Investigating customer click through behaviour with integrated sponsored and nonsponsored results

International Journal of Internet Marketing and Advertising

Volumn 5, Issue 1-2, 2009, Pages 74-94

  Jansen, Bernard J ^a   Spink, Amanda ^b  

^a Enterprise Informatics and Integration Center   (United States)

^b QUEENSLAND UNIVERSITY OF TECHNOLOGY   (Australia)

Author keywords

Customer click through behaviour; Internet advertising; Internet marketing and advertising; Online auctions; Paid search organic results; Sponsored links; Sponsored results; Sponsored search; Web search engines

Indexed keywords

EID: 58049164780     PISSN: 14775212     EISSN: 17418100     Source Type: Journal    
DOI: 10.1504/IJIMA.2009.021951     Document Type: Article

References (42)

1. Anderson, C. (2006) The Long Tail: Why the Future of Business Is Selling More of Less, New York: Hyperion.
2. Baeza-Yates, R., Caldeŕon-Benavides, L. and Gonźalez, C. (2006) 'The intention behind web queries', Paper Presented at the String Processing and Information Retrieval (SPIRE 2006), Glasgow, Scotland, 11-13 October.
3. Battelle, J. (2005) The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture, New York: Penguin Group.
4. Brin, S. and Page, L. (1998) 'The anatomy of a large-scale hypertextual web search engine', Computer Networks and ISDN Systems, Vol. 30, No. 1, pp.107-117.
5. Broder, A. (2002) 'A taxonomy of web search', SIGIR Forum, Vol. 36, No. 2, pp.3-10.
6. Brooks, N. (2004a) 'The atlas rank report i: How search engine rank impacts traffic', July, http://www.atlasdmt.com/media/pdfs/insights/ RankReport.pdf (retrieved 1 August 2004).
7. Brooks, N. (2004b) 'The atlas rank report ii: How search engine rank impacts conversions', October, http://www.atlasonepoint.com/pdf/ AtlasRankReportPart2.pdf (retrieved 15 January 2005).
8. Dai, H.K., Nie, Z., Wang, L., Zhao, L., Wen, J-R. and Li, Y. (2006) 'Detecting Online Commercial Intention (OCI)', Paper Presented at the World Wide Web Conference (WWW2006), Edinburgh, Scotland, 23-26 May.
9. Ding, W. and Marchionini, G. (1996) 'A comparative study of web search service performance', Paper Presented at the 59th Annual Meeting of the American Society for Information Science, Baltimore, Maryland.
10. Dobrow, L. (2004) 'Internet 2.0 the next level of the ultimate customer-based tool', 1to1 Magazine, http://www.responsetek.com/ resource/1to1Magazine.pdf (retrieved 31 March 2005).
11. Fain, D.C. and Pedersen, J.O. (2006) 'Sponsored search: A brief history', Electronic Journal, Bulletin of the American Society for Information Science and Technology, Vol. 32, No. 2, pp.12-13.
12. Fallows, D. (2005) 'Search engine users', 23 January, http://www.pewinternet.org/pdfs/PIP_Searchengine_users.pdf (retrieved 28 March 2005).
13. Feng, J. (2002) 'Paid placement strategy for internet search engines', Paper Presented at the 11th International World Wide Web Conference (WWW 02), Honolulu, Hawaii, 7-11 May.
14. Feng, J., Bhargava, H.K. and Pennock, D.M. (2007) 'Implementing sponsored search in web search engines: Computational evaluation of alternative mechanisms', Informs Journal on Computing, Vol. 19, No. 1, pp.137-148.
15. Greenspan, R. (2004) 'Searching for balance', www.clickz.com/stats/ big_picture/applications/article.php/3348071 (retrieved 4 May 2004).
16. Hansen, E. (2002) 'FTC wants paid search to shape up', http://news.com.com/2100-1023-940598.html (retrieved 14 January 2005).
17. Hotchkiss, G. (2004) 'Inside the mind of the searcher', http://www.enquiro.com/research.asp (retrieved 15 March 2005).
18. Hotchkiss, G. (2006) 'Enquiro eye tracking report ii: Google, MSN and Yahoo! Compared', Journal, November, http://www.enquiro.com/ research.asp.
19. Hotchkiss, G., Garrison, M. and Jensen, S. (2004) 'Search engine usage in North America', http://www.enquiro.com/research.asp (retrieved 1 February 2005).
20. Introna, L. and Nissenbaum, H. (2000) 'Defining the web: The politics of search engines', IEEE Computer, Vol. 33, January, pp.54-62.
21. iProspect Inc. (2004) 'Search engine user attitudes', April-May, http://www.iprospect.com/premiumPDFs/iProspectSurveyComplete.pdf (retrieved 28 March 2005).
22. Jansen, B.J. (2007) 'The comparative effectiveness of sponsored and non-sponsored results for web ecommerce queries', ACM Transactions on the Web, Vol. 1, No. 1, Article 3.
23. Jansen, B.J., Booth, D. and Spink, A. (2008) 'Determining the informational, navigational, and transactional intent of web queries', Information Processing & Management, Vol. 44, No. 3, pp.1251-1266.
24. Jansen, B.J. and Resnick, M. (2006) 'An examination of searchers' perceptions of non-sponsored and sponsored links during ecommerce web searching', Journal of the American Society for Information Science and Technology, Vol. 57, No. 14, pp.1949-1961.
25. Jansen, B.J. and Spink, A. (2007) 'Sponsored search: Is money a motivator for providing relevant results?', IEEE Computer, Vol. 40, No. 8, pp.50-55.
26. Jarboe, G. (2005) 'Online ads & search: Looking back, looking forward', 17 January, http://searchenginewatch.com/searchday/ article.php/3459961 (retrieved 18 January 2005).
27. Kang, I. and Kim, G. (2003) 'Query type classification for web document retrieval', Paper Presented at the 26th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval Toronto, Canada, 28 July-1 August.
28. Lee, K. and Miller, K.E. (2006) 'Internet users' attitude and behavioural intention on ebranding', Int. J. Internet Marketing and Advertising, Vol. 3, No. 4, pp.335-354.
29. Lee, U., Liu, Z. and Cho, J. (2005) 'Automatic identification of user goals in web search', Paper Presented at the World Wide Web Conference, Chiba, Japan, 10-14 May.
30. Liu, D. and Chen, J. (2006) 'Designing online auctions with past performance information', Decision Support Systems, Vol. 42, No. 3, pp.1307-1320.
31. Marable, L. (2003) 'False oracles: Consumer reaction to learning the truth about how search engines work, results of an ethnographic study', Unpublished Research Report, Consumer WebWatch.
32. Montgomery, A. and Faloutsos, C. (2001) 'Identifying web browsing trends and patterns', IEEE Computer, Vol. 34, No. 7, pp.94-95.
33. Nettleton, D.F., Calderon, L. and Baeza-Yates, R. (2006) 'Analysis of web search engine query and click data from two perspectives: Query session and document', Paper Presented at the 12th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD 2006), http://webmining.spd.louisville.edu/webkdd06/papers/
34. Oard, D. and Kim, J. (2001) 'Modelling information content using observable behaviour', Paper Presented at the 64th Annual Meeting of the American Society for Information Science and Technology, Washington, DC, USA, 31 October-4 November.
35. Pachauri, M. (2002) 'Researching online consumer behaviour: Current positions and future perspectives', Journal of Customer Behaviour, Vol. 1, No. 2, pp.269-300.
36. Park, S., Bae, H. and Lee, J. (2005) 'End user searching: A web log analysis of NAVER, a Korean web search engine', Library & Information Science Research, Vol. 27, No. 2, pp.203-221.
37. Rose, D.E. and Levinson, D. (2004) 'Understanding user goals in web search', Paper Presented at the World Wide Web Conference (WWW 2004 New York, NY, USA, 17-22 May.
38. Saaksjarvi, M. and Pol, G. (2007) 'Consumer mind-sets and attitudes towards online marketing messages', Int. J. Internet Marketing and Advertising, Vol. 4, No. 1, pp.26-36.
39. Silverstein, C., Henzinger, M., Marais, H. and Moricz, M. (1999) 'Analysis of a very large web search engine query log', SIGIR Forum Vol. 33, No. 1, pp.6-12.
40. Spink, A. and Jansen, B.J. (2004) Web Search: Public Searching of the Web, New York: Kluwer.
41. Wang, P., Berry, M. and Yang, Y. (2003) 'Mining longitudinal web queries: Trends and patterns', Journal of the American Society for Information Science and Technology, Vol. 54, No. 8, pp.743-758.
42. Wolfram, D. (1999) 'Term co-occurrence in internet search engine queries: An analysis of the excite data set', Canadian Journal of Information and Library Science, Vol. 24, Nos. 2-3, pp.12-33.