Results of Hypothesis Testing

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Structural model and path coefficients are shown in Figure 4-2. Significant path was drawn by solid line and non-significant was drawn by dot line.

Note: *p<0.05, **p<0.01, ***p<0.001

Figure 4-2. Result of structural model

4.6 Results of Hypothesis Testing

H1: Product knowledge is negatively related to post-purchase dissonance.

Path coefficient from consumer product knowledge to ongoing search was -0.236, and p-value was 0.000 which had reached the significance level. Implying a negative relationship between consumer product knowledge and post-purchase dissonance, which was consistent with our hypothesis. Hence H1 was supported.

H2a: Product knowledge is negatively related to online pre-purchase search.

Path coefficient from consumer product knowledge to online pre-purchase search was 0.379, and p-value was 0.000 which had reached the significance level. Implying

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a positive relationship between consumer product knowledge and online pre-purchase search, which was contrary to our hypothesis. Hence H2a was rejected.

H2b: Product knowledge is negatively related to offline pre-purchase search.

Path coefficient from consumer product knowledge to offline pre-purchase search was 0.146, and p-value was 0.000 which had reached the significance level. Implying a positive relationship between consumer product knowledge and offline pre-purchase search, which was contrary to our hypothesis. Hence H2b was rejected.

H3: Product knowledge is positively related to ongoing search.

Path coefficient from consumer product knowledge to ongoing search was 0.681, and p-value was 0.000 which had reached the significance level. Implying a positive relationship between consumer product knowledge and ongoing search, which was consistent with our hypothesis. Hence H3 was supported.

H4a: Online pre-purchase search is positively related to post-purchase dissonance.

Path coefficient from online pre-purchase search to post-purchase dissonance was -0.304, and p-value was 0.000 which had reached the significance level. Implying a negative relationship between consumer product knowledge and post-purchase dissonance, which was contrary to our hypothesis. Hence H4a was rejected.

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H4b: Offline pre-purchase search is positively related to post-purchase dissonance.

Path coefficient from offline pre-purchase search to post-purchase dissonance was 0.052, and p-value was 0.224 which did not reach the significance level. Implying offline pre-purchase search had no significant influence on post-purchase dissonance.

Hence H4b was not supported.

H5: Ongoing search is positively related to post-purchase dissonance.

Path coefficient from ongoing search to post-purchase dissonance was 0.036, and p-value was 0.545 which did not reach the significance level. Implying ongoing search had no significant influence on post-purchase dissonance. Hence H5 was not supported.

H6: Post-purchase search is negatively related to post-purchase dissonance.

Path coefficient from post-purchase search to post-purchase dissonance was -0.304, and p-value was 0.000 which had reached the significance level. Implying a negative relationship between post-purchase search and post-purchase dissonance, which was consistent with our hypothesis. Hence H6 was supported.

H7: The relationship between product knowledge and post-purchase dissonance is moderated by post-purchase search.

Path coefficient from post-purchase search to consumer product knowledge and post-purchase dissonance was 0.034 and p-value was 0.698, which did not reach the significance level. Implying post-purchase search did not have moderating effect on

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consumer product knowledge and post-purchase dissonance. Hence H7 was not supported.

H8a: The relationship between online pre-purchase search and post-purchase dissonance is moderated by post-purchase search.

Path coefficient from purchase search to online pre-purchase search and post-purchase dissonance was -0.017, and p-value was 0.815 which did not reach the significance level. Implying post-purchase search did not have moderating effect on online pre-purchase search and post-purchase dissonance. Hence H8a was not supported.

H8b: The relationship between offline pre-purchase search and post-purchase dissonance is moderated by post-purchase search.

Path coefficient from purchase search to offline pre-purchase search and post-purchase dissonance was -0.159, and p-value was 0.119 which did not reach the significance level. Implying post-purchase search did not have moderating effect on offline pre-purchase search and post-purchase dissonance. Hence H8b was not supported.

H8c: The relationship between ongoing search and post-purchase dissonance is moderated by post-purchase search.

Path coefficient from post-purchase search to ongoing search and post-purchase dissonance was 0.012, and p-value was 0.883 which did not reach the significance level.

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Implying post-purchase search did not have moderating effect on ongoing search and post-purchase dissonance. Hence H8c was not supported.

Table 4-7. Results of hypothesis testing

Hypothesis Result

H1 Product knowledge is negatively related to post-purchase

dissonance. Supported

H2a Product knowledge is negatively related to online

pre-purchase search. Rejected

H2b Product knowledge is negatively related to offline

pre-purchase search. Rejected

H3 Product knowledge is positively related to ongoing

search. Supported

H4a Online pre-purchase search is positively related to

post-purchase dissonance. Rejected

H4b Offline pre-purchase search is positively related to post-purchase dissonance.

Not supported H5 Ongoing search is positively related to post-purchase

dissonance.

Not supported H6 Post-purchase search is negatively related to

post-purchase dissonance. Supported

H7

The relationship between product knowledge and post-purchase dissonance is moderated by post-post-purchase search.

Not supported

H8a

The relationship between online pre-purchase search and post-purchase dissonance is moderated by post-purchase search.

Not supported

H8b

The relationship between offline pre-purchase search and post-purchase dissonance is moderated by post-purchase search.

Not supported

H8c

The relationship between ongoing search and post-purchase dissonance is moderated by post-post-purchase search.

Not supported Note: Not supported denotes not significant; rejected denotes significant, but not aligned with our hypothesis.

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