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April 21, 2026Humanities and Social Sciences CommunicationsOpen Access

More promotion, less satisfaction in online shopping: evidence from Chinese university students

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Authors

WZWei ZhouALAimei LIZHZijing Hong

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Overview

Experiments explore how promotion overload decreases satisfaction in online shopping, suggesting design improvements.

Key Points

  • The aim is to investigate how promotion information overload affects online shopping satisfaction, focusing on cognitive load's mediating role.
  • Conducted three experiments with 729 Chinese university students.
  • Analyzed the effects of cognitive load and self-construal in the context of promotional information.
  • Examined the moderating role of list references as support mechanisms.
  • Promotion information overload significantly reduces online shopping satisfaction due to increased cognitive load.
  • List reference serves as a helpful tool to alleviate the effects of high cognitive load.
  • Interdependent consumers are more affected by promotional cues than independent consumers.

Cite This Study

Zhou et al. (2026) studied this question.

synapsesocial.com/papers/69e7138bcb99343efc98cf87https://doi.org/10.1057/s41599-026-07248-2
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