1 / 18

Understanding User Motivation for Search Engine Adoption: A Two-Factor Model

This study by Ling-ling Wu from National Taiwan University explores the motivations behind user engagement with search engines through a two-factor model. It differentiates between hygiene factors, which fulfill basic search needs, and motivation factors, which satisfy higher-level psychological requirements. The research, based on an analysis of 758 valid surveys, reveals that hygiene factors are critical for attracting users, while motivation factors are crucial for retaining them. Implications for improving user experience and competitive advantages in search engine design are discussed.

jade-brown
Download Presentation

Understanding User Motivation for Search Engine Adoption: A Two-Factor Model

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Motivation to Use Search Engine: A Two-Factor Model Ling-ling Wu (吳玲玲） Department of Information Management, National Taiwan University

  2. Background • Information seeking on the Internet • One of the most important motivation to use the Internet • Function of search engines: • Use queries to retrieve information • Problem of using search engine: • Query • Too many results

  3. Research Problem • Motivation to use search engines: • Low switching cost: attract or retain? • Attract: • To decide to try on a search engine in the first place • Retain: • To continue using the same search engine Are these two kinds use motivation affected by different factors?

  4. Two factor theory • Herzberg: job motivation • Hygiene factors: fulfill basic physiological needs  lead to job dissatisfaction • Motivation factors: fulfill higher level psychological needs  lead to job satisfaction • On-line shopping (Liang & Lai, 2002): • Hygiene factors: critical when consumers decide whether to shop electronically • Motivation factors: critical when consumers choose among different electronic stores • Web site design (Zhang & Dran, 2000): • Hygiene factors: dis-satisfiers • Motivation factors: satisfiers

  5. Two factors for search engine use motivation • Hygiene factors • Functions to fulfill basic search needs • Critical to user’s first impression of the search engine  Important for users to decide whether to use the search engine • Motivation factors • Functions to fulfill advanced search needs • Helpful to the post-search activities  Critical for users to continue using the same search engine

  6. Hygiene factors

  7. Motivation factors

  8. Hypotheses • Hypothesis 1: Hygiene factors and motivation factors have different degrees of effects on attracting and retaining users of search engines. • Hypothesis 2: Hygiene factors are more powerful to attract users than motivation factors, while motivation factors are more powerful in retaining users than hygiene factors.

  9. Research Procedure • Sample: 804 surveys collected on the web, 758 valid (94.3%) • Material: • Computer, internet and search engine use experience • List of factors affect motivation to use a search engine • Task of respondents: (check out the factors on the list) • Choose the factors that will make them decide whether to use a search engine (negative terms) --ATTRACT • Choose the factors that will make them want to continue using the same search engine (positive terms) --RETAIN • Data Collection: respondents recruited and answered survey on the Internet, incentive

  10. Sample Demographics

  11. Sample Demographics

  12. Results

  13. Hygienefactors

  14. Motivationfactors

  15. Discussion and Managerial Implications • Hypotheses are supported. • Motivation factors are … • Also important for motivating users • Related to post-search activities  to facilitate evolving search (Search and browsing occur by turns) • Critical to develop competitive advantages

  16. Information control of information categorization structure for browsing • Hierarchical structure: • Multi-faceted structure: • Mixed structure?

More Related