focusing on the Case of Shrinkflation When Purchasing Snack

Objective:This study was conducted by developing a hypothesis and investigating the effect of consumer expectations on cognitive dissonance caused by shrinkflation of food companies when purchasing snacks, and to determine the effect of cognitive dissonance on satisfaction and repurchase intention. Methods:This study conducted a survey by selecting six confectionery products which have the same price but have reduced amount. The survey was conducted from April 1st to April 20, 2024, and it targeted a total of199 people who had purchased at least one of the six selected confectionery products in the past three months. This study used SPSS 22.0 and AMOS 22.0 programs to analyze the collected data for frequency, reliability, confirmatory factor analysis, correlation analysis, and structural equation modeling. Results:Pre-purchase expectations were found to have a negative effect on cognitive dissonance. The cognitive dissonance also had a negative effect on satisfaction and repurchase intention. Implications:When implementing a strategy through shrinkflation, companies should seek sufficient understanding from consumers and provide information that allows comparison between the existing amountand the new amount.