The Impact Of Information Overload On Process Satisfaction And Purchase Intention Of Online Consumer's

The internet is changing this age and our life. It allows us to have a communication with the world whenever and wherever possible, in addition, we can enjoy the online shopping without going outdoors which makes the shopping so pleasant and convenient. With the phenomenal growth of the e-commerce in recent years, more and more consumers have formed a habit of online shopping, at the same time, the e-commerce platform is increasingly developed and perfected, which provides us with a variety of products that meet the demand of our basic necessities of life. On the one hand, platform offers the consumers with more choices and information, which meet the diverse needs of the consumers. On the other hand, the abundance of the information and variety also causes a problem of information overload, which means we have to spend more time and pay more attention to identifying the overload information. It may even cause negative emotion, and then reduce the feeling of satisfaction and purchase intention. Based on the negative effects on online consumers and e-commerce enterprises which may be caused by information overload, three experiments are designed in this article to explore the effects of information overload and selection overload on the satisfaction and purchase intention, to reveal the relationship between the perceptions of consumers and merchants' new marketing strategy that they release too much information and increase new products. Details are as follows:Study1:Mainly assess the information overload, including two parts, the pieces of information overload and choice set overload. The result shows that insufficient information, sufficient information, information overload have 3,10 and 30 however, the insufficient choices, sufficient choices, choices overload have 3,5,30 kinds of choices, which shows a tendency that the consumers'perception to information and choices increase at first, then reduce with the growth of the pieces of information and choices.Study2:Mainly discuss the effect of information overload on consumers' satisfaction and purchase intention, and verify the regulating effect of the process of cognitive level for need. The result of two factors analysis of variance shows that main effect of information overload on online consumers'process satisfaction and purchase intention is significant and the cognitive level for need involves in the regulations, which means information overload reduce the consumer's process satisfaction and purchase intention. When the information is overloaded, the consumers with high cognitive level for need have higher process satisfaction and purchase intention than those with low level.Study3:Mainly discuss the effect of choice overload on consumers'satisfaction and purchase intention, and verify the regulating effect of the process of cognitive level for need. The result of two factors analysis of variance shows that main effect of choice overload on online consumers'process satisfaction and purchase intention is significant and the cognitive level for need involves in the regulations, which means choice overload reduce the consumer's satisfaction and purchase intention. When the choice is overloaded, the consumers with high cognitive level for need have higher process satisfaction and purchase intention than those with low level.Through the research of effects of information overload which has two parts, the pieces of information overload and choices overload on consumers' process satisfaction and purchase intention, we can draw a conclusion that information overload reduces online consumers' process satisfaction and purchase intention, meanwhile, the cognitive level for need has a regulating effect, which means When the information is overloaded, the high cognitive level for need consumers have higher process satisfaction and purchase intention than those with low level. Based on the study, we can give the e-commerce enterprises some advice that how to make marketing strategies to improve consumers' process satisfaction and purchase intention.