تأثيرُ الحمل الزائد للمعلومات والحمل الزائد للاتصالات في قرارِ الشِّراءِ دراسةٌ مسحيَّةٌ لعيِّنةٍ مِن المتسوقينِ عبرَ الأَنترنت

Abstract

The main objective of the study was to test the effect of information overload and communication overload on shoppers’ purchase decision through social media. To achieve this, the study used the quantitative approach and survey method through an electronic questionnaire distributed to shoppers participating in social media specialized in shopping. The sample size was (416). Simple and multiple regression analysis was used to test the hypotheses. The results revealed a statistically significant effect of the variable information overload and no effect of communication overload on the purchase decision, in addition to their combined effect on the purchase decision.