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Can Positive Online Cues Always Reduce User Avoidance of Sponsored Research Results?
MIS Quarterly ( IF 7.3 ) Pub Date : 2022-03-01 , DOI: 10.25300/misq/2021/14962
Honglin Deng , , Weiquan Wang , Siyuan Li , Kai Lim , , ,

Online social cues that utilize user-generated data, such as user reviews and product ratings, have become one of the key factors influencing online user behavior and decisions. Online users who shared their reviews and ratings about a product (or a seller) become an abstract reference group to a focal user interested in the same product. This study focuses on sponsored search results (SSRs), a type of unsolicited information that matches users’ search queries and receives high evaluations from prior consumers. We investigate the effects of positive social cues on alleviating users’ avoidance responses toward an encountered SSR when searching for a product in a C2C e-commerce context. We synthesize the avoidance literature and identify three forms of SSR avoidance, namely, cognitive, behavioral, and affective avoidance. We apply users’ implicit concerns on SSRs to explain users’ avoidance of an encountered SSR. In addition, we extend social influence theory to online settings where abstract reference groups are posited to trigger social influence. We examine how and under what conditions the three forms of SSR avoidance can be reduced by various positive online social cues (i.e., product- and seller-related). We conduct three laboratory experiments. Results attest to users’ implicit concerns on SSRs and their avoidance of SSRs and reveal different effects of various social cues on reducing the three forms of SSR avoidance. This study uncovers the theoretical mechanisms of social influence on reducing SSR avoidance in online settings. It also offers practical implications for online search service providers to help online users’ decision making in their search process.

中文翻译:

积极的在线提示是否总能减少用户对赞助研究结果的回避?

利用用户生成数据的在线社交线索,如用户评论和产品评级,已成为影响在线用户行为和决策的关键因素之一。分享他们对产品(或卖家)的评论和评级的在线用户成为对同一产品感兴趣的焦点用户的抽象参考组。本研究侧重于赞助搜索结果 (SSR),这是一种主动提供的信息,与用户的搜索查询相匹配,并获得先前消费者的高度评价。我们研究了在 C2C 电子商务环境中搜索产品时,积极的社会线索对减轻用户对遇到的 SSR 的回避反应的影响。我们综合回避文献并确定了三种形式的 SSR 回避,即认知回避、行为回避和情感回避。我们应用用户对 SSR 的隐含关注来解释用户避免遇到的 SSR。此外,我们将社会影响理论扩展到网络环境中,其中抽象参考群体被假定为触发社会影响。我们研究了如何以及在什么条件下可以通过各种积极的在线社交线索(即产品和卖家相关)来减少三种形式的 SSR 避免。我们进行了三个实验室实验。结果证明了用户对 SSR 的隐含关注及其对 SSR 的回避,并揭示了各种社会线索对减少三种形式的 SSR 回避的不同影响。本研究揭示了社会影响减少在线环境中 SSR 回避的理论机制。
更新日期:2022-03-01
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