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How do framing strategies influence the user's choice of content on the Web?
Author(s) -
Constantiou Ioanna,
Hoebel Natascha,
Zicari Roberto V.
Publication year - 2011
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.1794
Subject(s) - reputation , framing (construction) , world wide web , computer science , user generated content , web service , order (exchange) , internet privacy , social media , business , political science , engineering , structural engineering , finance , law
SUMMARY A Web user is exposed to a large number of information services available from different sources. Online news is offered combined with relevant service attributes such as pictures, small text, users' recommendations, etc. We previously investigated the Web user's choice of online news, focusing on the trade‐offs between reputation and other service attributes, which may explain the user's choice of an unknown source, such as a blog. In the present study, we investigate the Web user's choice of online news in a multi‐attribute context. Our findings indicate that the most important service attribute is the accompanying text, followed by the source's reputation, then the percentage of readers recommending or having read the link, and then the picture. We further explore the trade‐offs between the attributes through simulations. These findings provide useful insights to practitioners on how to use the service attributes in the framing strategies in order to increase the probability of the choice of online news. Copyright © 2011 John Wiley & Sons, Ltd.