TY - GEN
T1 - Can visible cues of search results tell vendors' reliability?
AU - Ma, Zhongming
AU - Pant, Gautam
AU - Sheng, Olivia R.L.
AU - Iriberri, Alicia
PY - 2009
Y1 - 2009
N2 - A search engine provides two distinct types of results, organic and paid, each of which uses different mechanisms for selecting and ranking relevant Web pages for a query. For an e-commerce query, vendors represented by websites in these organic and paid results are expected to have varying reliability ratings, such as a satisfactory or unsatisfactory score from the Business Bureau (BBB) based on overall customer experiences. In this paper we empirically examine how vendors' reliability ratings in BBB are associated with cues (such as type of result, relative price, number of sites selling the product) that can be observed or derived from search results, and further we attempt to predict vendors' BBB reliability ratings using those cues.
AB - A search engine provides two distinct types of results, organic and paid, each of which uses different mechanisms for selecting and ranking relevant Web pages for a query. For an e-commerce query, vendors represented by websites in these organic and paid results are expected to have varying reliability ratings, such as a satisfactory or unsatisfactory score from the Business Bureau (BBB) based on overall customer experiences. In this paper we empirically examine how vendors' reliability ratings in BBB are associated with cues (such as type of result, relative price, number of sites selling the product) that can be observed or derived from search results, and further we attempt to predict vendors' BBB reliability ratings using those cues.
KW - Organic results
KW - Paid results
KW - Reliability prediction
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=84870200974&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84870200974&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84870200974
SN - 9781615675814
T3 - 15th Americas Conference on Information Systems 2009, AMCIS 2009
SP - 966
EP - 973
BT - 15th Americas Conference on Information Systems 2009, AMCIS 2009
T2 - 15th Americas Conference on Information Systems 2009, AMCIS 2009
Y2 - 6 August 2009 through 9 August 2009
ER -