Impact of Impulse and Hedonic Buying on Mobile Shopping and Cognitive Dissonance: A Study in Tenkasi

This study investigates the impact of impulse buying and hedonic buying on Cognitive Dissonance in the context of Tenkasi, Tamil Nadu. The impulse buying refers to status consumption and pursuit of happiness, while hedonic buying refers to the digital payments and online review which induce buying. Both impulse buying and hedonic buying are closely linked to materialism, which in turn influences cognitive dissonance. Cognitive dissonance the psychological discomfort experienced after making a purchase is a significant concern in the context. The study employs a structured questionnaire to collect primary data from 385 respondents. The statistical model was tested by using the Structural Equation Modeling (SEM), analyzed using SPSS and AMOS software.