对产生AI Overview的谷歌搜索结果页面上的点击行为调查
Investigating Click Behaviors On Google Search Result Pages That Produce an AI Overview
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中文总结 AI 辅助
本研究利用900名美国成年人的一个月浏览数据，调查谷歌AI Overview对用户点击行为的影响，发现AI Overview相关点击少、浏览结束率高，且关联在控制相关变量后仍成立。
中文摘要 AI 辅助
2024年，谷歌推出了“AI Overview”功能，该功能会在许多谷歌搜索页面顶部显示由人工智能生成的结果摘要。本研究使用来自900名美国成年人代表性小组的一个月网页浏览数据，调查人工智能在谷歌搜索中的作用。我们对小组成员的谷歌搜索分析阐明了AI Overview在谷歌搜索结果中出现的情况，以及与AI Overview相关的用户行为。我们确定了多项使搜索查询更可能生成AI Overview的属性，包括查询长度、查询是否以疑问词开头、查询是否同时包含名词和动词。在用户行为方面，我们发现点击AI Overview中引用的来源的情况非常罕见，仅发生在约1%的AI Overview访问中。我们还发现，AI Overview与更少的点击量以及更高的浏览会话结束率相关。重要的是，混合效应逻辑回归模型的结果表明，在控制小组成员的随机效应和使AI Overview更可能出现的查询属性后，这些关联仍然成立。
英文摘要
In 2024, Google introduced "AI Overviews," a feature that displays an AI-generated result summary at the top of many Google search pages. This study investigates the role of AI in Google search using one month of web browsing data from a representative panel of 900 U.S. adults. Our analysis of the panelists' Google searches sheds light on AI Overviews, when they appear in Google search results, and what user behaviors are associated with AI Overviews. We identify several attributes that make a search query more likely to generate an AI Overview, including the length of a query, whether the query begins with a question word, and whether the query contains both a noun and verb. When it comes to user behavior, we find that clicks to sources cited in AI Overviews are very rare, occurring in only about 1% of visits to AI Overviews. We also find that AI Overviews are associated with fewer clicks and higher rates of ending browsing sessions. Importantly, results from a mixed-effects logistic regression model indicate that these associations hold when controlling for random effects by panelist and query attributes that make AI Overviews more likely to appear.
