Research On The Influence Mechanism Of Information Overload On Online Travel Consumers' Confusion

The rapid development of the Internet has made the application of e-commerce more extensive,and the design of online marketing programs is an important part of the development of e-commerce.In the precision marketing of target-oriented consumers,how to make consumers accurately receive the favorable information that the company wants to convey and stimulate the purchase behavior is the key to the success of marketing.Because consumers are prone to confusion when they are faced with a lot of complicated information,the issues related to online consumer confusion have already attracted the attention of marketers,mainly of them focusing on the series of negative effects caused by consumer confusion.At the same time,in the related research of consumer confusion,more studies focus on the outcome variables and emphasize the negative impact on the enterprise and individual consumers,while the specific mechanism of consumer confusion is a bit of a slap.Which makes the consumer confused the resulting underlying causes are hampered,causing practitioners to be troubled by the circumvention of consumer confusion.Therefore,this study focuses on the formation mechanism of online travel consumer confusion,and tries to find a feasible circumvention method from the causes of online consumer confusion.After summarizing relevant research literatures on information overload,consumer confusion,product categories and other variables,this study derives a conceptual model of online travel consumer confusion formation mechanism based on cognitive load theory.Using the experimental method,with scenario simulation to design the two experiments through the form of questionnaires by giving the participants different information quantities(high information quantity vs low information quantity)and different product categories(experience products vs search products).After that data has collected and hypothesis has tested.The main conclusions of this study were obtained by using statistical software such as SPSS18.0 and Mplus7.0:(1)Information overload has a positive impact onconsumer confusion;(2)Information overload is an intermediary through cognitive load.The role has an effect on consumer confusion;(3)product categories have a regulatory role in the impact of information overload on cognitive load.Compared to travel search products,travel experience products will strengthen the relationship between information overload and cognitive load.Finally,based on the actual research results of this study,relevant countermeasures and suggestions are proposed for the marketing and management practices of online travel enterprises.