电子商务领域促销信息过载问题研究综述

Current Status and Prospects of Research on the Promotion Information Overload

以电子商务领域促销信息过载相关研究为研究对象,梳理了促销信息过载问题的研究脉络,采用文献调研方法,分别从理论基础、研究方法、产生的原因、症状与影响、应对策略5个角度对促销信息过载主题的研究进行归纳和总结。研究发现,促销信息过载问题研究所涉及的理论与模型较为分散;主要的研究方法为构建结构方程模型;导致促销信息过载的因素可大致归纳为信息特征、系统特征和主观因素3个方面;促销信息过载现象会对消费者的购买过程、购买过程前后以及主观状态产生影响。并展望了促销信息过载研究发展趋势,以期为电子商务实践提供借鉴参考。

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 promotional information overload from five perspectives:theoretical basis,research methods,causes,symptoms 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 consumers’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.