Purpose

The purpose of this paper is to systematically review and analyse extant marketing literature on consumer confusion to propose an integrated conceptual framework and highlight important research gaps.

Design/methodology/approach

Systematic literature review methodology was followed for article selection. Selected articles were subjected to content analysis to derive thematic as well as descriptive results.

Findings

Antecedents, consequences, moderators, mediators and application of the construct in the different contexts have been reported. An integrated framework along with research questions and future directions has also been proposed.

Originality/value

To the best of the authors’ knowledge, this study is notably the first attempt to systematically review the marketing literature on consumer confusion. The conceptual framework and proposed research questions create a research agenda around the problem of consumer confusion and contribute towards the advancement of extant literature.

中文翻译：

---

消费者困惑：系统评价和研究方向

目的

本文的目的是系统地回顾和分析现有的关于消费者混淆的营销文献，以提出一个综合的概念框架并突出重要的研究空白。

设计/方法/方法

文章选择遵循系统的文献综述方法。对选定的文章进行内容分析，以得出主题和描述性结果。

发现

已经报道了该结构在不同背景下的前因、后果、调节因素、中介因素和应用。还提出了一个综合框架以及研究问题和未来方向。

原创性/价值

据作者所知，这项研究是首次尝试系统地回顾有关消费者混淆的营销文献。概念框架和提出的研究问题围绕消费者混淆问题创建了一个研究议程，并有助于现有文献的进步。