Consequences of Customer Confusion in Online Hotel Booking

  • Kurt Matzler
  • Martin Waiguny


Consumer Confusion is a relatively new concept in consumer behavior research. Increasingly, consumers get swamped by a large variety of opportunities to choose, similar products and information, and the increasing complexity of products and services. While previous studies mostly explored the markets for convenience- and shopping-goods in the stationary retail industry, this paper investigates the consequences of customer confusion in online booking of hotels. In the first part of the paper, the concept of consumer confusion and its outcomes are discussed. In the empirical part of the paper, based on a survey on 228 tourists, the causal relationships between customer confusion and its consequences are tested using structural equation modeling.


consumer confusion online buying behavior choice behavior online booking 


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Copyright information

© Springer-Verlag Wien 2005

Authors and Affiliations

  • Kurt Matzler
    • 1
  • Martin Waiguny
    • 2
  1. 1.Institute for Business Administration and Economics Department for Marketing and International ManagementUniversity of KlagenfurtAustria
  2. 2.eBusiness-Institute (biztec)University of KlagenfurtAustria

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