IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v17y2016i4p851-869.html
   My bibliography  Save this article

Exploring Choice Overload, Internet Shopping Anxiety, Variety Seeking and Online Shopping Adoption Relationship: Evidence from Online Fashion Stores

Author

Listed:
  • Komal Nagar
  • Payal Gandotra

Abstract

This study attempts to investigate the nature and impact of choice overload and Internet shopping anxiety on online shopping patronage in the context of fashion products by examining the extent to which consumers seeking variety while shopping online would experience an overload of the innumerable choices offered to them and whether the availability of large assortment of choices will have a significant effect on the patronage of e-stores providing choice in their product offerings. The study also hoped to examine the anxiety experienced by consumers while shopping online and the resultant effect of shopping anxiety on consumers’ intention to patronize web stores. Findings of the study based on a total of 189 responses reveal that online shoppers’ variety-seeking behaviour significantly affects choice overload, while too much shopping anxiety among online shoppers also significantly contributed to a decrease in the level of online patronage intentions among online shoppers. Based on the results of the study, suggestions are made to lower the anxiety among online shoppers to improve consumers’ patronage intentions as too much information is likely to influence their quality of decisions.

Suggested Citation

  • Komal Nagar & Payal Gandotra, 2016. "Exploring Choice Overload, Internet Shopping Anxiety, Variety Seeking and Online Shopping Adoption Relationship: Evidence from Online Fashion Stores," Global Business Review, International Management Institute, vol. 17(4), pages 851-869, August.
    • Handle: RePEc:sae:globus:v:17:y:2016:i:4:p:851-869
    DOI: 10.1177/0972150916645682
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150916645682
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150916645682?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kapil Bawa, 1990. "Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior," Marketing Science, INFORMS, vol. 9(3), pages 263-278.
    2. Claudio Lucarelli & Jeffrey Prince & Kosali Simon, 2012. "The Welfare Impact Of Reducing Choice In Medicare Part D: A Comparison Of Two Regulation Strategies," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 53(4), pages 1155-1177, November.
    3. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    4. Jacoby, Jacob & Speller, Donald E & Berning, Carol A Kohn, 1974. "Brand Choice Behavior as a Function of Information Load: Replication and Extension," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 33-42, June.
    5. Daniel Mochon, 2013. "Single-Option Aversion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 555-566.
    6. van Trijp, Hans C M & Steenkamp, Jan-Benedict E M, 1992. "Consumers' Variety Seeking Tendency with Respect to Foods: Measurement and Managerial Implications," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 19(2), pages 181-195.
    7. Tibor Besedeš & Cary Deck & Sudipta Sarangi & Mikhael Shor, 2012. "Age Effects and Heuristics in Decision Making," The Review of Economics and Statistics, MIT Press, vol. 94(2), pages 580-595, May.
    8. Benjamin Scheibehenne & Rainer Greifeneder & Peter M. Todd, 2010. "Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 409-425, October.
    9. Malhotra, Naresh K, 1982. "Information Load and Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(4), pages 419-430, March.
    10. Bettman, James R, 1975. "Issues in Designing Consumer Information Environments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 169-177, December.
    11. McAlister, Leigh & Pessemier, Edgar, 1982. "Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 311-322, December.
    12. Kaiser Karen, 2011. "Variety Aversion and Information Overload: An Experimental Approach," Working Papers 2011-01, Banco de México.
    13. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    14. Bikramjit Rishi, 2010. "Motivators and decisional influencers of online shopping," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 4(3), pages 195-209.
    15. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, vol. 19(1), pages 4-21, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xin Zhang & Xiaoyan Ding & Liang Ma & Gaoshan Wang, 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach," Sustainability, MDPI, vol. 10(12), pages 1-13, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Choudhary, Vidyanand & Currim, Imran & Dewan, Sanjeev & Jeliazkov, Ivan & Mintz, Ofer & Turner, John, 2017. "Evaluation Set Size and Purchase: Evidence from a Product Search Engine," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 16-31.
    2. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Kerstin Gidlöf & Annika Wallin & Kenneth Holmqvist & Peter Møgelvang-Hansen, 2013. "Material Distortion of Economic Behaviour and Everyday Decision Quality," Journal of Consumer Policy, Springer, vol. 36(4), pages 389-402, December.
    4. Sicilia, Maria & Ruiz, Salvador, 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 31-41.
    5. He Tingting, 2020. "Preliminary Research of Information Overload from Information Search and Information Follow," Marketing of Scientific and Research Organizations, Sciendo, vol. 38(4), pages 1-20, December.
    6. José-Alberto Castañeda & Dolores M. Frías-Jamilena & Miguel A. Rodríguez-Molina & Adam Jones, 2020. "Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 759-773, December.
    7. Rodríguez-Molina, M.A. & Frías-Jamilena, D.M. & Castañeda-García, J.A., 2015. "The contribution of website design to the generation of tourist destination image: The moderating effect of involvement," Tourism Management, Elsevier, vol. 47(C), pages 303-317.
    8. Chen, Xuqi & Shen, Meng & Gao, Zhifeng, 2017. "Impact of Intra-respondent Variations in Attribute Attendance on Consumer Preference in Food Choice," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258509, Agricultural and Applied Economics Association.
    9. Lior Fink & Daniele Papismedov, 2023. "On the Same Page? What Users Benefit from a Desktop View on Mobile Devices," Information Systems Research, INFORMS, vol. 34(2), pages 423-441, June.
    10. Ketron, Seth & Spears, Nancy & Dai, Bo, 2016. "Overcoming information overload in retail environments: Imagination and sales promotion in a wine context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 23-32.
    11. Korhonen, Pekka J. & Malo, Pekka & Pajala, Tommi & Ravaja, Niklas & Somervuori, Outi & Wallenius, Jyrki, 2018. "Context matters: The impact of product type, emotional attachment and information overload on choice quality," European Journal of Operational Research, Elsevier, vol. 264(1), pages 270-279.
    12. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    13. Doust, Negin Ahmadi Saber & van Esch, Patrick & Kemper, Joya & Franklin, Drew & Casserly, Shane, 2021. "Marketing the use of headgear in high contact sports," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Pande, Shashwat M. & Papamichail, K. Nadia & Kawalek, Peter, 2021. "Compatibility effects in the prescriptive application of psychological heuristics: Inhibition, Integration and Selection," European Journal of Operational Research, Elsevier, vol. 295(3), pages 982-995.
    15. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    16. François Lenglet, 2018. "FNS or the Varseek-scale? Proposals for a valid operationalization of neophilia," Post-Print halshs-02402036, HAL.
    17. Andreas Hefti & Shuo Liu & Armin Schmutzler, 2022. "Preferences, Confusion and Competition," The Economic Journal, Royal Economic Society, vol. 132(645), pages 1852-1881.
    18. Kim, Jikyung (Jeanne) & Kim, Sanghwa & Choi, Jeonghye, 2020. "Purchase now and consume later: Do online and offline environments drive online social interactions and sales?," Journal of Business Research, Elsevier, vol. 120(C), pages 274-285.
    19. Friesen, Lana & Earl, Peter E., 2015. "Multipart tariffs and bounded rationality: An experimental analysis of mobile phone plan choices," Journal of Economic Behavior & Organization, Elsevier, vol. 116(C), pages 239-253.
    20. Kukar-Kinney, Monika & Ridgway, Nancy M. & Monroe, Kent B., 2009. "The Relationship Between Consumers’ Tendencies to Buy Compulsively and Their Motivations to Shop and Buy on the Internet," Journal of Retailing, Elsevier, vol. 85(3), pages 298-307.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:17:y:2016:i:4:p:851-869. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.