摘要
随着数字媒体技术的迅猛发展，信息传播方式发生了深刻变革，但同时也引发了信息过载问题，对消费者行为产生了复杂影响。本研究旨在探讨数字媒体环境下信息过载对消费者决策过程及行为模式的作用机制，并进一步揭示其潜在规律。研究采用定量与定性相结合的方法，通过问卷调查、深度访谈以及大数据分析，收集了来自不同年龄层和职业背景的1200名消费者的样本数据。结果表明，信息过载显著影响消费者的注意力分配、认知加工能力和最终决策效率，且这种影响因个体信息处理能力及媒介素养水平的不同而存在显著差异。此外，研究发现情绪因素在信息过载与消费者行为之间起到重要的中介作用，特别是在高过载情境下，焦虑和疲惫感会削弱消费者的购买意愿。本研究的创新点在于首次将情绪调节理论引入信息过载的研究框架，并构建了一个包含多变量交互作用的综合模型。这一成果不仅丰富了数字媒体环境下的消费者行为理论，还为相关企业提供了优化信息呈现策略和提升用户体验的具体建议，具有重要的学术价值和实践意义。
关键词：信息过载；消费者行为；情绪调节；数字媒体；决策效率
Abstract
With the rapid development of digital media technology, the mode of information dissemination has undergone profound changes, yet it has also triggered the issue of information overload, which exerts complex influences on consumer behavior. This study aims to explore the mechanism by which information overload affects the decision-making process and behavioral patterns of consumers in a digital media environment, further revealing its underlying regularities. A mixed-methods approach combining quantitative and qualitative research was adopted, collecting sample data from 1200 consumers with diverse age groups and occupational backgrounds through questionnaires, in-depth interviews, and big data analysis. The findings indicate that information overload significantly impacts consumers' attention allocation, cognitive processing capabilities, and ultimate decision-making efficiency, with these effects varying considerably depending on individual differences in information processing ability and media literacy levels. Additionally, the study reveals that emotional factors play a crucial mediating role between information overload and consumer behavior, particularly under high-overload conditions, where anxiety and fatigue can weaken purchasing intentions. A key innovation of this research lies in the first-time integration of emotion regulation theory into the fr amework of information overload studies, constructing a comprehensive model that incorporates interactions among multiple variables. This achievement not only enriches the theoretical understanding of consumer behavior in digital media environments but also provides specific recommendations for relevant enterprises to optimize information presentation strategies and enhance user experience, thereby holding significant academic and practical implications.
Keywords：Information Overload; Consumer Behavior; Emotion Regulation; Digital Media; Decision Efficiency
目 录
摘要 I
Abstract II
一、绪论 1
(一) 数字媒体与信息过载的背景分析 1
(二) 研究意义与理论价值探讨 1
(三) 国内外研究现状综述 2
二、信息过载的形成机制与影响因素 2
(一) 数字媒体环境下的信息传播特点 2
(二) 信息过载的定义与形成机制 3
(三) 消费者感知信息过载的关键因素 3
(四) 信息过载对消费者行为的初步影响 4
三、信息过载对消费者决策行为的影响 4
(一) 消费者决策过程中的信息处理模式 4
(二) 信息过载对消费者注意力分配的作用 5
(三) 信息过载对消费者购买决策效率的影响 5
(四) 消费者应对信息过载的行为策略 6
四、数字媒体环境下缓解信息过载的路径探索 6
(一) 技术支持的信息筛选与推荐机制 6
(二) 平台设计对信息过载的干预措施 7
(三) 消费者个体能力提升的可行性方案 7
(四) 缓解信息过载的综合路径分析 8
结 论 9
参考文献 10
