Impact of Information Presentation Format on User Decision-making: A Format-stage Fit Perspective.

With the growing popularity of online videos, understanding the role of information presentation format in online decision-making becomes crucial. Existing research in information systems and marketing have looked at information presentation formats and online reviews but very little research has considered the fit between online review presentation format and decision-making stage. In this research we are primarily interested in developing the novel concept of format-stage fit, based on the notion that reviews' presentation formats have a varying impact on users' perceptions when users are in different decision-making stages. Accordingly, we propose that a review in pallid format (e.g., text) may be a better fit in choice-reduction stage whereas a review in vivid format (e.g., video) may be a better fit in choice-selection stage. We conduct a lab study to test the research model. The findings are expected to enhance our understanding of information presentation and decision making in online commerce.