The Effects of Information Overload on Consumer Confusion: An Examination on User Generated Content

Bu çalışmada; tüketicilerin bilgi toplama ve değerlendirme süreçlerinde internette kullanıcıların oluşturduğu içerik (UGC) kullanımına bağlı olarak bilgi yükü algılayıp algılamadığını araştırmak ve bu durumun tüketicilerin değerlendirme sürecine etkilerini ortaya koymak amaçlanmıştır. Bu kapsamda, bir çevrimiçi anket uygulaması ile elde edilen veriler kullanılarak, söz konusu ilişkileri kapsayan teorik model, yapısal eşitlik modellemesi (YEM) ile test edilmiştir. Ayrıca, UGC ortamlarına özgü bir bilgi yükü ölçeği geliştirilmiştir. Araştırma sonucunda, UGC’ye bağlı olarak tüketicilerin bilgi yükü algıladığı ve kafa karışıklığı yaşadığı tespit edilmiştir. Bilgi yükünün oluşumunda en önemli alt boyutun kişinin bilgi işleme kapasitesi olduğu bulunmuştur. Diğer üç boyutun ise aynı düzeyde olmamakla birlikte, önemli derecede etkili olduğu görülmüştür. Ürüne yönelik ilgilenim seviyesi, internet kullanım düzeyi ve UGC’den algılanan faydanın da bilgi yükü algılamasında etkili olduğu görülmüştür. Tüketicilerin bilgi yükü algılaması ile kafa karışıklığı seviyesi arasında güçlü ilişkiler bulunmuş ve kafa karışıklığının da tüketicinin satın alma kararını olumsuz yönde etkilediği belirlenmiştir.

Bilgi Yükünün Tüketici Kafa Karışıklığına Etkisi: İnternette Kullanıcıların Oluşturduğu İçerikler Üzerine Bir İnceleme

The aim of this study is to determine the effects of information overload on consumer confusion in User-Generated Content (UGC) environments and to find whether consum- ers’ final buying decisions are affected by the confusion. In this respect, consumer data gathered online was analyzed by means of Structural Equation Modeling (SEM) on the basis of the theoretical framework. In addition to model tests, a scale was developed to measure ‘information overload’ depending on UGC. The results revealed that depending on the quality of information created in UGC environments, consumers’ perceptions of information overload and consequently their confused reactions are related. The most important dimension of the information overload was found to be the information processing capacity. The level of involvement, the level of internet self-efficacy, and the perceived usefulness of UGC were also related to the degree of information over- load. Statistically meaningful relationships were found between perceived information overload and confusion, and this confusion had a negative effect on consumers’ buying decisions, thus resulting in a decrease in purchasing.

Kaynakça

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