Research On The Influence Of Consumer Confusion On Purchase Decision Postponement

With online search becoming the main way for consumers to obtain decision-making reference information,consumer confusion is getting more and more serious.Consumers in a confused state tend to adopt the strategy of delaying decision making,which directly affects the economic benefits of enterprises.However,the current research on the relationship between consumer confusion and purchase decision postponement has attracted the attention of foreign scholars,but it is still in the exploratory stage and has not reached a consistent conclusion,which cannot guide the marketing practice of enterprises.Domestic scholars are rarely involved.Therefore,exploring the relationship between consumer confusion and purchase decision postponement in the Chinese context can not only provide a reference for theoretical research in academia,but also have practical significance for enterprises to promote economic efficiency in marketing activities.Based on an in-depth analysis and understanding of the existing literature and research results of consumer confusion,this paper selects three dimensions of similar confusion,overloaded confusion and ambiguity confusion,and constructs a model of the impact of consumer confusion on purchase decision postponement.The online collection of data is completed by the questionnaire design platform.The sample data obtained from the questionnaire are statistically analyzed by using SPSS 20.0 and AMOS 23.0 statistical software,and the relationship between the two is empirically discussed.The research results show that the two dimensions of overload confusion and ambiguity confusion have significant positive effects on the purchase decision postponement,while the positive effects of similar confusion and purchase decision postponement are not significant.According to the research results of this paper,the following five suggestions are put forward for the marketing practice of Chinese enterprises to deal with the confusion of consumers and reduce the delay in purchasing decisions:First,provide personalized recommendation services and product filtering tools;Second,optimize the commodity structure based on consumption demand;Third,deliver clear brand or product information;Fourth,improve the service ability of customer service personnel;Fifth,optimize the service experience of consumers.Finally,aiming at the shortcomings and limitations of the existing research and the research in this paper,the future research direction on consumer confusion is put forward.