Abstract
PurposeThe paper seeks to identify the sources of confusion in the Chinese personal computer market and the confusion reduction strategies used.Design/methodology/approachA self‐completion questionnaire with a sample of 140 respondents was used.FindingsTechnological complexity is the major source of confusion. Word of mouth is the most common source of information used to reduce confusion due to its credibility and reliability.Practical implicationsTechnical confusion leads to similarity confusion and overchoice confusion. Manufacturers and retailers need to address technical confusion to reduce the overall level of confusion in the PC market.Originality/valueThe paper examines confusion in an Eastern culture, whereas previously it has been predominantly investigated in Western cultures.
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