The purpose of this study was to investigate on what kinds of consumer confusion exist and how much confusion consumers experience during their information search process. In-depth interviews and a questionnaire survey with college students were conducted to figure out the type and the level of consumer confusion. Results showed that college students were somewhat confused when they chose information channel and when they understood and used the chosen information. It was found that confusion was due to partly because of too many information and partly because of the lack of consumer searching skill.