Study On The Antecedents Of Consumer Confusion And Its Effect Of Purchase Intention Online

With the development of the internet,more and more enterprises are choosing online sales to provide products and services.It can be said that the Internet as a new marketing channel provides consumers with unprecedented shopping experience.By online search,today's consumers can get product information more quickly and effectively than ever before.However,while the Internet brings great convenience,a large number of product selection and redundant information have also triggered a strong impact on consumers' cognition and decision-making,which leads to a more general consumer problem-consumer confusion.Consumer confusion as a psychological state usually occurs before consumers make purchase decisions,and it will affect consumers to make rational purchasing decisions.Research on consumer confusion has a great significance for enterprises or businesses to improve customer loyalty,trust and brand reputation.Review and analysis the current research on consumer confusion is mostly based on the background of real retail,but along with the Internet rapid development,more and more consumer prefering networked transaction,and all kinds of information provided by network platform will also bring troubles to consumers.Therefore,this paper takes online consumption situation as the background,explores the effects of product information overload,product information similarity,online review information inconsistency and online review ambiguity on consumer confusion,and add consumer's information recognition ability as a moderating variable.This article first carried on the system to the pertinent literature and summarizes the research situation and results of consumer confusion,and established model,designed questionnaire,collected data,analyzed data by using Amos,SPSS statistical software on this basis.According to the result,this paper has got several conclusions below:(1)Product information similarity,product information overload)and online review information(online reviews inconsistent,online review information ambiguity)has a positively significance on consumer confusion;(2)Consumer confusion has a negatively significantly affects purchase intention;(3)Consumer information recognition ability plays a moderating role in the impact path of product information(product information similarity,product information overload)on consumer confusion.This study enriches and develops relevant theories of consumer confusion,creatively bring online reviews and consumer's information recognition ability into research model,expanding the research scope of consumer confusion and provides reference for future research.At the same time,the conclusions of this study help online enterprises better understand how consumer confusion affects consumers' purchase intention,and provide effective ways to deal with consumer confusion.Therefore,this study has both theoretical and practical significance.