Study On The Impact Of Information Overload On Customers’ Buying Decision Through E-Commerce

Along with the development of internet technology and popularization of mobile internet,Electronic Commerce has been developed a lot since 21 th century in China.Especially under the economic globalization and information globalization environment,Electronic Business has changed the traditional commerce and consumption habit.The connection between the consumers and the merchants is getting much closer than before.The merchants can demonstrate their products in virtual environment.The consumers can go shopping without getting into a physical store.Especially along with the development of mobile payment and the improvement of logistics,more and more consumers are shopping on-line.More and more merchants have moved to on-line from off-line,which enriched the products on E-commerce platform.The E-commerce brought more opportunity to the merchants and made shopping more convenient for the consumers as well.It has changed the shopping experience and changed the marketing strategy.People are no longer worried about how to get a specific product,but suffering about which product and which merchant should they choose.For E-commerce merchants,to provide more choice and more information to the customers is important marketing strategy.However,overload choice and overload information might bring negative impact to customer experience: decrease customer satisfaction and increase customer confusion.In the age of information,it’s much easier to get information,and providing more information might not help the customers make better choice.Information overload brings negative impact to consumer’s decision.How to customize effective information for difference consumers is the key development point for E-commerce.This paper integrated theory with practice and investigated the consumer feedback in the context of the online shopping environment,based on the negative impact(decrease consumer satisfaction and increase confusion)of information overload to consumer decision.This paper analyzed the information element of e-commerce platform,and gave according advice on information construction and optimization.