Information load: its relationship to online exploratory and shopping behavior

  title={Information load: its relationship to online exploratory and shopping behavior},
  author={Ming-Hui Huang},
  journal={Int J. Information Management},
This article documents an e!ort to experimentally examine the e!ects of information characteristics of Web shopping sites on consumers' desire to approach the sites. A "eld experiment was conducted in which respondents visited shopping sites characterized by varying levels of information load. Two dimensions of information load, complexity and novelty were identi"ed and were found to have di!erential e!ects on the desire to approach shopping sites. The novelty dimension kept consumers exploring… CONTINUE READING

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