Research On The Influence Of Consumer Confusion On Their Purchasing Avoidance Behavior

In the era of coexistence of Internet and big data,coupled with the vigorous development of various new media technologies,we receive a huge amount of information actively or passively every day.Overload information,conflict information and ambiguous information have also become the main source of consumer confusion,causing some difficulties for consumers to make shopping decisions.In addition,the development of science and technology also drives the upgrading of products,especially electronic products,there is a phenomenon of imitation and innovation in the market.In particular,excessive product quantities,similar attributes,ambiguous product information will lead to consumer confusion,cause their purchase avoidance behavior,and cause certain obstacles to the spread of new products.Especially in the era of Internet economic development,consumer confusion is becoming more and more serious.The problem of consumer confusion has not caused enough attention at home,but it is an urgent problem to be studied.It is necessary to study the relationship between consumer confusion and the purchase avoidance behavior.This paper reviews the previous research on consumer confusion,and on the basis of the three dimensions of similarity confusion,overload confusion and ambiguity confusion,it includes the confusion of others' influence to constitute the four dimensions of consumer confusion.And taking ambivalence attitude as the intermediate variable.The purchasing avoidance is divided into two dimensions: delaying purchase and abandoning purchase,so as to explore the relationship between consumer confusion and purchasing avoidance behavior.In this study,smart wearable devices-smart bracelets were taken as the research object.Data were obtained through questionnaires.AMOS 23.0 was used to construct the structural equation model,and test and modify the model.Secondly,bootstrap was used to analyze the mediating effect.The following conclusions are drawn:(1)In the research on the impact of consumer confusion on ambivalence attitude,the four dimensions of consumer confusion-similarity confusion,overload confusion,ambiguity confusion and confusion of others' influence,all significantly affect ambivalence attitude;(2)In the research on the impact of consumer confusion on innovation resistancebehavior,similar confusion,overload confusion and confusion of others' influence significantly affect delaying purchase behavior;Overload confusion and confusion of others' influence significantly affect abandoning purchase behavior.Similarity confusion has no significant effect on delaying purchase behavior.Similarity confusion and ambiguity confusion have no significant effect on the abandoning purchase behavior.(3)In the research on the mediating role of ambivalence attitude between consumer confusion and purchasing avoidance,ambivalence attitude plays a mediating role between consumer confusion and purchasing avoidance.Similarity confusion,overload confusion and confusion of others' influence delaying purchase behavior through the partial mediating effect of ambivalence attitude.Ambivalence attitude plays a part of mediating role between overload confusion,confusion of others' influence and abandoning purchase behavior.Ambivalence attitude plays a completely mediating role between ambiguity confusion and abandoning purchase behavior,as well as similarity confusion,ambiguity confusion and abandoning purchase behavior.Finally,based on the empirical research conclusions,this paper puts forward a series of marketing suggestions to reduce similarity confusion,overload confusion,ambiguity confusion and confusion of others' influence,so as to reduce consumers' ambivalence attitude and thus reduce their purchasing avoidance behavior.9 figures,33 tables,103 references.