The effects of perceived information overload on consumer's on-line purchase decision making

• Main Authors: Chen-yu Kao, 高震宇
• Other Authors: Yu-chen Chen
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/ek59zr

碩士 === 東吳大學 === 企業管理學系 === 93 === Projections about the growth and diffusion of on-lone shopping are sometimes breathtaking. However, in contrast to the projections, current sales remain relatively low compared to traditional retailing. How to enhance consumers’ intention to shop on-line is still a critical problem. From the information searching cost point of view, retailers and retail formats compete in the type of information they convey effectively to consumers. Similar to any innovation, on-line shopping will need to match or exceed the utility provided by traditional retailers to succeed. This article discussed whether information overload phenomena exist in the virtual environment and its effect on consumer’s intention to shop on line. Besides, this study also discussed if the three variables: product knowledge, self-efficacy, and product involvement will influence consumer’s perceived information overload, and whether the wildly used information filtering mechanisms would facilitate consumers to screen product information effectively and efficiently. This study used the experimental method to operationalize the theoretical framework. The results revealed that in the Internet purchasing environment, consumers in the high information load situation and situation without information filtering mechanisms perceived higher information overload. And consumers with higher product knowledge and product involvement perceived lower information overload than consumers with lower product knowledge and product involvement. Additionally, Consumers who perceived higher information overload tended to feel worse about their purchase decisions.