People also ask: How does this tool affect exploration-exploitation strategies with regard to prior domain knowledge and search context? An eye-tracking study

With the diversification of Internet uses, online content type has become richer. Alongside organic results, search engine results pages now provide tools to improve information searching and learning. The People also ask (PAA) box is intended to reduce users' cognitive costs by offering easily accessible information. Nevertheless, there has been scant research on how users actually process it, compared with more traditional content type (i.e., organic results and online documents). The present eye-tracking study explored this question by considering the search context (complex lookup task vs. exploratory task) and users' prior domain knowledge (high vs. low). Main results show that users fixated the PAA box and online documents more to achieve exploratory goals, and fixated organic results more to achieve lookup goals. Users with low knowledge process PAA content at an early stage in their search contrary to their counterparts with high knowledge. Given these results, information system developers should diversify PAA content according to search context and users’ prior domain knowledge.