Towards fluent decision making experience by adopting information curation functions

Information curation function (ICF) is a function that online review platforms implement to facilitate users’ review reading process given a sheer volume of reviews pertaining to a brand. Based on both fluency and information overload theories, this research attempts to unravel the role of ICF in alleviating information overload and facilitating consumers’ decision making process. Specifically, this study strives to quantify the impact of ICF use on users’ brand selection and satisfaction with selection through an integrated model that explores the effect of both external environmental cues and internal metacognitive cues. The study is expected to not only inform practitioners the usefulness of ICF, but also inspire them to seek solutions to optimize consumers’ decision making.