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<p>Generative search is reshaping e-commerce discovery by replacing link-centered browsing with answer-first interfaces in which external sources appear as citations. This study argues that citations function not merely as transparency cues, but as endorsement tokens through which platforms allocate visibility, credibility, and verification opportunities across commerce-relevant actors. Using a paired field audit design, it compares Google AI Overviews with the search engine results page (SERP) top-10 baseline across shopping intents. The findings show that generative citations do not simply mirror conventional search rankings, but systematically reallocate marketplace exposure across official, evaluation, and transaction channels. By distinguishing citation breadth from citation intensity, the study develops a dual-lens account of exposure governance and shows that apparent citation diversity may coexist with concentrated endorsement intensity. The study contributes to research on electronic markets by explaining how generative interfaces govern marketplace visibility and credibility in online product discovery.</p>

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Citation governance in generative e-commerce discovery: When breadth looks diverse but intensity concentrates

  • 期刊论文

  • 发表日期：

    2026年7月17日

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  • Chiang-Yu Cheng

摘要

Generative search is reshaping e-commerce discovery by replacing link-centered browsing with answer-first interfaces in which external sources appear as citations. This study argues that citations function not merely as transparency cues, but as endorsement tokens through which platforms allocate visibility, credibility, and verification opportunities across commerce-relevant actors. Using a paired field audit design, it compares Google AI Overviews with the search engine results page (SERP) top-10 baseline across shopping intents. The findings show that generative citations do not simply mirror conventional search rankings, but systematically reallocate marketplace exposure across official, evaluation, and transaction channels. By distinguishing citation breadth from citation intensity, the study develops a dual-lens account of exposure governance and shows that apparent citation diversity may coexist with concentrated endorsement intensity. The study contributes to research on electronic markets by explaining how generative interfaces govern marketplace visibility and credibility in online product discovery.