검색 엔진의 공신력과 정보의 순위가 정보의 검색과 활용에 미치는 영향

다국어 초록 (Multilingual Abstract)

Search engines provide users with recommended links that are hierarchically ranked. Previous research on user behavior and search engines has focused on the fact that users tend to choose a link simply because it is presented as a higher choice on the first result page. This study attempts to find the underlying mechanism of users’ trust of information rankings provided by search engines. Specifically, we investigate whether and how the credibility of search engines and the ranking they provide influence (1) users’ pre-processing of the first result page, (2) scrutiny on the provided information, and (3) their intention to utilize the information.
The findings of our experiment, which was based on a 2(high vs. low credibility)×2(normal vs. reverse ranking) factorial design, showed that the time spent on pre-processing the first result page was longer for Google (i.e., high credible search engine) than for Nespon (low credible search engine). Also, the higher information ranking, the more scrutiny on the information and the more intention to utilize the information were shown by participants. In addition, the interaction effect shows that, particularly for the Google, low-ranked information is less utilized and less scrutinized than the identical information from Nespon.

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