선택지 과부하가 소비자 감정, 구매 피로도, 그리고 구매의도에 미치는 영향: 구전 신뢰성의 조절된 매개효과를 중심으로

This study analyzes the moderated mediation effect of Word-of-mouth(WOM) information on consumer decision-making processes in online shopping contexts where multiple product alternatives are presented. When consumers are exposed to numerous similar product options, they tend to experience cognitive overload, leading to choice overload. This overload can increase purchase fatigue and negatively impact purchase intentions. The study aims to demonstrate that WOM credibility can mitigate the negative emotions arising from choice overload. To verify these hypotheses, Structural Equation Modeling(SEM) was utilized, and survey data were collected. Through this approach, the study measured consumers' perceived fatigue and emotional responses under multiple product alternatives and examined their effects on future purchase fatigue and purchase intentions. In addition, the research confirmed the moderating role of WOM credibility in regulating emotions under choice overload conditions, demonstrating the presence of a moderated mediation effect. This research distinguishes itself by highlighting the moderated mediation effect of WOM credibility, offering a new perspective beyond prior studies that primarily emphasized the positive influence of WOM. Unlike earlier research, the current study focuses on the role of WOM in alleviating negative emotions triggered by choice overload. Specifically, the findings show that in situations where consumers encounter choice overload on online platforms, WOM credibility alleviates decision-making fatigue and enhances purchase intentions. Based on these findings, the study provides practical insights for startups and online retailers on presenting product alternatives and effectively leveraging WOM strategies. In particular, when product selection is complex, rather than attempting to induce positive emotions, focusing on managing consumers' negative emotions through credible WOM is suggested to be a more effective strategy. This approach can reduce choice fatigue and support consumers in making purchasing decisions, serving as a valuable framework for enhancing online shopping experiences.