Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors

Jafarzadeh, Hamed, Aurum, Aybuke, D'Ambra, John, Abedin, Babak and Assemi, Behrang (2015) Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors. Journal of Organizational Computing and Electronic Commerce, 25 4: 402-427. doi:10.1080/10919392.2015.1087704


Author Jafarzadeh, Hamed
Aurum, Aybuke
D'Ambra, John
Abedin, Babak
Assemi, Behrang
Title Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors
Journal name Journal of Organizational Computing and Electronic Commerce   Check publisher's open access policy
ISSN 1091-9392
1532-7744
Publication date 2015-10-02
Year available 2015
Sub-type Article (original research)
DOI 10.1080/10919392.2015.1087704
Open Access Status Not yet assessed
Volume 25
Issue 4
Start page 402
End page 427
Total pages 26
Place of publication New York, United States
Publisher Taylor and Francis
Collection year 2016
Language eng
Abstract Search engine advertising (SEA) is a prominent source of revenue for search engine companies, and also a solution for businesses to promote their visibility on the web. However, there is little academic research available about the factors and the extent to which they may influence businesses’ decision to adopt SEA. Building on Theory of Planned Behavior, Technology Acceptance Model, and Unified Theory of Acceptance and Use of Technology, this study develops a context-specific model for understanding the factors that influence the decision of businesses to use SEA. Using structural equation modeling and survey data collected from 142 businesses, this research finds that the intention of businesses to use SEA is directly influenced by four factors: (i) attitude toward SEA, (ii) subjective norms, (iii) perceived control over SEA, and (iv) perceived benefits of SEA in terms of increasing web traffic, increasing sales and creating awareness. Furthermore, the research we discover six additional factors that have an indirect influence: (i) trust in search engines, (ii) perceived risk of SEA, (iii) ability to manage keywords and bids, (iv) ability to analyze and monitor outcomes, (v) advertising expertise, and (vi) using external experts.
Keyword Paid search
SEA adoption
Search engine advertising
Sponsored search
Structural equation modeling
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Engineering, Architecture and Information Technology -- Student Publications
Official 2016 Collection
 
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