CONSUMER CONFUSION AND ITS IMPACT ON DECISION MAKING AMONG FEMALE CONSUMERS IN INDONESIA’S ONLINE COSMETICS AND PERSONAL CARE INDUSTRY
Keywords:
Consumer Confusion, Decision Making, Online Cosmetics, Personal Care Industry
Abstract
This study examines consumer confusion and its impact on decision-making among female consumers in Indonesia's online cosmetics and personal care industry. With the rise of online shopping due to its convenience and extensive product information, consumer confusion—defined as the inability to correctly interpret various aspects of product information—has become a significant issue. A mixed-method approach was used, combining quantitative surveys and qualitative interviews. Data was collected through an online survey and analyzed using PLS-SEM, followed by semi-structured interviews that were manually coded through open, axial, and selective coding. The findings reveal that informational sources—overload, similarity, and ambiguity positively impact overall consumer confusion. Additionally, utilitarian decision-makers show higher levels of confusion compared to hedonic decision-makers. Previous brand experience was found to mitigate the negative effects of overload and ambiguity confusion on decision quality and enhance decision quality in the case of similarity confusion. Furthermore, overload and ambiguity confusion negatively impacts decision quality, whereas similarity confusion shows a positive impact. Finally, all informational sources of confusion positively impact decision postponement and cognitive dissonance. This study extends existing knowledge in marketing and consumer behavior, particularly regarding consumer confusion in the cosmetics sector. It offers practical insights for companies and brand managers to develop strategies that reduce consumer confusion, such as simplifying decision-making processes, providing clear product information, and leveraging previous brand experiences. These strategies aim to enhance decision quality, reduce decision postponement, and mitigate cognitive dissonance among consumers. Finally, the study suggests directions for future research in consumer confusion.
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Kim, J.-O. (2021). Consumer confusion, shopping fatigue, and negative purchasing behavior in internet shopping environment. The Research Journal of the Costume Culture, 29(4), 505–521. https://doi.org/10.29049/rjcc.2021.29.4.505
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Leek, S., Szmigin, I., & Baker, E. (2015). Consumer confusion and front of pack (FoP) nutritional labels. Journal of Customer Behaviour, 14(1), 49–61. https://doi.org/10.1362/147539215x14267608004087
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Li, M., & Choudhury, A. H. (2021). Using website information to reduce postpurchase dissonance: A mediated moderating role of perceived risk. Psychology & marketing, 38(1), 56-69.
Lv, J., & Liu, X. (2022). The Impact of Information Overload of E-Commerce Platform on Consumer Return Intention: Considering the Moderating Role of Perceived Environmental Effectiveness. International Journal of Environmental Research and Public Health, 19(13), 8060. https://doi.org/10.3390/ijerph19138060
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Marsden, J. R., Pakath, R., & Wibowo, K. (2006). Decision making under time pressure with different information sources and performance-based financial incentives: part 3. Decision Support Systems, 42(1), 186–203. https://doi.org/10.1016/j.dss.2004.09.013
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Mathur, T. (2020). Marketing health insurance products: Sources and consequences of customers’ confusion. International Journal of Healthcare Management, 14(4), 1337–1347. https://doi.org/10.1080/20479700.2020.1758896
Matzler, K., Stieger, D., & Füller, J. (2011). Consumer Confusion in Internet-Based Mass Customization: Testing a Network of Antecedents and Consequences. Journal of Consumer Policy, 34(2), 231–247. https://doi.org/10.1007/s10603-011-9157-6
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Mitchell, V., Walsh, G., & Yamin, M. (2005). Toward a conceptual model of consumer confusion. Advances in Consumer Research, 32, 143–150.
Mitchell, V. W., Walsh, G., & Yamin, M. (2004). Reviewing and redefining the concept of consumer confusion. Manchester: Manuscript Manchester School of Management, 4.
Moon, S., Costello, J., & Koo, D. (2017). The impact of consumer confusion from ecolabels on negative WOM, distrust, and dissatisfaction. International Journal of Advertising, 36(2), 246–271. https://doi.org/10.1080/02650487.2016.1158223
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Parasidis, E., Hooker, N., & Simons, C. T. (2015). Addressing Consumer Confusion Surrounding “Natural” Food Claims. American Journal of Law & Medicine, 41(2-3), 357–373. https://doi.org/10.1177/0098858815591522
Phillips-Wren, G., & Adya, M. (2020). Decision making under stress: the role of information overload, time pressure, complexity, and uncertainty. Journal of Decision Systems, 29(1), 1–13. https://doi.org/10.1080/12460125.2020.1768680
Powers, T. L., & Jack, E. P. (2013). The Influence of Cognitive Dissonance on Retail Product Returns. Psychology & Marketing, 30(8), 724–735. https://doi.org/10.1002/mar.20640
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Published
2024-10-07
How to Cite
Marshanda Tristandinata. (2024). CONSUMER CONFUSION AND ITS IMPACT ON DECISION MAKING AMONG FEMALE CONSUMERS IN INDONESIA’S ONLINE COSMETICS AND PERSONAL CARE INDUSTRY. Journal of Social and Economics Research, 6(1), 2273-2291. https://doi.org/10.54783/jser.v6i1.540
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