Information Overload among Young Consumers when Purchasing Fruits

• KOMINE Ayana

  Tokyo University of Agriculture

• WAKABAYASHI Eri

  Tokyo University of Agriculture

• OURA Yuji

  Tokyo University of Agriculture

• TAMAKI Shiho

  Graduate School of Tokyo University of Agriculture, Research Fellow of Japan Society for the Promotion of Science

• YAMAMOTO Junko

  National Agriculture and Food Research Organization

Bibliographic Information

Other Title

• 若年層の果物購買場面における情報過負荷の発生状況に関する研究
• ジャクネンソウ ノ クダモノ コウバイ バメン ニ オケル ジョウホウ カフカ ノ ハッセイ ジョウキョウ ニ カンスル ケンキュウ

Abstract

Through eye tracking and a questionnaire survey, this study aims to grasp the situation that causes information over-load among young consumers when purchasing fruits. The findings are as follows: 1) Eye tracking suggests a possibility of information overload when the consumers have many choices, while it is not the case when consumers have a lot of information. 2) The results of the questionnaire survey revealed there is a possibility that consumers tend to experience confusion when presented with lots of choices. This tendency is common among consumers who do not regularly eat fruit.

Journal

• Journal of Food System Research

  Journal of Food System Research 26 (4), 295-300, 2020

  The Food System Research Association of Japan

Keywords

• information overload
• choice overload
• eye tracking
• fruit consumption
• consumer confusion

Details

• CRID: 1390002184893531264
• NII Article ID: 130007830286
• NII Book ID: AA11251336
• DOI: 10.5874/jfsr.26.4_295
• ISSN: 18845118
• ISSN: 13410296
• NDL BIB ID: 030761451
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I030761451
• Web Site: https://www.jstage.jst.go.jp/article/jfsr/26/4/26_295/_pdf
• Text Lang: ja
• Data Source:
  • JaLC
  • NDL
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed