Seyed Ehsan Amirhoseini; Fatemeh Roshani; fariborz fathi
Volume 6, Issue 3 , February 2018, , Pages 87-100
Abstract
This paper aims to study the effect of Consumer Confusion on Decision Postponement and Loyalty to brand of Sport Clothing.This research is descriptive that was conducted by Survey method.Statistical community of this research included of all consumer Sport Clothing in Shiraz. According to Cochran’s ...
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This paper aims to study the effect of Consumer Confusion on Decision Postponement and Loyalty to brand of Sport Clothing.This research is descriptive that was conducted by Survey method.Statistical community of this research included of all consumer Sport Clothing in Shiraz. According to Cochran’s C test method, 395 persons were selected. The measuring tool included Al-Arabiya (2012) questionnaire. Convergent Validity and Divergent Validity approved andReliability of questionnaire with Cronbach's alphawas obtained, Brand loyalty (0.84) , Decision Postponement (0.67) , similarity (0.60) , Overload (0.65) and Ambiguity (0.80). In order to inferential analysis of collected data used Smart PLS 2 software. According to Significant statistical and t Extracted, The result of hypothesis testing in 95% confidence level results show that Consumer Confusion has Direct and positive impact on Decision Postponement (t= 28.773, β=0.675) and Loyalty to brand(t= 25.692, β= 0.776). Similarity has Direct and positive effect on Loyalty to sport brand (t= 4.025, β=0.225) , but it has not impact on Decision Postponement (t= 1.113, β=0.114). Overload has Direct and positive effect on Decision Postponement (1.326 = t, 0.067 = β), but it has on loyalty (t=2.811, β= 0.151). Ambiguity in product selection has Direct and positive effect on Decision Postponement (t=5.570, β=0.545) and loyalty (t=7.852, β=0.476). So we can say that Increasing consumers confusion increases Postponement of purchase Customers and it is possible that the consumers change their brand. This process can effect on the rate of sport brand loyalty.
