Exploring the Impact of Cognitive Dissonance on Consumer Loyalty toward Online Education Platforms in Emerging Regions

This study examines how cognitive dissonance influences consumer loyalty toward online education platforms in emerging regions. Drawing on Cognitive Dissonance Theory, the research investigates the effects of product and emotional dissonance on attitudinal and behavioral loyalty, while testing the mediating roles of technology adoption behavior and social media engagement, and the moderating effect of gender. Data collected from 620 online education platform users were analyzed using PLS-SEM. The findings indicate that product dissonance intensifies emotional dissonance, which negatively affects loyalty outcomes. Mediation effects highlight the role of adaptive technology use and social engagement in mitigating post-adoption discomfort.