CHOICE OVERLOAD, DECISION FATIGUE & IMPULSIVE BUYING IN ONLINE SHOPPERS

Abstract

This study investigated the relationships between Choice Overload, Decision Fatigue and Impulsive Buying in Online Buyers. Using a quantitative correlational cross-sectional research design, data were collected from N=200 participants aged 18 to 40 years through purposive sampling technique. The study employed the Choice Overload Scale (Manolică et al., 2021) to assess perceived choice overload, the Decision Fatigue Scale (Hickman Jr., 2018) to measure levels of decision fatigue, and the Consumer Impulsive Buying Tendency Scale (Uygur, 2018) to evaluate impulsive buying tendencies. Data analysis was conducted using Statistical Package for Social Sciences (SPSS) version 23, including descriptive statistics, Pearson Product-Moment Correlation, hierarchical regression analysis, mediation analysis and independent sample t-tests. The findings revealed a significant positive relationship between choice overload, decision fatigue and impulsive buying tendencies. Choice overload positively predicted impulsive buying tendencies, while decision fatigue also emerged as a significant predictor. Furthermore, decision fatigue partially mediated the relationship between choice overload and impulsive buying. Age and Income were not significant predictors of impulsive buying. Males scored significantly higher on impulsive buying behavior than females, while no significant gender differences were found in choice overload and decision fatigue. Ethical considerations, including informed consent, confidentiality, and voluntary participation, were strictly maintained throughout the research process. The findings highlight the importance of managing excessive online product choices and reducing decision fatigue to minimize impulsive buying behaviors among consumers. Future research may explore additional psychological and environmental factors influencing online purchasing behavior using longitudinal and experimental designs.