U.S. Apparel Consumers’ Information Overload and Social Interaction on Social Media

Abstract

<p class="MsoNormal"><span style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">This&nbsp;</span>study aimed&nbsp;to examine the determinants of information overload and the impacts of information overload on consumers' social interaction with apparel brands in social media. According to&nbsp;322 usable U.S. consumer surveys collected by Amazon M Turk, Information relevance (IR) was negatively related to information overload for fashion products on social media and information equivocality (IE)&nbsp;positively&nbsp;related to information overload.&nbsp;&nbsp;Fashion Consciousness (FC) has appositively moderate the relationship between IR and information overload but showed an insignificant moderating effect on the relationship between IE and information overload. Finally, Consumers' perceived information overload positively influence social interaction to for fashion products on social media. This finding implies that the fashion-conscious consumers are more likely to find information on fashion products important and relevant to them, and their perception of overload with the information becomes lowered or diminished.<o:p></o:p>