The Effects Of The Complexity Of The Choice Overload Effect: Based On The Scenario Of E-commerce

Choice overload effect states that when the individual is faced with too many options, compared to a smaller set of options will lead to more negative results. For example, the lower degree of satisfaction, delaying selection,regret improved, or the decline in self-confidence, buying behavior reduction.Based on the summary of domestic and foreign research on the overload effects, Through laboratory simulation of online shopping, to explore the choice overload effect exists under E-commerce, and to investigate the impact of choice set and complexity on choice overload effect. Trying to prove,it is argued that choice overload effects are associated with choice complexity, which is influenced not only by the number of alternatives, but also by other features of the choice set, such as the number of attributes that alternatives are differentiated upon. Study found that impact on choice-process satisfaction is very small when only a simple choice set size difference, Choice overload effect did not occur; when the number of alternatives is a small, the consumer’s choice-process satisfaction with the choice set was positively related, when the number of alternatives is a big, consumer’s choice-process satisfaction with the choice set was negatively correlated. Proves that under the e-commerce situation, when choice complexity to a certain extent, will affect the consumer’s choice-process satisfaction, trigger choice overload effect. The experiental results also supported the mechanism of cognitive load theory.