Consumer confusion refers to uncertain and anxious state of mind in specific consumption environment, which mainly stems from some fuzzy factors, such as similarity production, overload information and ambiguous information, and can lead to judgment mistakes and suboptimal selection by consumers in information processing. Recently, the internet carrying a large amount of information has become the main channel of consumer information search, resulting in increasingly serious consumer confusion problem. Furthermore, confused consumers will show a series of psychological or behavior, which are not beneficial to enterprises, such as abandonment or postponement of purchase, the reduction in trust and satisfaction, negative word of mouth. Therefore, consumer confusion area has attracted more and more attention from foreign scholars in recent years. Through a literature review, this paper firstly elaborates the conceptual connotation and structural dimensions of consumer confusion, and then summarizes antecedents&consequences of consumer confusion. And then on the basis of existing empirical conclusions, it constructs an integrated model of consumer confusion, and finally raises directions in future consumer confusion research, to attract attention to consumer confusion research from domestic scholars and provide some certain marketing enlightenment for enterprise practioners.%消费者困惑是消费者在特定消费环境下产生的疑惑和不安的心理状态，这种心理状态主要来源于产品相似性、信息超载、信息模糊等因素，且会导致消费者在信息处理过程中出现判断错误或做出次优选择。近年来，承载着大量消费信息的互联网成为消费者信息搜索的主要渠道，由此引起的消费者困惑问题日益严重。而且，困惑的消费者会表现出一系列不利于企业的心理或行为，如放弃（或延迟）购买、信任和满意度下降、负面口碑传播等。鉴于此，近年来国外越来越多的文献开始围绕消费者困惑展开研究。本文通过对现有文献的梳理，首先阐述了消费者困惑的概念内涵和结构维度，然后归纳和总结了消费者困惑的前因变量和结果变量，继而在现有实证结论的基础上构建了消费者困惑整合模型，最后提出了未来研究的发展方向，以期引起国内学者对消费者困惑研究的重视，并为企业的实务工作者提供一定的营销启示。
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