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Self-confidence, anxiety, and post-purchase dissonance: a panel study


Correspondence concerning this article should be addressed to Ching-Jui Keng, Department of Business Management, National Taipei University of Technology, No. 1, Sec. 3, Zhongxiao E. Rd., Da-an Dist., Taipei City 10608, Taiwan. E-mail:; or to Tze-Hsien Liao, Department of Business Management, Tatung University. No. 40, Sec. 3, Zhongshan N. Rd., Zhong-shan Dist., Taipei City 10452, Taiwan. E-mail:


This study proposes an integrated conceptual model of the antecedents of post-purchase dissonance. Data were gathered via a two-stage panel study among consumers who made purchase of technology items. Study results demonstrate that consumer chronic characteristics (i.e., trait anxiety and generalized self-confidence) not only directly influence post-purchase dissonance positively and negatively but also are mediated by consumers' temporary feelings (i.e., state anxiety and specific self-confidence) toward a purchase situation, and then indirectly influence post-purchase dissonance positively and negatively. Trait anxiety positively influences state anxiety and that generalized self-confidence and specific self-confidence negatively influence state anxiety. Furthermore, trait anxiety appears to negatively influence specific self-confidence, and generalized self-confidence appears to negatively influence trait anxiety and positively influence specific self-confidence.