消费者困惑对品牌忠诚影响研究综述

A Review on the Influence of Consumer Confusion on Brand Loyalty

首先分析了当前研究的大环境,界定消费者困惑的概念,依据前人的研究划分出三个维度,即相似性困惑、过载性困惑、模糊性困惑;而后回顾了品牌忠诚的文献研究,定位了近些年品牌忠诚的研究重点;最后连接了消费者困惑与品牌忠诚的研究关系。本文旨在提炼出近年来国内外对于消费者困惑的研究文献重点,找到消费者困惑对品牌忠诚研究的理论依据,理清整个研究脉络,也对未来这方面的研究指明方向,消费者心理学与行为学结合的研究为营销学提供更多参考。

This paper first analyzes the current study of the environment,to define the concept of consumer confusion,on the basis of previous research into three dimensions,namely similar confusion,confusion,ambiguity overload confusion; then reviews the literature on brand loyalty,brand loyalty research focus in recent years the position of honesty; finally connected to the study of the relationship between consumer confusion and brand loyalty. The purpose of this paper is to refine the research literature at home and abroad in recent years to focus on consumer confusion,find the theoretical basis of the research on brand loyalty consumer confusion,clarify the research context,the research direction of the future research on consumer psychology and behavior combined to provide more reference for marketing.