The more, the better? Why abundant information leads to unanticipated outcomes

摘要: Abstract The effect of information load on a person’s decision making remains ambiguous, especially in an online environment. By expanding the communication theory, this study developed four subdimensions load, namely source, characteristics, system interface, and recipient loads, explored their influences consumer behavioral intention, including intention to explore website buy. findings indicate that number product attributes degree novelty exhibit inverted U-shaped relationship with explore, whereas brand alternatives positive are positively associated interface complexity, ambiguity exert negative influence explain inconsistent results previous studies regarding reason why too much sometimes has adverse effects consumers shopping behavior.