Research On The Influence Of Consumers’ Perceived Information Overload On Delay Decision-making Under The Situation Of Online Shopping

With the development of the internet,online shopping has become an indispensable part of people’s lives.While the Internet is convenient for people,it will also cause trouble.The massive amount of information provided by the Internet has exceeded the processing ability of people,causing overload of user information.The problem of information overload has become a topic of research by many scholars,but most of them focus on the field of library and information science.There is relatively little research on consumer behavior.This paper links information overload with consumer decision-making behaviors,and introduces the specific mechanism of information overload on decision-making behavior by introducing the mediator of consumer confusion.In addition,the introduction of time pressure as a moderator,to explore whether time pressure will play a regulatory role in the relationship between information overload and consumer confusion.Therefore,this study attempts to construct a research model based on bounded rationality theory,cognitive theory of emotion and consumer behavior models(sor),and propose corresponding research hypotheses to explore the mechanism of information overload affecting consumers’ delayed decision-making under Chinese online shopping situation.This study collected data through questionnaires and used spss23 to validate model hypotheses.The research results show that information overload has a significant positive effect on consumer confusion and delayed decision-making.Consumer confusion plays a full intermediary role between information overload and delayed decision-making.In addition,time pressure plays a negative role in moderating information overload and consumer confusion.In the face of information overload online shopping environment,higher time pressure will produce higher consumer confusion than low time pressure.At the end of the article,the results of this study are discussed,and the research limitations and prospects for future research are summarized.