Research On The Impact Of Information Overload On Consumers' Online Decision Satisfaction

With the rapid development of Internet technology, online shopping has become a popular way of shopping. Online shopping sites provide consumers with massive, diverse products and services. Compared with traditional shopping channels, consumers face a large increase in the amount of information, and often face the situation of "information overload". The increase in the amount of information have both advantages and disadvantages on consumers' decision-making. On the one hand, the more abundant and comprehensive information can reduce the information asymmetry, so that consumers can make better decisions based on the full information. On the other hand, consumers need to spend more time to screening, treatment and evaluation of information, increasing the time cost and cognitive cost, and consumers to find the products meet their needs will become more difficult. The existing research on information overload is mainly based on the theory, which is concerned with the causes,effects and solutions of information overload.Based on the above background, this study investigates the influence of information overload on consumer decision satisfaction. According to the availability of product information before purchasing, products are divided into experience products and search products. This study examines whether the impact of product quantity information overload and product attribute information overload on consumer decision satisfaction is different when consumers buy different types of products.The empirical results show that information overload increases consumers' perceived utility, which will have a positive impact on online consumer decision satisfaction, but also increase the perceived cost, and thus have a negative impact on online consumer decision satisfaction. In regulating effect, when consumer purchase different types of products,there is no difference between the effects of product quantity information overload on the perceived utility and perceived cost; compared with the experience product, product attribute information overload has a greater impact on the perceived utility and perceived cost of consumers to purchase.This study enriches the theory of information overload, and is conducive to the e-commerce platform website to adjust the product information, to enhance the positive impact of information on consumer decision-making experience and impression of the site, at the same time to reduce or avoid the negative impact of information on consumer decision-making experience, raise the possibility of consumers to visit the site again.