Preliminary research of information overload from information search and information follow

- Tingting He

The major objective of this research is to test if two types of information overload are different: Information overload from searching for the information someone needs to search, and information overload from following allthe information someone needs to follow. These two types of information overload may be labelled informationsearch overload and information follow overload, corresponding to the concepts of information search and information follow. Using the data of a survey from a sample of about 1600 respondents across 50 states in theUnited States, the research identified 2 items corresponding to information search overload and information followoverload, and ran analyses including correlation and logistic regression with the 2 items separately as the dependent variables, and with some other items about consumers’ activities involving information as independentvariables. Results of the various analyses suggest that information search overload and information follow overload are different, especially in terms of how they associate with different variables of consumer activitiesinvolving information, therefore indicate as a preliminary research that we may separate the two types of information overload in our future research.

Tingting He, PhD, Assistant Professor of Marketing at Governors State University in Illinois, United States — PhD in Marketing from Washington University in St Louis and MPhil in Marketing from the University of Manchester. She focuses on both quantitative modeling research and consumer behavioral research in marketing and published in various journals before.
ORCID: 0000-003-1679-9956

DOI: 10.2478/minib-2020-0024
MINIB, 2020, Vol. 38, Issue 4

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