DOI QR코드

DOI QR Code

멀티채널환경에서의 정보채널과 정보내용에 관한 소비자 혼란

Consumer Confusion on the Information Channel and Information Contents of Multichannel Environment

  • 남유진 (가톨릭대학교 생활과학부 소비자주거학과 소비자학전공) ;
  • 김경자 (가톨릭대학교 생활과학부 소비자주거학과 소비자학전공)
  • Nam, Eugene (Dept. of Consumer and Housing Studies, The Catholic University of Korea) ;
  • Kim, Kyungja (Dept. of Consumer and Housing Studies, The Catholic University of Korea)
  • 투고 : 2013.03.21
  • 심사 : 2013.04.25
  • 발행 : 2013.06.30

초록

The purpose of this study was to investigate on what kinds of consumer confusion exist and how much confusion consumers experience during their information search process. In-depth interviews and a questionnaire survey with college students were conducted to figure out the type and the level of consumer confusion. Results showed that college students were somewhat confused when they chose information channel and when they understood and used the chosen information. It was found that confusion was due to partly because of too many information and partly because of the lack of consumer searching skill.

키워드

참고문헌

  1. Ahn, S. Y. & Rha, J. Y.(2009). The Antecedents and Results of Consumer Confusion in Mobile Phone Purchase. Journal of Consumer Studies, 20(2), 53-80.
  2. Choi, A. Y. & Rha, J. Y. (2012). How Do Consumers Search for Information in Multi-channel Environment? : Consumer Typology Based on Their Choice of Information Channel. Journal of Consumer Studies, 23(2), 135-164.
  3. Cohen, M. (1999). Insights into consumer confusion. Consumer Policy Review, 9(6), 210-213.
  4. Diamond, S. A. (1981). Trademark Problems and How to Avoid Them(Revised Edition). Chicago: Crain Communications.
  5. Hoch S. J. & Deighton J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
  6. Kapferer, J. N. (1995). Brand Confusion: Empirical Study of A Legal Concept. Psychology & Marketing, 12(6), 55-68.
  7. Kiel, G. C. & Layton, R. A.(1981). Dimensions of consumer information seeking behavior. Journal of Marketing Research, 18, 233-239. https://doi.org/10.2307/3150957
  8. Kim H. Y.(2005a), A Study on the Effects of Brand Similarity on the Brand Confusion. Unpublished master thesis, Chung-Ang University, Korea.
  9. Kim, K. O.(2003). The Impacts of Digital Markets on Consumers: Emerging Costs and Benefits of Digital Markets to Consumers. Journal of the Korean Home Economics Association, 41(1), 93-110.
  10. Kim, M. H. & Lee, J. H.(2005). A Study of Factors Contributing to Consumer Brand Confusion. Journal of Marketing Management Research, 10(1), 29-56.
  11. Kim, S. J.(2005b). The impact of consumer, product, advertising factor on brand confusion. Unpublished master thesis, Hallym University, Korea.
  12. Koo, H. G. & Rha, J. Y.(2009). The Concept of Consumer-Business Collaboration: Its Potential and Its Limitations Shown by Critical Review of Consumer Participation Marketing Cases in Korea. Journal of Consumer Studies, 20(3), 99-133
  13. Laroche, M., Saad, G., Cleveland M. & Browne, E.(2000). Gender differences in information search strategies for a Christmas gift. Journal of Consumer Marketing, 17(6), 500-524. https://doi.org/10.1108/07363760010349920
  14. Leek, S. & Chansawatkit, S.(2006). Consumer Confusion in the Thai Mobile Phone Market. Journal of Consumer Behavior, 5, 518-532. https://doi.org/10.1002/cb.200
  15. Martzler, K., Stieger, D. & Fuller, J.(2011). Consumer Confusion in Internet-based Mass Customization: Testing a Network of Antecedents and Consequences. Journal of Consumer Policy, 34, 231-247. https://doi.org/10.1007/s10603-011-9157-6
  16. Meyers-Levy, J. & Mahcswaran, D.(1991). Exploring differences in males' and females' processing strategies. Journal of Consumer Research, 18, 63-70. https://doi.org/10.1086/209241
  17. Miaoulis, G. & D'Amato, N.(1978). Consumer Confusion and Trademark Infringement. Journal of Marketing, 42, 48-55. https://doi.org/10.2307/1249885
  18. Mitchell, V. W. & Papavassiliou, V.(1999). Marketing causes and implications of consumer confusion. Journal of Product & Brand Marketing, 8(4), 319-339. https://doi.org/10.1108/10610429910284300
  19. Mitchell, V. W., Walsh, G. & Yamin, M.(2005). Towards a Conceptual Model of Consumer Confusion. Advances in Consumer Research, 32, 143-150.
  20. Moon, S. J., Kang, B. H. & Lee, S. H.(2011a). Effect of Consumer Confusion on Word of Mouth and Trust Through Anger: Focusing on The Moderation Effect of Consumer's Negative Affectivity and Intolerance of Uncertainty. ASIA MARKETING JOURNAL, 13(1), 133-141.
  21. Moon, S. J., Lee, S. H. & Kim, S. W.(2011b). Effect of Consumer Confusion with Eco-Mark on Trust for Eco-Mark, Decision Postponement, and Shopping Fatigue. Korean Business Education Review, 70, 387-411.
  22. Poiesz, B. C. & Verhallen, M. M.(1989). Brand Confusion in Advertising. International Journal of Advertising, 8, 231-244.
  23. Rha, J. Y. (2010). Consumer and Information: A Critical Review of What We Learned from 2000 to 2010. Journal of Consumer Studies, 21(2), 1-40.
  24. Schaninger, C. & Sciglimpaglia, D.(1981), The influence of cognitive personality traits and demographics on consumer information acquisition. Journal of Consumer Research, 8, 208-216. https://doi.org/10.1086/208857
  25. Schweizer, M., Korouc, A. J. & Wagner, T.(2006). Scale Development for Consumer Confusion. Advances in Consumer Research, 33, 184-190.
  26. Turnbull, P. W., Leek, S. & Ying, G.(2000). Consumer Confusion: The Mobile Phone Market. Journal of Marketing Management, 16, 143-163. https://doi.org/10.1362/026725700785100523
  27. Walsh, G. & Mitchell, V. W.(2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of marketing, 44(6), 838-859. https://doi.org/10.1108/03090561011032739
  28. Walsh, G. & Mitchell, V. W.(2005). Demographic characteristics of consumers who find it difficult to decide. Marketing Intelligence & Planning, 23(3), 281-195. https://doi.org/10.1108/02634500510597319
  29. Walsh, G., Thorsten, H. T. & Mitchell, V. W.(2007), Consumer confusion proneness: scale development, validation, and application. Journal of Marketing Management, 23(7-8), 697-721. https://doi.org/10.1362/026725707X230009