Can visible cues in search results indicate vendors' reliability?
| Autor: | Olivia R. Liu Sheng, Zhongming Ma, Gautam Pant, Alicia Iriberri |
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| Rok vydání: | 2012 |
| Předmět: |
World Wide Web
Search engine Information Systems and Management Arts and Humanities (miscellaneous) Computer science Search engine optimization Web page Developmental and Educational Psychology Product (category theory) Reliability (statistics) Information Systems Management Information Systems Ranking (information retrieval) |
| Zdroj: | Decision Support Systems. 52:768-775 |
| ISSN: | 0167-9236 |
| DOI: | 10.1016/j.dss.2011.12.002 |
| Popis: | Search engines play a critical role in the diffusion of online information because they determine what content is easily visible to Web users. Major search engines, such as Google, Microsoft Live Search, and Yahoo!, provide two distinct types of results, organic and paid, each of which uses different mechanisms for selecting and ranking relevant Web pages. Using a third-party trust assurance program from BBB (Better Business Bureau) Online we find that vendors represented by websites in organic and paid results have varying reliability ratings. These ratings, based on overall customer experiences, may range from satisfactory to unsatisfactory. We empirically examine how vendors' reliability ratings from BBB Online are associated with cues (such as type of search result, relative price of a product, and number of sites selling the product) that can be observed or derived from organic and paid search results. Further, we apply a data mining technique to predict the vendors' BBB reliability ratings using those cues and achieve good performance. |
| Databáze: | OpenAIRE |
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