Consumer confusion and its consequences in the e-hospitality marketplace: the mediating role of negative emotions

Abstract

Purpose

Cluttered website layout and a poor presentation of information on limited web space are present on tourism websites as ineffective marketplace stimuli that give rise to the problem of consumers' confusion. Based on stimulus organism response theory (SOR), this research investigates the three-dimensional confusion framework, its direct and indirect effect on negative eWOM, and consumers' decision postponement, considering negative emotion as a mediator.

Design/methodology/approach

On the data gathered from 501 respondents, structural equation modelling was used to test the proposed research hypotheses.

Findings

The results reveal the existence of the ineffective marketplace stimulus as an antecedent of consumer confusion. Further outcomes validate the cognitive, affective and response behaviour state by demonstrating the direct influence of different types of confusion on negative emotions, electronic word-of-mouth (eWOM) and decision postponement. The association between cognitive and response behaviour is also mediated by negative emotion.

Practical implications

The study offers substantial practical insights for managers and company operators to better grasp the significance of the affective dimension in consumer confusion in view of the extended SOR model to encapsulate the role of human consciousness.

Originality/value

This study is among the first extensive studies to examine consumer confusion in the context of the modified SOR model that captures the essence of human consciousness by understanding the role of affective emotions between various confusions, negative eWOM and decision postponement. In addition, the ineffective marketplace stimulus as a confusion antecedent and negative eWOM as a response behaviour were studied for the first time.

Citation

Sharma, A., Singh, J. and Prakash, G. (2023), "Consumer confusion and its consequences in the e-hospitality marketplace: the mediating role of negative emotions", Journal of Service Theory and Practice, Vol. 33 No. 4, pp. 488-510. https://doi.org/10.1108/JSTP-11-2022-0264