|Author's Email Address
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|Type of Document
||Information Overload and Customer Decision Making|
in the Circumstance of Mobile Commerce
|Date of Defense
Customer Decision Making
||The growing popularity of smart phones nowadays is one of the major drivers for the booming m-commerce sector. The ubiquity and convenience of m-commerce allow consumers to obtain product information any time on their phones, in addition to word-of-mouth. For example, there are figures, photos, word descriptions and customers’ ratings with comments for each app sold on the app store. However, large amount of information is not necessarily helpful for consumers’ decision making because this may just cause information overload. This research is aimed to study how customer rating system causes information overload and further influences the subjective states for the decisions made. The research hypotheses are empirically tested by a 2X2 factorial experiment design, which presents the quality of customer comments (high or low) and the information consistency (between customer ratings and comments). |
The results of this research show: (1) High-quality comments cause information overload more easily than low-quality comments do. (2) The information inconsistency causes information overload more easily than information consistency does. (3) Information overload and information need have notably positive influence on customers. (4) Information overload and customers’ decisions relatively have no particularly negative influence.
The research results provide managerial implications for m-commerce managers when considering the customer information overload phenomenon. Besides, this study also proposes directions for future related studies.
||Yih Jeng - chair|
Yi-ling Lin - co-chair
Fen-Hui Lin - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission