The use of multimedia to reduce information overload on consumer in the online shopping environment

Since human are limited in information process, too much information causes dysfunctional in decision and consumer´s psychological state. This study aims to examine effects of multimedia presentations on information overload reduction. Consumer preference was also investigated. An experiment was conducted in which 117 subjects participated to test the research model. Results indicate that different presentations produce different levels of information overload, information overload increases choice confidence, subjective knowledge facilitates information overload and effects consumers´ subjective states.