網際網路的發展是二十世紀末的重要革命，各種資料往來傳遞繁雜且快速，資訊量呈現高度成長。自1991年網際網路踏進商業化領域後，網路拍賣的發展最引人注目，其中，二手商品的銷售成長也與網路拍賣的普及有很大的關係。然而，電子商務蓬勃發展的同時，暴增的網路資訊令人們成為了資訊超載體，網路上眾多的商品，要如何在這片資訊汪洋中選擇需要購買的商品，成了消費者非常關鍵的問題。人類生理心理學的觀點認為，人類在有限時間內對於資訊的吸收、處理能力是有限的，一旦超過此限度，行為就會趨向困惑與錯誤，也就可能會導致資訊超載(information overload)的現象。此外，根據文獻指出，資訊超載會影響消費者的心理與購買決策。因此，本研究將採用S-O-R理論，提出一個模型來探討消費者在資訊超載情境中，對網站的「信任」、「知覺風險」及「知覺價值」以及其購買意圖的影響。本研究透過網路問卷收集樣本資料，並在問卷中加入實驗情境，以驗證本研究提出的相關假設與理論模型，共回收212份問卷，透過結構方程模型分析資料，研究結果發現：在文字資訊超載情況下，知覺價值與知覺風險對於購買意圖皆有顯著影響，信任對於購買意圖則無顯著影響；在圖片資訊超載情況下，知覺價值與知覺風險對於購買意圖皆有顯著影響，信任對於購買意圖則無顯著影響。根據本研究結果，本研究建議網站設計和管理人員可參考資訊超載情境設計，不定期針對網路購物者進行調查，瞭解一般購物者對於該網站的資訊超載程度，以做為網路資訊改善之重要參考。

The development of the Internet was an important revolution at the end of the 20th century. The transmission of various materials was complicated and rapid, and the amount of information showed a high degree of growth. Since the internet entered the commercialization field in 1991, the development of online auctions has attracted the most attention. Among them, the sales growth of second-hand goods has also had a great relationship with the popularity of online auctions. However, while e-commerce is booming, the burgeoning Internet information has become a super carrier of information. Because of so many commodities on the Internet, how to choose the goods to be purchased in this information ocean has become a very critical issue for consumers. From the perspective of human physiological psychology, human beings have a limited ability to absorb and process information within a limited period of time. Once this limit is exceeded, behaviors tend to be confused and wrong, which may lead to information overload. In addition, according to the literature, information overload affects consumer psychology and purchase decisions. Therefore, this study will adopt the S-O-R theory and propose a model to explore the influence of consumers on the "trust", "perceived risk" and "perceived value" of the website and its purchase intention in the context of information overload. This study collected sample data through an online questionnaire and added experimental contexts to the questionnaires to verify the relevant hypotheses and theoretical models proposed in this study. A total of 212 questionnaires were recovered, and the data were analyzed through a structural equation model. The study found that in the condition of textual information overload, perceived value and perceived risk have a significant impact on purchase intention, and trust has no significant effect on purchase intention; In the condition of visualized information overload, perceived value and perceived risk have an significant effect on purchase intention, and trust has no significant effect on purchase intentions. Based on the results of this study, this study suggests that website designer and manager can refer to information overload scenario design and do irregularly survey for online shoppers to understand the level of information overload of the shopper on the website as a means to improve information in network.

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