In today’s society, consumers have too many products and brands to choose from. With the support of technology we receive more and more information from companies and this information overload brings consequences with it. Consumers suffer from confusion and frustration because they cannot consider every information in their decision process.
Therefore, the present thesis analyses the influence of information overload on decisions towards smartphones. A broad literature review is conducted in order to get a better understanding of the consumer decision process, the influencing factors, the concept of information overload and brand behavior. In order to answer the research question, a quantitative online survey is performed. An experimental task of either one of two tables with different level of information load is implemented. The two groups can be compared in order to reveal significant differences. Furthermore, the moderator effect of perceived information overload on satisfaction of a decision is analyzed.
First, the participants were asked about their satisfaction of the decision, based on what choice criteria they evaluated and the information overload is measured. Additionally, the participants assess their information search, brand and evaluation behavior in the questionnaire. The results show that information overload has a moderating effect on decisions. Moreover, technical, economical and personal criteria have a negative influence on decisions, whereby social criteria increase the satisfaction of a decision within an information overloaded environment. Additionally, a difference of experiencing information overload between women and men is discovered. The study discloses the impact of consumer’s information overload on decisions. Thus, information overload leads to a change of satisfaction on a decision.
Table of Contents
- Introduction
- Background Information
- Purpose of Research and Research Objectives
- Outline of the Thesis
- Literature Review
- Consumer Decision-Making
- Consumer Decision Process
- Influencing Consumer Decision Process
- Information Overload
- Definition Information
- The Concept of Information Overload
- Evolution of Information Overload
- Brand Management
- The Role of Brands
- Brand Equity
- Research Model and Hypotheses
- Decisions based on different Criteria
- Information Overload influences Decisions
- Research Methodology
- Procedure of the Survey
- Questionnaire Design
- Analysis of Data
- Descriptive Analysis
- Comparison of Groups
- Relationship Choice Criteria to Decision
- Moderator Effect
- Findings and Discussion of Study
- Overview of Findings
- Findings of Research Model
Objectives and Key Themes
This master's thesis investigates the impact of information overload on consumer decision-making, specifically focusing on smartphone purchases. The study aims to understand how information overload influences consumer satisfaction with their decisions and to identify factors that moderate this effect.
- The consumer decision-making process in the context of information overload.
- The influence of information overload on consumer satisfaction with purchase decisions.
- The role of various decision criteria (technical, economic, social, personal) in mitigating the negative effects of information overload.
- The moderating effect of perceived information overload on decision satisfaction.
- Gender differences in experiencing and responding to information overload.
Chapter Summaries
Introduction: This chapter sets the stage for the thesis by providing background information on the increasing prevalence of information overload in consumer markets. It clearly defines the research objectives, outlining the thesis's aim to investigate the influence of information overload on smartphone purchase decisions. The chapter also provides a concise overview of the structure and content of the subsequent chapters, offering a roadmap for the reader.
Literature Review: This chapter presents a comprehensive review of existing literature relevant to the research question. It delves into various aspects of consumer decision-making, including the stages involved in the process and influencing factors such as individual preferences, environmental cues, and psychological processes. A significant portion of the chapter focuses on the concept of information overload itself—defining it, exploring its causes and consequences, and tracing its evolution. Furthermore, the literature review covers relevant aspects of brand management, focusing on brand equity and its components (awareness, perceived quality, associations, loyalty), setting the context for understanding how brands navigate the challenges posed by information overload.
Research Model and Hypotheses: This chapter details the research model employed in the study and formally states the hypotheses to be tested. It outlines the relationships between different decision criteria (technical, economical, social, personal), information overload, and overall decision satisfaction. The hypotheses are carefully formulated, predicting the influence of information overload on decision-making and the potential moderating roles of specific factors. The structure of the model provides a clear framework for the subsequent empirical investigation.
Research Methodology: This chapter describes the research design and methodology used to collect and analyze data. It explains the procedures involved in conducting an online survey and provides detailed information on the questionnaire design. The chapter justifies the choice of quantitative methodology and outlines the methods used to ensure the reliability and validity of the data collected. Specific details about the experimental design—using two tables with varying levels of information—are also provided.
Analysis of Data: This chapter presents the results of the data analysis. It includes descriptive statistics, comparisons between groups exposed to different levels of information load, analysis of the relationships between choice criteria and decision satisfaction, and an assessment of the moderating effect of perceived information overload. The chapter employs various statistical techniques to test the hypotheses and interpret the findings.
Findings and Discussion of Study: This chapter summarizes the key findings of the study, relating them back to the research hypotheses and existing literature. The chapter discusses the implications of the findings, interpreting their significance within the broader context of consumer behavior and information overload. Potential explanations for the observed patterns are explored, along with the limitations of the study and suggestions for future research.
Keywords
Information overload, consumer decision-making, smartphone purchase, satisfaction, decision criteria, brand behavior, moderating effects, quantitative research, online survey.
Frequently Asked Questions: Master's Thesis on Information Overload and Consumer Decision-Making
What is the main topic of this master's thesis?
This master's thesis investigates the impact of information overload on consumer decision-making, specifically focusing on smartphone purchases. It aims to understand how information overload influences consumer satisfaction and identify factors moderating this effect.
What are the key themes explored in the thesis?
Key themes include the consumer decision-making process within information overload, the influence of information overload on purchase decision satisfaction, the role of various decision criteria (technical, economic, social, personal) in mitigating negative effects, the moderating effect of perceived information overload on decision satisfaction, and gender differences in experiencing and responding to information overload.
What is the structure of the thesis?
The thesis is structured into chapters covering: an introduction setting the research objectives; a literature review examining consumer decision-making, information overload, and brand management; a section detailing the research model and hypotheses; a methodology chapter describing the online survey; data analysis; and finally, findings and discussion with conclusions and suggestions for future research.
What methodology was used in this research?
The research employed a quantitative methodology using an online survey with a specific questionnaire design. The study involved comparing groups exposed to varying levels of information to analyze the impact on decision-making.
What are the key findings of the study?
The key findings are summarized in the final chapter, relating them to the research hypotheses and existing literature. The discussion section interprets the findings' significance in the context of consumer behavior and information overload, explores potential explanations, addresses limitations, and suggests avenues for future research.
What are the main factors influencing consumer decisions in the context of information overload, according to this research?
The research examines several factors: technical, economic, social, and personal decision criteria are analyzed for their role in mitigating the negative effects of information overload. The study also investigates the moderating effect of perceived information overload itself on decision satisfaction.
What is the role of brand management in this research?
The literature review explores brand management, focusing on brand equity and its components (awareness, perceived quality, associations, loyalty), within the context of how brands manage the challenges of information overload.
What are the keywords associated with this thesis?
Keywords include: Information overload, consumer decision-making, smartphone purchase, satisfaction, decision criteria, brand behavior, moderating effects, quantitative research, online survey.
Where can I find a detailed breakdown of the chapters?
The thesis includes chapter summaries that provide an overview of each section's content and findings. These summaries offer a detailed look at the arguments and analysis presented in each chapter.
What is the overall contribution of this thesis?
The thesis contributes to the understanding of how information overload impacts consumer decision-making, specifically in the context of smartphone purchases. By identifying moderating factors and exploring the influence on consumer satisfaction, it provides valuable insights for businesses and consumers alike.
- Quote paper
- Nadine Rückner (Author), 2018, Information Overload and its Influence on Customer's Decision. How does information overload affect customer`s decisions towards smartphones?, Munich, GRIN Verlag, https://www.grin.com/document/432627
