Reducing user avoidance of sponsored search results : The effects of social influence cues
Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN)
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | 2016 International Conference on Information Systems, ICIS 2016 |
| Publisher | Association for Information Systems |
| ISBN (Print) | 9780996683135 |
| Publication status | Published - Dec 2016 |
Conference
| Title | 37th International Conference on Information Systems, ICIS 2016 |
|---|---|
| Location | Convention Centre Dublin |
| Place | Ireland |
| City | Dublin |
| Period | 11 - 14 December 2016 |
Link(s)
Abstract
Whether and how social influence cues can reduce users' avoidance of sponsored search results (SSRs) remain a puzzling and critical issue in IS research. This study employed an implicit theory perspective to investigate the effects of social influence cues on SSR avoidance. This theoretical perspective suggests that in e-commerce context, SSR avoidance is driven by various implicit theories of consumers regarding sponsored products (e.g., "sponsored products must be of low popularity or quality"). Through a laboratory experiment, we observed a matching effect that a social influence cue could reduce users' behavioral and psychological SSR avoidance when the cue (e.g., high ratings on the quality of sponsored products) directly addressed the active implicit theory (e.g., a concern on the product quality). In addition, social influence cues could also reduce consumers' attentional SSR avoidance. This study advances our understanding of the effects of social influence cues on consumers' judgment and behavior.
Research Area(s)
- Consumer avoidance behavior, Implicit theories, Laboratory experiment, Social influences, Sponsored search
Citation Format(s)
Reducing user avoidance of sponsored search results : The effects of social influence cues. / Deng, Honglin; Wang, Weiquan; Lim, Kai.
2016 International Conference on Information Systems, ICIS 2016. Association for Information Systems, 2016.Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN)
