網際網路的便捷及行動裝置的升級,使得越來越多消費者開始嘗試使用網路購物滿足其消費需求,然而科技的進步使得大量的資訊在網路中流通,因而容易造成消費者資訊過載的情況。過去研究較少探討網路購物中消費者的資訊超載情況,因此本研究探討資訊超載的前置變數,並進一步探討其如何影響消費者的再購意圖。本研究問卷採便利抽樣法,回收有效問卷416份,本研究顯示(1)購物網站的便利性及購物網站提供的娛樂放鬆內容對資訊超載具負向顯著影響。(2)強烈的個人動機對資訊超載具負向顯著影響。(3)資訊超載對再購意圖具負向顯著影響。本研究結果期望能提供網路購物業者執行網路行銷策略時之參考。
With the convenience from the internet and upgrade of mobile device, more and more consumers have using online shopping to satisfy their purchase demand. The development of technology facilitates mass information storage, and thus leads to information overload for consumers. However, few studies investigate information overalod in online shopping environements. This research explores the antecedents of information overloads, which will further impact consumers’ repurchase intention. By collecting data from queiosnanire survey, 416 valid questinnaires received. This research shows that (1) The convenience and enjoyment provided by online shop have significant and negative impacts on information overload. (2) Personal motivation has a significant and negative impact on information overload. (3) Information overload has a significant and negative impact on repurchase intension. The result of this research could be a reference for online shopping retailers.