Study On The Negative Effects And Transmission Mechanism Of Online Tourist Consumer Confusion

The development of information technology and the policy of "Internet +Tourism" have promoted the vigorous development of online tourism industry and brought many advantages to tourism enterprises and online travel consumers.However,the fast-growing online travel industry is also flooded with a large number of similar and ambiguous product information,and consumers have limited ability to process information,which may’confuse consumers and thus affect consumer psychology and behavioral responses to the development of tourism enterprises have negative impacts;In addition,the existing literature on online travel consumer confusion is very rare,and can not effectively guide the practice of tourism enterprises.Therefore,it is necessary for us to conduct a theoretical study on the negative effects of online travel consumer confusion and its impact mechanism.This article starts with the retrospect of consumer puzzled literature,sums up the research methods,and uses the theory of emotional appraisal,puts forward the hypothesis and constructs the conceptual model of the relationship between online travel consumer puzzles and its negative effects.Using SPSS18.0 and AMOS22.0 statistical software to analyze 292 online travel consumer questionnaires,obtained the main conclusions of this study:(1)Similarity Confusion、Overload Confusion and Ambiguity Confusion significantly positively affect the negative word-of-mouth,negative impact on trust;(2)Negative emotion plays a partial intermediary role in the impact of online travel consumer confusion on negative word of mouth and trust;(3)Need for Cognition plays a negative regulatory role in the relationship between online travel consumers confusion and negative emotions,that is,the positive impact of online travel consumer confusion and negative emotions relative to those with low need for cognition and individuals with high need for cognition The relationship will be weakened.Finally,based on the conclusions drawn from this study,combined with the status quo of online travel enterprises,put forward some suggestions for the management practices of online travel enterprises.