消费者混淆影响购后满意度的实证研究

An Empirical Research on the Influences of Customer Confusion on Their Satisfaction after Purchase

现代社会消费者获得信息的来源多样化且透明化,导致消费者在购买决策的过程中面临各式各样的、不确定的信息,出现了各种类型的混淆,无法做出最佳的决策。采用实证研究的方法对不同人口统计变量对于消费者混淆程度的影响,消费者的混淆程度对于消费者购后满意度的影响进行了深入的探讨。

The consumers＇access to information is diversified and transparent nowadays.The uncertain information confused the consumers,hindering them from making the best choices in the process of purchase.The paper empirically studied the influences of different variables on the consumer confusion and the influences of consumer confusion on their satisfaction after purchase.