Addressing Online Users’ Suspicion of Sponsored Search Results: Effects of Informational Cues

Sponsored search results (SSRs) that deviate from users’ search queries often raise suspicion despite receiving positive evaluations from previous users. Such a suspicion typically prompts users to avoid SSRs. To address this issue, our study focuses on the role of online informational cues, such as product reviews and ratings from user-generated content, in reducing users’ suspicion when encountering these SSRs. Drawing on the theoretical perspective of state suspicion, we contextualize the dimensions of suspicion in the SSR context, including decision uncertainty, perceived malintent of the search platform, and processing of an SSR. We propose theory-based strategies for reducing the suspicion of users by incorporating informational cues about an SSR in the product search process in e-commerce contexts. Specifically, we theorize that the internalization of an informational cue can reduce users’ decision uncertainty and/or their perceived malintent of the platform, which will increase their processing of an SSR. Our approach also considers contingent factors that trigger users’ internalization. We conducted three laboratory experiments, and the results support our theorization. Our study uncovers the internalization mechanism of informational cues in addressing the suspicion of users in online information search contexts and offers practical implications to e-commerce platforms to facilitate users’ decision-making processes.