Research On The Influence Of Perceived Promotional Information Overload On Consumer's Purchase Intention

In order to attract online consumers to purchase goods,the overwhelming promotion information enters the consumer's field of vision.A large number of promotional items,a variety of promotional presentations,different discounts and other promotional information,resulting in overloaded promotional information,affecting consumer purchasing decisions.A large number of scholars have studied different online shopping promotion forms.Most of the research on information overload is in organizational and machine learning,but there is not much research on information overload in Internet shopping.The research on overloading of promotional information is even rare.There are few,this paper mainly focuses on the impact of the amount of promotional information,the degree of dispersion of promotional information,the way in which promotional information is presented,and the impact of perceived information overload,and how it affects consumers' willingness to purchase.This study collects data through experimental methods,and uses SPSS to process the data to verify the model hypothesis,and finally obtain the following conclusions:(1)The amount of promotional information has a significant positive impact on consumer perception information overload;(2)the degree of dispersion of promotional information has a significant positive impact on consumer perception of information overload;(3)the way in which promotional information is presented to consumers Information overload has a significant positive impact;(4)consumer perception of information overload has a significant negative impact on consumers' willingness to purchase;(5)consumer's decision time pressure will enhance the impact of perceived information overload on consumers' willingness to purchase;(6)Perceptual promotion information overload has an intermediary role in the relationship between the amount of promotion information and the purchase of the consumer;(7)Perceived promotion information overload has an intermediary role in the relationship between the degree of dispersion of the promotion information and the purchase of the consumer;(8)Perceived promotion Information overload has an intermediary role in the relationship between the presentation of promotional information and consumer purchases.This study explores in depth the amount of promotional information,the degree of dispersion of promotional information,the impact of promotional information presentation on the perceived overload of promotional information and the impact on consumers' willingness to purchase.In practice,to provide marketing strategies for e-commerce platforms and sellers.