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Abstract ▼ AI-Helper

The purpose of this study is to investigate effects of consumer information literacy and rational thinking style on consumer confusion in multi-channel information environment. Consumer confusion is classified as information confusion and choice confusion based on literature review. Online survey wa...

The purpose of this study is to investigate effects of consumer information literacy and rational thinking style on consumer confusion in multi-channel information environment. Consumer confusion is classified as information confusion and choice confusion based on literature review. Online survey was conducted on 320 of South Korean consumers, aged from 20 to 39, who had purchased laptop computer within a year. The collected data was analyzed using Structural Equation Modeling and dual-mediation model with SPSS20.0 and AMOS 22.0. First, information confusion was divided into overload confusion and distrust confusion. Also, this study found two sub-dimensions of choice confusions, functional confusion and brand confusion. Also, consumer information literacy consisted of define, search, and extract & use competency. Second, rational thinking style positively influenced a level of consumer information literacy. Moreover, it influenced negatively choice confusion. Third, sub-dimensions of consumer information literacy were influenced differently with each other on information confusion. Consumers with high level of search competency experienced less distrust confusion and those of high define competency and extract & use competency experienced higher level of distrust confusion. Interestingly, all sub-dimensions of consumer information literacy had no impact on overload confusion. Forth, consumer information literacy negatively impacted choice confusion. Fifth, it was revealed that information confusion increased choice confusion. In addition, there was a significant dual-mediation effect of define competency and distrust confusion in the relationship between rational thinking style and choice confusion.

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