User behavior on sharing economy tourism platforms in Türkiye: the roles of perceived value and cognitive dissonance

This study investigates how perceived value triggers cognitive dissonance among users of sharing economy-based travel and tourism platforms and how this cognitive dissonance affects their repurchase intentions. Survey data from 437 users in Turkey were transferred to partial least squares structural equation modeling for analysis. The findings show that the higher the perceived value, the less cognitive dissonance users experience. On the other hand, while cognitive dissonance has a negative effect on repurchase intention, perceived value has a positive effect on repurchase intention. Contrary to the hypothesis, the moderating effect of cognitive dissonance on the relationship between perceived value and repurchase intention is not significant. These results emphasize that when sharing economy services meet user expectations, dissonance decreases and loyalty emerges, thereby advancing the theory and practice of consumer behavior in the sharing economy.