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.
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