研究搜索页与AI播客如何影响用户对争议话题的态度
From SERPs to Sound: How Search Engine Result Pages and AI-generated Podcasts Interact to Influence User Attitudes on Controversial Topics
- 对比搜索结果页与AI播客的交互影响，设计受控实验
- 483名用户中多数态度随信息顺序改变，序列有显著影响
- 观点偏见和话题争议性影响态度变化，个体差异无显著作用
相较于搜索引擎结果页（SERPs），AI生成播客是较新且更被动的信息获取方式，以自然吸引人的叙事形式传递内容。随着这两种媒介在日常信息获取中日益融合，探讨其交互如何影响用户态度，尤其是涉及争议性、价值导向及频繁争论的话题，变得尤为重要。为此，我们通过一项受控用户研究（N=483），探究用户在通过SERPs和AI生成播客获取信息时的态度变化，重点关注暴露顺序与媒介模态对意见形成的影响。研究发现，大多数用户出现态度转变，且暴露顺序具有显著效应。此外，观点偏见和话题争议程度在塑造态度变化中起重要作用，但未发现个体调节因素的显著影响。
原文摘要 · Abstract (English)
Compared to search engine result pages (SERPs), AI-generated podcasts represent a relatively new and relatively more passive modality of information consumption, delivering narratives in a naturally engaging format. As these two media increasingly converge in everyday information-seeking behavior, it is essential to explore how their interaction influences user attitudes, particularly in contexts involving controversial, value-laden, and often debated topics. Addressing this need, we aim to understand how information mediums of present-day SERPs and AI-generated podcasts interact to shape the opinions of users. To this end, through a controlled user study (N=483), we investigated user attitudinal effects of consuming information via SERPs and AI-generated podcasts, focusing on how the sequence and modality of exposure shape user opinions. A majority of users in our study corresponded to attitude change outcomes, and we found an effect of sequence on attitude change. Our results further revealed a role of viewpoint bias and the degree of topic controversiality in shaping attitude change, although we found no effect of individual moderators.
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