BIDDING FOR RANKING IN SEARCH OUTCOME LIST A Heuristic-sytematic Perspective
This study explores how consumers click the searched items in different placement on the searching outcomes list through search engine. Drawing from the heuristic-systematic information processing theory, we conduct a quasi-experiment to test the consumer ordinary searching behavior and click preference. The findings reveal that, for the product which consumers are familiar with, they are more likely to look for the most self-relevant searched item; while for the products that consumers are not so familiar with, interestingly, they scan the searched items by sequence.
Search engine marketing Competitive bidding ranking Dual processing
Shuguang Jin Chouyong Chen Liqiang Huang
Department of management, Hangzhou dianzi University, HangZhou, China School of Business, University of Science and Technology of China, Hefei, China
国际会议
北京
英文
607-613
2011-06-08（万方平台首次上网日期，不代表论文的发表时间）