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THE EFFECT OF CONSUMER CONFUSION PRONENESS ON WORD OF MOUTH, TRUST, AND CUSTOMER SATISFACTION

KINERJA: Journal of Business and Economics

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Title THE EFFECT OF CONSUMER CONFUSION PRONENESS ON WORD OF MOUTH, TRUST, AND CUSTOMER SATISFACTION
 
Creator Rosadi, Malisa
Tjiptono, Fandy
 
Description High-tech products (such as smartphones, notebooks, and tablets) have been characterized as beingincreasingly similar between brands, having too many slightly different choices, and providing complexinformation. In buying these products, many consumers fi nd it diffi cult to differentiate between brands, evaluateover alternatives, and make a good purchase decision. Such situation is known as consumer confusionphenomenon. Previous studies have revealed that consumer confusion is becoming a problem for bothconsumers and marketers. However, the topic still needs further examination, especially in the context of adeveloping country.The present study aims to examine consumers’ general tendency to become confused and its effect onword of mouth, trust and consumer satisfaction. The product context is smartphones, while the sample consistsof 150 university students who had experiences in using or buying smartphones. Nine research hypotheseswere tested using multiple regression analyses. The results indicate that only two of the three consumerconfusion dimensions (i.e. similarity confusion and overload confusion) have signifi cant negative impacts onword of mouth, trust and consumer satisfaction. The other dimension (i.e. ambiguity confusion) was found tohave insignifi cant impacts on the three dependent variables.Keywords: Consumer confusion, word of mouth, trust, consumer satisfaction, smartphone.
 
Publisher Faculty of Economics Universitas Atma Jaya Yogyakarta
 
Contributor —
 
Date 2013-03-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.uajy.ac.id/index.php/kinerja/article/view/372
10.24002/kinerja.v17i1.372
 
Source KINERJA; Vol 17, No 1 (2013): Kinerja
2549-1709
0853-6627
 
Language eng
 
Relation https://ojs.uajy.ac.id/index.php/kinerja/article/view/372/419