Abstract
As more and more consumers become part of the net population, retailers and manufacturers as well as dotโcom storefronts are touting consumers by providing an everโincreasing amount of product information. Their longโterm survival and profitability may be determined by how much and how well their product information is presented to and processed by the consumers. By combining both the traditional and structural approaches to the informationโoverload phenomenon, this study investigates the impact of Web site information on consumer choice and psychological states in an onโline environment. Varying the number of alternatives and attributes (traditional measure) and attribute level distribution across alternatives (structural measure), this study asks subjects to choose the best (dominant) CD player in a given set. Their subjective states such as satisfaction, confidence, and confusion are also measured. Results show that the number of attributes and attribute level distribution are good predictors of the effect of information overload on consumer choice. In addition, the study finds that onโline information overload results in less satisfied, less confident, and more confused consumers. Implications and suggestions for future research are provided. ยฉ 2004 Wiley Periodicals, Inc.