Information Overload on E-commerce

In on-line purchases process, the consumer can experience the information overload state. This paper deals about the affective answers of the customers of e-commerce to this phenomenon, which represents the behavior of the consumer on influence of an exceeding number of information its capacity of individual processing. The adopted methodology had an exploratory-descriptive character. The first phase has used a qualitative perspective, resulting in the construction of the scale used in this study. The second part, a survey was conducted, and its objective was to verify opposing theoretical relations from searched literature. In this way, multivariate statistics techniques had been used, with prominence in the structural equations modeling. The conclusions had indicated that the theory of information overload for traditional commerce is partially valid for e-commerce and the premise that the confusion feeling is the predictor of the satisfaction level reduction of the consumers under influence of the information overload is deconstructed.