消费者混淆研究文献综述

On Consumer Confusion Research

消费者混淆已经成为营销领域的一个新课题。国外不少学者对消费者混淆进行了相关研究,而国内学者对消费者混淆的研究还比较少。目前学术界对消费者混淆的内涵还没有形成一致看法。为深入探讨消费者混淆相关理论,本文分别从消费者混淆的概念、来源、维度、影响因素及相关理论模型等方面来系统梳理和分析现有相关文献,并在此基础上对未来研究提出展望。

Consumer confusion has become a new topic in marketing industry.Many foreign scholars have now begun the research of it,but only a few of domestic scholars study it.Currently,academic circle both home and abroad can＇t come to the same opinion about the definition of consumer confusion.The paper analyzes related theories and proposes the vision of the future study.