The Effects of Consumer Confusion on Decision Postponement and Brand Loyalty Sport Clothing

The aim of this current research is the 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 include of all consumer Sport Clothing in Shiraz. According to Cochran’s C test method, 395 persons were selected. The measuring tool include Al-Arabiya (2012) questionnaire. Convergent Validity and Divergent Validity approved and Reliability of questionnaire with Cronbach's alpha was 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 sporting 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 Increase consumer confusion makes increase Postponement of purchase Customers and it is possible that the consumer change their brand. This process can effect on amount of sports brand loyalty.