Journal of Business and Management Studies ISSN: 2709-0876 DOI: 10.32996/jbms Journal Homepage: www.al-kindipublisher.com/index.php/jbms JBMS AL-KINDI CENTER FOR RESEARCH AND DEVELOPMENT Copyright: © 2022 the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC-BY) 4.0 license (https://creativecommons.org/licenses/by/4.0/). Published by Al-Kindi Centre for Research and Development, London, United Kingdom. Page | 162 | RESEARCH ARTICLE The Role of Information Overload on Consumers’ Online Shopping Behavior Gideon Appiah Kusi 1 , Mst Zannatul Azmira Rumki 2 , Fiona Hammond Quarcoo 3 , Esther Otchere 4 and Guanhui Fu 5 ✉ 125 School of Economics and Management, Nanjing Tech University, Nanjing Jiangsu 211816, China. 3 College of Chemical Engineering, Nanjing Tech University, Nanjing Jiangsu 211816, China. 4 College of Humanities, University of Ghana, Legon - Accra, Ghana Corresponding Author: Guanhui Fu, E-mail: njtechfugh@126.com | ABSTRACT In today's market, there exists a variety of products and brands for creating various items based on the needs and demands of customers. As technology advances, more companies are emerging, and it is evident that multiple businesses have developed products that are comparable to one another. To expose the products to the market and attract customers, each of these businesses adopts unique description techniques. This sometimes results in information overload. The study sought to investigate the role of information overload on consumers’ online shopping behavior. Based on reviews of relevant theories and principles of the consumer decision-making process, questionnaires were used to gather data from 201 respondents. The findings revealed that as a textual description of product attributes increases, so do the perceptions of information overload, and customers become overwhelmed while trying to process the information. The findings indicated that information overload significantly causes consumers to experience stress, frustration, and perceived risk. Following the study findings, it recommended that managers realize that excessive information can potentially decrease consumers' ability to analyze attributes of products and to compare alternatives; hence, they should analyze the scope to which the amount of provided information can be processed by their target consumers without difficulty. | KEYWORDS Information overload; Stress; Frustration; Perceived risk; Online shopping behavior. | ARTICLE INFORMATION ACCEPTED: 19 October 2022 PUBLISHED: 22 October 2022 DOI: 10.32996/jbms.2022.4.4.16 1. Introduction In today's world, advances in human communication, networking, computing (computers, software, and services), and content (publishing, entertainment, and information providers) have combined to create an interactive multimedia and information highway (Tapscott 1996). It focuses on utilizing vast human capital resources, storing information in digital form, and converting physical objects to virtual. It puts pressure on all participants, including suppliers, customers, and rivals, to collaborate and integrate in order to survive. According to conventional thinking, retail options promote healthy competition among businesses and benefit customers. Consumers now have a variety of options and product qualities to consider when making a decision. As a result, they look for, analyze, acquire, and use things ranging from tangible commodities to intangible services. Consumer decision-making has always been at the top of the priority list for marketing analysis. According to Ramanathan, Subramanian, Parrott, & Management (2017), there are various elements that influence customers' ability to make informed decisions. According to Reim, Sjödin, & Parida (2018), buyers always seek some essential aspects of the items that are often listed in the product description category while acquiring any products. The information in this product has both a positive and negative influence on customer purchase patterns. For some years now, marketers and researchers have been concerned with determining the ideal quantity of information that consumers can comprehend efficiently within a restricted cognitive capacity. The majority of