Choice Overload and Online Approach Behavior

Tsun-Yin (Tracie) Tung, Leslie Davis Burns and Harold F. Koenig
Additional contact information
Tsun-Yin (Tracie) Tung: California State University, Northridge, USA
Leslie Davis Burns: Responsible Global Fashion LLC, USA
Harold F. Koenig: Oregon State University, Corvallis, USA

International Journal of E-Business Research (IJEBR), 2019, vol. 15, issue 4, 56-72

Abstract: This study examines how the number of choices offered on a website influences consumers' internal states (affective and cognitive responses) and their approach/avoidance behavior during online apparel shopping. Focus-group and questionnaire data collection methods with a 3 (number of choices) by 3 (presentation formats) factorial experimental design were employed. The theoretical frameworks, “choice overload” and “online store atmospherics and shopper response,” were applied. A total of 382 usable responses were collected. Although the interaction proposed in the study was not statistically significant, the findings of the study show that the effect of choice overload may not only influence the in-task generated responses but also have a deeper and long-lasting impact on the online consumer behavior. The respondents react to the large choice set on the basis of feelings and emotions (affective responses), and these responses ultimately lead to a subsequent attitude and approach behavior.

Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 018/IJEBR.2019100104 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:15:y:2019:i:4:p:56-72

Access Statistics for this article

International Journal of E-Business Research (IJEBR) is currently edited by Mohammad Nabil Almunawar

More articles in International Journal of E-Business Research (IJEBR) from IGI Global
Bibliographic data for series maintained by Journal Editor ().