2024, Vol. 7, Issue 1

The study sought to investigate the impact of website quality specifications, specifically ease of use, quality of information, quality of design, and quality of interaction, on reducing customer cognitive dissonance towards a product. The dimensions of cognitive dissonance examined include emotional dissonance, wisdom of purchasing, and anxiety about purchasing. The businesses in the city of Kirkuk were a subject of investigation. The O3 store, PUKO store, MAXI MALL store, ANKA MALL store, and KIRKUK WEEKLY MARKET were included in the study as representatives of various stores. The purpose was to assess the response of the sample group to two variables and determine the importance of their dimensions.

The two researchers employed a descriptive analytical technique to gather, characterize, and evaluate the acquired data. The questionnaire served as a data collection instrument, utilizing consumers from the establishments surveyed in the city of Kirkuk as a representative sample for the study. Considering the large population of the study, the two researchers selected a random sample of 250 clients to represent it, and handed questionnaire forms to them. A total of 228 questionnaire forms were collected, out of which 17 were damaged and unsuitable for analysis. The number of valid questionnaire forms available for analysis was 211, representing a percentage of 84.5.

The research yielded several findings, the most significant of which is the existence of a statistically significant correlation and influence between the two variables of website quality specifications and customer cognitive dissonance towards the product. Additionally, there is an inverse correlation and negative influence between each dimension of these variables. The research drew several conclusions and subsequently made a number of recommendations. The most significant recommendation is to encourage the management of the investigated stores to prioritize their websites and continuously enhance them. This can be achieved by ensuring simplicity and incorporating high-quality features through the development of their own applications and online platforms. Such measures have a positive impact on customers, the store, and its products, ultimately influencing the customer's decision-making process and the store's sales performance.