The Impact Research Of Consumer Confusion On Decision Post Ponement And Customer Purchasing Behavior:Moderation Of Switching Cost

With the fast development of the economy,the marketing competition is becoming more and more cut-throat,and product homogeneity is serious.When selecting and purchasing products that meet the demand,it is often difficult for consumers to make decisions.The Internet 3.0 era has made online shopping very popular,and the variety of goods on the Internet has greatly deepened the confusion of consumer choice.Especially when the number of products is too large,the attributes are too similar,or the shopping information is ambiguou s,consumers are increasingly difficult to decide.The complex product market has aggravated consumer confusion.How to reduce the negative impact of this situation on enterprises is a hot and difficult point in current research.In this paper,the negative behavior problems caused by consumer confusi on are mainly concerned with the impact of consumer confusion on decision delay and consumer purchase behavior.Firstly,based on the literature review an d theoretical research,the research model is constructed,and the three dimensi ons of consumer confusion(similarity confusion,overload confusion,ambiguity confusion)influence on decision delay and consumer purchasing behavior are proposed,including the mediating effects of decision delay and the moderating effects of transformation cost,there are 13 research hypotheses in a total.Secondly,defining six variables,design a pre-survey questionnaire,determi nethe 22 survey items of formal investigation,and use SPSS19.0 and AMOS21.0 to empirically analyze the data of the formal samples,including the populati on statistical feature analysis,descriptive statistics of measurement items,examining of reliability and validity and relevance analysis,finally testing the hypoth eses throughthe structural equation model.The results show that the three dime nsions of consumer confusion have a significant positive impact on decision delay.Similarity confusion and ambiguity confusion have a significant negative impact on purchasing behavior,and ambiguity confusion has no significant effect;decision delay plays a mediating role in the impact of similarity confusion and overload confusion on purchasing behavior;transformation cost plays apositive moderating role in the positive impact of similarity confusion on decision delay.Finally,on the basis of the study results of this thesis,proposing some m arketing strategies about consumers' confusion negative behavior aimed at reducing consumer confusion and decision delay: such as product differentiation,reduce consumers' time and energy,accurate marketing,providing more personalize dand customized products or services for consumers.Based on the marketing st rategies,the application of SOR theory of expanding consumer behavior in enterprise practice,help to sort out the mechanism of consumer confusion from its influencing factors to the impact of results,and extends the research of consumer confusion on customer behavior;Explain the reasons why consumers do not make purchases in the case of confusion,causing scholars and business pra ctitioners to pay attention to the delay phenomenon in decision-making during the purchase process of consumers;help enterprises and businessmen to solve the negative impact of consumer confusion,It is of practical significance to propose marketing strategies such as differentiated products and customized services.