Author : Erdem Özkan
Release : 2015
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
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Book Synopsis The Effects of Information Overload on Consumer Confusion by : Erdem Özkan
Download or read book The Effects of Information Overload on Consumer Confusion written by Erdem Özkan. This book was released on 2015. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this study is to determine the effects of information overload on consumer confusion in User-Generated Content (UGC) environments and to find whether consumers' final buying decisions are affected by the confusion. In this respect, consumer data gathered online was analyzed by means of Structural Equation Modeling (SEM) on the basis of the theoretical framework. In addition to model tests, a scale was developed to measure 'information overload' depending on UGC. The results revealed that depending on the quality of information created in UGC environments, consumers' perceptions of information overload and consequently their confused reactions are related. The most important dimension of the information overload was found to be the information processing capacity. The level of involvement, the level of internet self-efficacy, and the perceived usefulness of UGC were also related to the degree of information over-load. Statistically meaningful relationships were found between perceived information overload and confusion, and this confusion had a negative effect on consumers' buying decisions, thus resulting in a decrease in purchasing.