Bernard J. Jansen، نويسنده , , Marc Resnick، نويسنده ,
In this article, we report results of an investigation into
the effect of sponsored links on ecommerce information
seeking on the Web. In this research, 56 participants
each engaged in six ecommerce Web searching tasks.
We extracted these tasks from the transaction log of a
Web search engine, so they represent actual ecommerce
searching information needs. Using 60 organic and 30
sponsored Web links, the quality of the Web search engine
results was controlled by switching nonsponsored
and sponsored links on half of the tasks for each participant.
This allowed for investigating the bias toward
sponsored links while controlling for quality of content.
The study also investigated the relationship between
searching self-efficacy, searching experience, types of
ecommerce information needs, and the order of links on
the viewing of sponsored links. Data included 2,453
interactions with links from result pages and 961 utterances
evaluating these links. The results of the study
indicate that there is a strong preference for nonsponsored
links, with searchers viewing these results first
more than 82% of the time. Searching self-efficacy and
experience does not increase the likelihood of viewing
sponsored links, and the order of the result listing does
not appear to affect searcher evaluation of sponsored
links. The implications for sponsored links as a longterm
business model are discussed.