• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

The Overwhelmed Consumer: How Information Overload Affects Customer Participation

Haukom, Emilie Ivarsdotter; Fjellanger, Benedicte Sandal
Master thesis
Thumbnail
View/Open
2287929.pdf (2.409Mb)
URI
http://hdl.handle.net/11250/2625375
Date
2019
Metadata
Show full item record
Collections
  • Master of Science [1117]
Abstract
Advancements of information technology in recent years provides the consumers

with endless information on every imaginable subject. As a consequence,

information overload experienced by consumers has been acknowledged in

research. However, a gap from information overload to the service marketing

literature has been identified. Hence, we formulated the research question: How

does information overload affect customer participation?

Our study has defined information overload in two ways; (1) Life Infostress,

which is information overload in the customer’s own sphere, caused by living in

an information-rich society. (2) Firm Information Overload, which represents the

firms’ sphere, caused by over-communication. Our results are discussed in the

light of other terms such as Infobesity and customers’ expectations.

Results from 202 American respondents indicate that Firm Information Overload

affects the customer’s motivation and self-efficacy, depending on the complexity

of the participation required. Moreover, Life Infostress is found to increase the

customer’s likelihood of participation, which contradicts our original hypothesis.

The overall findings of all three hypotheses support a contribution presented in

theoretical implications: The Information Noise Reduction Effect. This effect is

found to be highly beneficial for customers with high levels of Life Infostress.

Managerial implications recommends encouraging of customer participation and

modification of information based on complexity. Finally, the study provides

evidence for information overload’s influence on self-efficacy, motivation and

customer participation. Life Infostress also affects customer participation, however

noise reduction copes with this.

KEYWORDS: Service marketing, information overload, customer participation,

motivation, self-efficacy, infostress, Infobesity, Information Noise Reduction

Effect.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
Publisher
Handelshøyskolen BI

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit