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Impact of information overload on consumer decision-making in the agri-food sector: a stimulus-organism-response theory perspective

Research Output:
Contribution to journal
Article
 Peer-review

Abstract

In the era of big data and AI, consumers are confronted with an overwhelming amount of information and a wide range of choices when purchasing agri-food products online. This can significantly impact their decision-making processes. However, there is currently insufficient comprehensive understanding regarding how information overload influences consumer purchasing decisions in the agri-food sector and whether differences in personal cognition and knowledge moderate this effect. This study aims to address this knowledge deficiency. Drawing on the stimulus-organism-response (S-O-R) theory, an influence mechanism model is developed to examine the impact of information overload on consumers’ decision deferral. A situational experiment involving 430 agri-food consumers is conducted to empirically test the proposed model. The results show that information overload significantly affects the level of consumer confusion. This, in turn, causes a deferral of purchase decisions. Furthermore, both cognitive need and consumer knowledge negatively moderate the relationship between information overload and consumer confusion.

Publication Information

Output type

Research Output:
Contribution to journal
Article
 Peer-review

Original language

English

Article number

e70031

Journal (Volume, Issue Number)

Journal of Consumer Affairs (Volume 59, Issue 4)

Publication milestones

  • Accepted/In press - 09/09/2025
  • Published - 03/11/2025

Publication status

Published - 03/11/2025

ISSN

0022-0078

Publication IDs

  • handle.net: 10547/626771
  • Scopus: 105020825821

Access to documents

Journal+of+consumer+Affairs+-+Impact+of+Information+Overload+on+Consumer+Decision-Making+in+the+Agri-food+Sector+-+A+Stimulus-Organism-Response+Theory+Perspective
Accepted author manuscript, 629.58 KB
Access to file: Embargo ends 22/09/2027

Link

Handle.net

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