Digital Overload : The Effects of The Large Amounts of Information When Purchasing Online

Given the rapid growth of Internet business practices and the need for companies and academia to understand the effect of this new reality for consumers, this article aims to measure whether there is a relationship between information overload in the virtual environment and the response between consumer satisfaction and feeling confused. The research was exploratory-explanatory and made use of a quasi-experiment as a way of operationalism. A factorial matrix was constructed and from this it was observed that the experience of information overload relates to the responses of consumer satisfaction and a sense of confusion in the digital environment. Finally, it was found that the greater the effect of information overload the more confusing for the consumer at the time of purchase, but, paradoxically satisfaction will also be higher.