A Study on the Mechanism of How Perceived Information Overload Affects Behavioral Intentions among E-Commerce Platform Users

Based on the SOR (Stimulus-Organism-Response) theoretical framework, this study explores the underlying logic and mechanisms linking users’ perceived information overload, cognitive and psychological responses, and behavioral intentions. The results indicate the following: First, cognitive and psychological responses consist of three dimensions—cognitive fatigue, decision difficulty, and psychological anxiety—while behavioral intentions consist of two dimensions—users’ intention to purchase products and their intention to continue using the app. Second, perceived information overload significantly inhibits users’ intention to purchase products and their intention to continue using the app. Third, users’ cognitive fatigue, decision difficulty, and psychological anxiety mediate the relationship between perceived information overload and users’ intention to purchase products and their intention to continue using the app. This study provides theoretical foundations and practical insights for e-commerce platforms to optimize recommendation strategies and alleviate users’ cognitive burden.

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