Retail shopper confusion: Conceptualization, scale development, and consequences

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• 作者：Marion Garaus ; ^{marion.garaus@univie.ac.at" class="auth_mail" title="E-mail the corresponding author} ; Udo Wagner¹ ; ^{udo.wagner@univie.ac.at" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Confusion ; Emotion ; Scale development ; Overload ; Avoidance behavior
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：September 2016
• 年：2016
• 卷：69
• 期：9
• 页码：3459-3467
• 全文大小：338 K

文摘

Although considerable research discusses the phenomenon of consumer confusion, extant literature lacks a validated scale to assess confusion experienced in shopping situations. The present research conceptualizes the construct retail shopper confusion and develops a scale that assesses confusion as expressed through the affective, cognitive, and conative subsystems. Five studies analyzed with multiple methods confirm the reliability and validity of the retail shopper confusion construct. Furthermore, this research provides empirical evidence that retail shopper confusion leads to avoidance behavior. The results of this study provide a new measurement instrument that explains negative consumer in-store reactions and offer several theoretical and practical implications.