The Study of Affecting Factors of Use Intention for Search Engine

• Main Authors: Chih-Tsung Chien, 簡志璁
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/61607017417309970881

碩士 === 國立東華大學 === 企業管理學系 === 97 === The Internet has gained great popularity and provides everyone a convenient way to access the abundant information. Searching information has become one of the most common tasks that users are performing on the Internet. There are more and more surveys which focus on search engines, such as Nielsen, iProsepect and so on. Although there are some studies which focus on search engines in academic researches, only few researches discuss the intention of using search engines from the perspective of social cognitive theory. Social cognitive theory offers an important perspective about how people response to the environment. That is suitable for explaining the behavior of users who use search engines for gathering information on the internet. Search engines have been developed for helping people seek online information. But it’s all in vain when search engines cannot provide available information and services for users. Improving search engines continuously to provide better results for users is a constant goal. Therefore, it's important to understand the users and their search patterns as well as their needs. This research is based on social cognitive theory and updated DeLone and McLean information systems success model to construct the model which is called acceptance model of social cognitive information system (AMSCIS). The purpose of this research is to examine the relationship between the social factor and the system factor, and it explores the intention patterns of search engines. The hypothesized model is validated empirically using data collected by questionnaires from the people who use search engines. The results show that both self-efficacy and satisfaction affect intention positively. The social factor in social cognitive theory are including past experience, behavior modeling and verbal persuasion. They affect self-efficacy respectively. Therefore, the assumptions of the positive relationship of past experience, behavior modeling, verbal persuasion and self-efficacy are supported. Otherwise, the system factor in updated DeLone and McLean information systems success model are including system quality, information quality and service quality. They also have directly positive impact to satisfaction respectively. The assumptions of the positive relationship of system quality, information quality, service quality and satisfaction are also supported. For academic researches, this study explores the effect of the social factor and the system factor on the intention of search engines. This results show that the relationship between self-efficacy and intention is supported. Besides, the relationship between satisfaction and intention is also supported. The results prove that users prefer to use search engines, only they have much more confidence to use search engines and are satisfied with the tools. For these reasons, self-efficacy and the satisfaction of users are neglected when improving the new technology. For search engine providers, the results offer an obvious practical meaning. When most of the search engines providers believe the system factor is the main reason which influences intention, they ignore the social factor has more impact to intention not only directly but also indirectly. When Search engines providers develop tools which can use easily, users can learn from other experiences to extend the insurance of the results, increase the self-efficacy of use, and get greater satisfaction by system improvement. It refers that search engine providers not only have to improve the quality, but also increase the awareness of the system. Companies should effectively allocate the limited resources among different ways for increasing the intention.