Current Status and Prospects of Research on the Promotion Information Overload
Taking domestic and foreign research on promotional information overload as the research object,this paper summarizes the research context of promotional information overload,The research adopts literature research methods to summarize and summarize the research on the theme of promo-tional information overload from five perspectives:theoretical basis,research methods,causes,symp-toms and impacts,and coping strategies.The research found that the theories and models involved in the study of promotional information overload are relatively scattered;The main research method is to construct a structural equation model;The factors that lead to the overload of promotional information can be roughly summarized into three aspects:information characteristics,system characteristics,and subjective factors;The phenomenon of promotional information overload can have an impact on con-sumers' purchasing process,before and after the purchasing process,as well as their subjective state.In addition,it also reveals the development trend of research on promotional information overload,providing reference for e-commerce practice.
Information OverloadPromotion InformationE-Commerce
万方数据
维普
