A Study On The Effect Of Consumer Confusion On Consumer Purchasing Intention In Online Shopping Situation

Consumer confusion refers to uncertain and anxious state of mind in a particular consumer environment.More and more foreign literature have begun to study the former dependent variables and result variables of consumers confusion,which points out product similarity,information overload and fuzzy information are the main factors causing consumer confusion;besides,confused consumers are more likely to show negative feelings such as lower satisfaction and lower trust.Nevertheless,domestic relevant researches on consumer confusion have just started,and only a few scholars have conducted a limited study on the confusion of origin and confusion of trademarks.In recent years,consumer confusion problem is becoming increasingly serious with the development of the Internet economy.In order to open the black box of consumer purchase decision process,on the basis of the literature review,this paper constructs the hypothesis model of the influence mechanism of consumer confusion on the consumer purchasing intention,and puts forward the research hypothesis between consumer confusion,perceptions of uncertainty,indecisiveness and consumer purchasing intention,hoping to attract attention to consumer confusion research from domestic scholars and provide some certain marketing enlightenment for enterprise practioners.Based on 561 valid questionnaire data collected in the formal investigation stage,this study uses AMOS21.0 software to construct the structural equation model to complete the model and hypothesis testing.Research results show that,consumer confusion has a significant negative influence on the consumer purchasing intention through perceived uncertainty and indecisiveness.The direct effect is-0.422,the indirect effect is-0.468,and the total effect is-0.890.Specifically,consumer confusion has a significant negative impact on consumer purchasing intention;Consumer confusion has a significant negative impact on consumer purchasing intention through perceived uncertainty;Consumer confusion has a significant negative impact on consumer purchasing intention through indecisiveness;Consumer confusion has a significant negative impact on consumer purchasing intention through perceived uncertainty and indecisiveness;Perceived uncertainty and indecisiveness are also intermediary variable factors between consumer confusion and consumer purchasing intention.