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Publication
Relação entre Sobrecarga de Informação Digital e Compras Online: O Caso do Fast Fashion em Portugal.
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Abstract(s)
Esta dissertação investiga a relação entre a sobrecarga de informação digital e o comportamento de compra online no setor do fast fashion em Portugal, procurando compreender de que forma o excesso de estímulos digitais influencia a tomada de decisão dos consumidores. Num contexto em que as plataformas de e-commerce e as redes sociais encontram-se saturadas por campanhas promocionais, recomendações algorítmicas e conteúdos de influenciadores, analisa-se como esta exposição constante conduz à fadiga cognitiva, à indecisão e ao intention–behavior gap, isto é, o desfasamento entre a intenção declarada e o comportamento de compra efetivo. Com base no modelo teórico Estímulo–Organismo–Resposta (S–O–R), foi adotada uma metodologia quantitativa, através da aplicação de um questionário online a 400 consumidores portugueses, maioritariamente pertencentes às gerações Z e Millennial. Os resultados demonstram que a sobrecarga informacional digital tem um impacto significativo na fadiga de decisão e no esforço cognitivo, reduzindo a clareza das escolhas e comprometendo a experiência de compra. Verificou-se ainda que a exposição prolongada a estímulos promocionais e conteúdos personalizados pode tanto inibir como impulsionar o comportamento de compra, dependendo da perceção individual de saturação informacional. Conclui-se que o excesso de informação digital afeta negativamente a qualidade das decisões e a relação entre consumidor e marca. Assim, as empresas de fast fashion devem privilegiar estratégias de comunicação mais simples, investir em interfaces intuitivas e promover a seleção criteriosa de conteúdos relevantes, de modo a reduzir o esforço cognitivo e melhorar a experiência de consumo online.
This dissertation investigates the relationship between digital information overload and online purchasing behaviour in Portugal’s fast fashion sector, seeking to understand how excessive digital stimuli influence consumer decision-making. In a context where e-commerce platforms and social networks are saturated with promotional campaigns, algorithmic recommendations, and influencer content, the study examines how constant exposure leads to cognitive fatigue, indecision, and the intention–behavior gap — that is, the discrepancy between declared intention and actual purchasing behaviour.Based on the Stimulus–Organism–Response (S–O–R) theoretical model, a quantitative methodology was adopted through an online questionnaire applied to 400 Portuguese consumers, mostly from Generation Z and Millennials. The results show that digital information overload significantly impacts decision fatigue and cognitive effort, reducing choice clarity and undermining the shopping experience. It was also observed that prolonged exposure to promotional stimuli and personalised content can either inhibit or stimulate purchasing behaviour, depending on the individual’s perception of informational saturation.The study concludes that excessive digital information negatively affects decision quality and the consumer–brand relationship. Therefore, fast fashion companies should adopt simpler communication strategies, invest in intuitive interfaces, and implement a careful selection of relevant content to reduce cognitive effort and enhance the online shopping experience. This research offers practical insights for marketing management and contributes to a deeper understanding of contemporary digital consumer behaviour within the Portuguese fast fashion context.
This dissertation investigates the relationship between digital information overload and online purchasing behaviour in Portugal’s fast fashion sector, seeking to understand how excessive digital stimuli influence consumer decision-making. In a context where e-commerce platforms and social networks are saturated with promotional campaigns, algorithmic recommendations, and influencer content, the study examines how constant exposure leads to cognitive fatigue, indecision, and the intention–behavior gap — that is, the discrepancy between declared intention and actual purchasing behaviour.Based on the Stimulus–Organism–Response (S–O–R) theoretical model, a quantitative methodology was adopted through an online questionnaire applied to 400 Portuguese consumers, mostly from Generation Z and Millennials. The results show that digital information overload significantly impacts decision fatigue and cognitive effort, reducing choice clarity and undermining the shopping experience. It was also observed that prolonged exposure to promotional stimuli and personalised content can either inhibit or stimulate purchasing behaviour, depending on the individual’s perception of informational saturation.The study concludes that excessive digital information negatively affects decision quality and the consumer–brand relationship. Therefore, fast fashion companies should adopt simpler communication strategies, invest in intuitive interfaces, and implement a careful selection of relevant content to reduce cognitive effort and enhance the online shopping experience. This research offers practical insights for marketing management and contributes to a deeper understanding of contemporary digital consumer behaviour within the Portuguese fast fashion context.
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Keywords
Comércio eletrónico Fadiga de decisão Fast fashion Intenção de compra Sobrecarga de informação digital