The Influence of Online Travel Consumers\u27 Confusion on the Delay of Purchase Decision ——Based on the Regulation of Cognitive Needs

The Internet makes it easier and faster to search for information online. The explosive growth of information has also led to a significant increase in consumer choice confusion, and consumers are increasingly inclined to delay purchase decisions. The current research on the relationship between consumer confusion and purchase decision delays lacks analysis from the impact of cognitive needs. Based on the existing literature and results, this paper selects three dimensions of similar confusion, overload confusion and fuzzy confusion, and uses 305 data obtained from the questionnaire survey to empirically explore the relationship between consumer confusion and purchase decision delay, and the adjustment mechanism of cognitive needs . The research results show that overloading confusion and fuzzy confusion have a greater impact on purchase decision delay; cognitive needs negatively regulate the relationship between similar confusion, overload confusion and fuzzy confusion and purchasing decision delay; when cognitive demand is high, overload confusion The positive impact of vague confusion and delayed purchase decisions will diminish. This research not only enriches theoretically the relationship between cognitive needs, consumer confusion, and purchase decision delays, but also provides guidance for online travel marketing in practice