Evaluation of confusion results in online shopping

Businesses are producing more and more products and brands every day, causing a great abundance in the market. Although the large variety of products or brands is an option for consumers, sometimes individuals are struggling in the face of this abundance and purchasing decision processes are affected. In this direction, the concept of consumer confusion arises. Consumer confusion refers to cognitive, emotional and behavioral difficulties that arise when individuals are exposed to similar, ambiguous and excessive information, product and brand load in their purchasing processes. The aim of this study is to examine the consequences of consumer confusion in online shopping. Understanding and determining the consequences of consumer confusion is especially important for businesses. In this study, online surveys were applied to consumers who shopped online. According to the results of the research; Similarity confusion has a positive effect on decision postponement and perceived risk, negative effect on confidence and satisfaction. While uncertainty confusion has a positive effect on decision delay and perceived risk, it has no effect on trust and satisfaction. It was determined that overload confusion had a positive effect on decision postponement, while it had no effect on trust, satisfaction and perceived risk. Decision postponement has a positive effect on negative word-of-mouth communication and negative effect on re-purchase intentions. While trust has no effect on negative word-of-mouth communication, it has a positive effect on the intention to buy again. It has been determined that satisfaction has a negative effect on negative word-of-mouth communication and positive effect on re-purchasing intentions. Finally, it was determined that the perceived risk had a positive effect on negative mouth-to-mouth communication, while it had no effect on the intention to buy again.