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电子商务中丰富的商品信息已造成信息过载现象,这将对消费者购买决策产生重要影响。本文首先对信息过载环境下网络消费者购买意愿的形成进行理论研究,然后,构建相应结构方程模型,运用问卷调查获取数据并对有效样本进行实证分析。最后,对电子商务平台企业提出相应的经营建议。
Abundant product information in e-commerce has caused information overload, which will have a significant impact on consumers’ purchasing decisions. In this paper, we first make a theoretical study on the formation of the purchase intention of Internet consumers in the context of information overload. Then, we construct the corresponding structural equation model, use questionnaires to obtain the data and empirically analyze the valid samples. Finally, the e-commerce platform enterprises put forward corresponding management suggestions.