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Reputation, framing strategies and user's choice of content on the Web: an empirical study
Author(s) -
Constantiou Ioanna,
Hoebel Natascha,
Zicari Roberto V.
Publication year - 2010
Publication title -
concurrency and computation: practice and experience
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.309
H-Index - 67
eISSN - 1532-0634
pISSN - 1532-0626
DOI - 10.1002/cpe.1536
Subject(s) - reputation , user generated content , framing (construction) , the internet , computer science , world wide web , matching (statistics) , context (archaeology) , web content , empirical research , internet privacy , advertising , business , social media , sociology , engineering , mathematics , paleontology , social science , statistics , structural engineering , biology
Current trends on the Internet indicate an increasing supply of content from anonymous users (e.g. blogs), which may become popular among website visitors. Motivated by these Internet trends, the present study explores the tradeoffs between the source's reputation and the way content is displayed or offered on the web page as well as the effects of both on the Internet user's choice of information services. The study builds upon behavioral economics and focuses on the interaction between background and local context effects on the individual's choice. In particular, the study investigates the tradeoffs between the source's reputation, representing the background context and the provision of enriched content (e.g. source bundled with a picture or a video) representing local context. The research involved a set of experiments based on hypothetical choice or matching tasks. The main findings indicate that there are significant interaction effects between reputation and enriched content, in the form of content related pictures, video and users' recommendations, which affect the user's choice of information services. Copyright © 2009 John Wiley & Sons, Ltd.