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An examination of searcher's perceptions of nonsponsored and sponsored links during ecommerce Web searching

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  • Bernard J. Jansen
  • Marc Resnick

Abstract

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 long‐term business model are discussed.

Suggested Citation

  • Bernard J. Jansen & Marc Resnick, 2006. "An examination of searcher's perceptions of nonsponsored and sponsored links during ecommerce Web searching," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 57(14), pages 1949-1961, December.
    • Handle: RePEc:bla:jamist:v:57:y:2006:i:14:p:1949-1961
    DOI: 10.1002/asi.20425
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    Cited by:

    1. Deepti Srivastava & Ruppal Walia Sharma, 2017. "Developing a Model for Studying the Antecedents and Effects of Word of Mouth (WoM) and e-WoM Marketing Based on Literature Review," Jindal Journal of Business Research, , vol. 6(1), pages 25-43, June.
    2. Ashish Agarwal & Tridas Mukhopadhyay, 2016. "The Impact of Competing Ads on Click Performance in Sponsored Search," Information Systems Research, INFORMS, vol. 27(3), pages 538-557.
    3. Ashish Agarwal & Kartik Hosanagar & Michael D. Smith, 2015. "Do Organic Results Help or Hurt Sponsored Search Performance?," Information Systems Research, INFORMS, vol. 26(4), pages 695-713, December.
    4. Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015. "In Google we trust?," International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
    5. Klapdor, Sebastian & Anderl, Eva M. & von Wangenheim, Florian & Schumann, Jan H., 2014. "Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(4), pages 285-301.
    6. Kim, Do Yuon & Kim, Hye-Young, 2021. "Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 130(C), pages 405-415.
    7. Patrick Winter & Paul Alpar, 2020. "Effects of search engine advertising on user clicks, conversions, and basket choice," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 837-862, December.
    8. Huang, Yangguang & Xie, Yu, 2023. "Search algorithm, repetitive information, and sales on online platforms," International Journal of Industrial Organization, Elsevier, vol. 88(C).
    9. Cuciurhan Mihaela M.D Student & Asist. Prof. Patricia Bertea Ph. D, 2015. "Search Engine Advertising: To Click Or Not To Click On Sponsored Ads," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(24), pages 85-92, APRIL.
    10. Chalil, Tengku Munawar & Dahana, Wirawan Dony & Baumann, Chris, 2020. "How do search ads induce and accelerate conversion? The moderating role of transaction experience and organizational type," Journal of Business Research, Elsevier, vol. 116(C), pages 324-336.
    11. Matthew Chesnes & Weijia (Daisy) Dai & Ginger Zhe Jin, 2017. "Banning Foreign Pharmacies from Sponsored Search: The Online Consumer Response," Marketing Science, INFORMS, vol. 36(6), pages 879-907, November.
    12. Hans Haans & Néomie Raassens & Roel Hout, 2013. "Search engine advertisements: The impact of advertising statements on click-through and conversion rates," Marketing Letters, Springer, vol. 24(2), pages 151-163, June.

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