Wu, D., Dong, J., Shi, L., Liu, C., & Ding, J. (2020). Credibility assessment of good abandonment results in mobile search. Information Processing & Management, 57(6), 102350.https://doi.org/10.1016/j.ipm.2020.102350

Abstract

Search engine optimization allows for users’ needs to be directly met by result snippets or a “knowledge map” without clicking any results. This behavior is called “good abandonment” and is found to frequently occur during mobile searching. Users exhibit such a behavior when they trust the result that addresses their information need without bothering to click it. Therefore, this study examines how users judge a result’s credibility without clicking. This study proposes a model for assessing the credibility of good abandonment results, making a hypothesis about the measures that may affect credibility assessments in mobile searches. A credibility assessment experiment was conducted to collect users’ eye movements, perceived credibility and feedback on different credibility measures. Users’ search behaviors were recorded by a screen recorder, in order to see whether a search was good abandonment. Then the initially proposed model was validated in terms of users’ perceived credibility, search behaviors and feedback, and further improved. The revised model found that the credibility assessment of good abandonment results in mobile searching is determined by six credibility measures distributed across three aspects of content, operator and design. Content-related measures show that users tend to believe the results if there is detailed and updated context information and the content is neutral. Operator-related measures indicate the impact of trust in the search engine on the credibility assessment. Design-related measures indicate that users tend to trust results with interactive functions and optimal layouts. How each of the six measures influence users’ assessment of credibility is discussed in this paper.

摘要

搜索引擎优化允许用户通过结果片段或”知识图谱”直接满足用户的需求，而无需点击任何结果。这种行为称为”良好放弃”，在移动搜索期间经常发生。当用户信任满足其信息需求的结果而懒得单击它时，他们会表现出这种行为。因此，本研究考察了用户如何在不点击的情况下判断结果的可信度。本研究提出了一个评估良好放弃结果可信度的模型，对可能影响移动搜索可信度评估的措施提出了假设。进行了可信度评估实验，以收集用户的眼球运动，感知可信度和对不同可信度措施的反馈。用户的搜索行为被屏幕录像机记录下来，以便查看搜索是否适合放弃。然后，从用户感知的可信度、搜索行为和反馈等方面对最初提出的模型进行了验证，并进一步改进。修正后的模型发现，移动搜索中良好放弃结果的可信度评估由分布在内容、运营商和设计三个方面的六个可信度指标决定。与内容相关的衡量标准表明，如果有详细和更新的上下文信息，并且内容是中立的，用户往往会相信结果。运营商相关指标表明了对搜索引擎的信任对可信度评估的影响。与设计相关的度量表明，用户倾向于信任具有交互功能和最佳布局的结果。本文讨论了这六项措施中的每一项如何影响用户对可信度的评估。