The Role of Information Overload on Consumers’ Online Shopping Behavior

In today's market, there exists a variety of products and brands for creating various items based on the needs demands customers. As technology advances, more companies are emerging, it is evident that multiple businesses have developed comparable to one another. To expose market attract customers, each these adopts unique description techniques. This sometimes results in information overload. The study sought investigate role overload consumers’ online shopping behavior. Based reviews relevant theories principles consumer decision-making process, questionnaires were used gather data from 201 respondents. findings revealed as textual product attributes increases, so do perceptions overload, customers become overwhelmed while trying process information. indicated significantly causes consumers experience stress, frustration, perceived risk. Following findings, recommended managers realize excessive can potentially decrease consumers' ability analyze compare alternatives; hence, they should scope which amount provided be processed by their target without difficulty.