EXPLORING CONSUMERS' PERCEIVED INFORMATION OVERLOAD IN ONLINE SHOPPING ENVIRONMENTS

摘要

Borrowing from the concepts of communication theory and the communication model, this study investigates the antecedents of perceived information overload, including information characteristics, information source, system interface, and information recipients. The results indicate that complexity and ambiguity of information characteristics, number of brand alternatives offered by the information source, and system interface all positively impact consumers' perceived information overload. Besides, information recipients' motivation toward using online shopping websites not only negatively influences consumers' perceived information overload, but also moderates the relationship between the number of brand alternative and consumers' perceived information overload.