How do framing strategies influence the user's choice of content on the Web?

The web user is exposed to a vast amount of information services available from different sources. Online news are offered combined with additional relevant information, or service attributes such as a picture, a small text, user’s recommendation etc. We previously investigated the web user’s choice of online news focusing on the tradeoffs 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 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, and the percentage of readers recommending or having read the link and the picture. We further explore the tradeoffs between the attributes through simulations. These findings provide useful insights to practitioners on how to use framing strategies in order to increase the probability of choice of online news.