An analysis of user-generated content on the internet in the context of the information overload and consumer confusion
Thesis Type: Postgraduate
Institution Of The Thesis: Gazi University, Turkey
Thesis Supervisor: Doç. Dr. Metehan Tolon
Approval Date: 2013
Thesis Language: Turkish
Abstract:
This thesis examines whether the user-generated contents on the Internet cause any consumer perceptions of information overload or no while they are being used in the consumers? processes of collecting and evaluating the information coming from the other consumers. The study also aims to demonstrate the sub-dimensions of information overload, its relationship with confusion, and its effects on consumers' purchasing decisions within the framework of a Structural Equation Model. In this context, by using the data obtained through application of a survey carried out on the internet, the theoretical model, including the relationships in question, was developed and tested with Structural Equation Modeling (SEM). Besides, whether the levels of the consumers? perception of the information overload and the confusion vary with the type of product from which the information is collected, the type of content being used on the information search, the type of Web media where these contents exist, and the socio-demographic characteristics of the participants was questioned using the one-way analysis of variance and t-test. The Scale of Information Overload, consisting of the Amount of Information, the Information Quality, the Available Time and the Information Processing Capacity was developed within the scope of this study, and its structural validity was tested. At the end of the research, user-generated contents used on the Internet were found to be effective on consumers' perceptions of information overload and the confusion. Information Processing Capacity of a person was found to be the most important sub-dimension in the formation of information overload. As for the other three dimensions, although not being in the same level with the Information Processing Capacity, they were found to be significantly influential. Added to the above, the level of involvement for the product, the level of internet usage and the perceived benefit from the user-generated contents were also observed to be effective in the perception of information overload. Accordingly, a strong relationship between the consumers? perception of the information overload and confusion were discovered and the confusion was identified as having a negative impact on the consumers? purchasing decisions. On the other hand, it is detected that while the level of consumer confusion does not vary with the content type, media type and socio-demographic characteristics in a statistically significant way, it varies in a statistically significant way with the sub-dimensions of the information overload. Keywords: 1. User-Generated Content 2. Web 2.0 / Participative Web 3. Social Media 4. Information Overload Theory 5. Consumer Confusion