A Study On The Effect Of Consumer Confusion On Consumer Purchase Intention：the Mediating Effect Of Perceived Value

With the rapid development of network media technology,e-commerce,mobile terminals,VR virtual reality technology,logistics industry into the high-speed development period.The main contradiction in our country has become the contradiction between the people’s yearning for a better life and the inadequate and unbalanced economic development,and the shopping level of consumers will be on a large scale.The consumer shopping process,the network has filled the complexity and similarity of fuzzy information and products,so that consumers will not only pay the cost to pay the price required to buy the product,also including the time cost,the spirit of the physical cost and non monetary cost,resulting in confusion on purchase intention and decision consumers.The study constructs a theoretical model based on customer perceived value as an intermediary variable to examine its role in the impact of consumer confusion on consumers’ purchase intention,and empirically studies the relationship in the theoretical model by collecting data in the form of questionnaires:The three dimensions of consumer confusion have negative effects on functional value,emotional value and social value,and have a positive impact on perceived loss.The three dimensions of consumer confusion have a negative impact on consumer purchase intentionFunctional value,emotional value and social value have a positive impact on consumer purchase intention,and perceived loss has a negative impact on consumer purchase intention.The four dimensions of customer perceived value play a mediating role in the influence of consumer confusion on consumer purchase intention.Finally,on the basis of the empirical research,this paper puts forward some suggestions to the enterprises and discusses the marketing countermeasures that should be taken to different dimensions of consumers’ confusion.To help enterprises create a better consumption environment and improve the consumer’s pleasure of shopping.At the same time,it will enhance the consumer’s purchase intention and create profit inflow for the enterprise,thus forming a benign interaction between the enterprise and the consumer.