First-Page Bias: Influence of Search Engine Rankings on Consumer Click Behaviour in E-Commerce Platforms

The increasing reliance on search engines in online shopping has made result ranking a critical factor in influencing user behaviour. Consumers tend to interact more with information that appears prominently, often limiting their exploration to top-ranked results. This behavioural tendency creates a systematic bias that shapes decision-making patterns in e-commerce environments. This study investigates the relationship between search engine ranking positions and consumer click behaviour. Data was collected from 305 respondents using a structured questionnaire based on a 5-point Likert scale. Statistical techniques, including reliability and regression analysis, were applied to examine the strength and significance of this relationship. The results indicate a statistically significant positive association between ranking position and consumer click behaviour, confirming that higher visibility leads to increased user engagement. The findings provide valuable insights for businesses and marketers to optimize their digital strategies and improve their competitive positioning in online marketplaces.