Factors influencing search engine usage behavior

• Yi Li

  Chongqing University of Posts and Telecommunications

• Zhihui Yuan

  Chongqing University of Posts and Telecommunications

• Yujie Li

  Southwest University of Political Science and Law

• Jing Liu

  Chongqing Medical and Pharmaceutical College

We analyzed the effect of individual factors, contextual factors, and perception of search engine advertising on users’ search engine usage behavior. The sample comprised 404 Chinese who used search engines in the context of their paid employment. Results showed that (a) perceived search skills and perceived search engine reliance significantly and positively impacted users’ general search engine usage, (b) perceived advertising clutter reduced the beneficial effects of perceived search skills on users’ general search engine usage, (c) users with higher perceived search engine reliance preferred search engines to other online search methods, and (d) prior negative experience reduced the positive link between perceived search engine reliance and users’ specific search engine usage. Our findings suggest that search engine designers and operators should focus on individual and contextual factors influencing search engine usage behavior, and should consider users’ perception of advertising on search engine programs.

1. Yi Li, Chongqing University of Posts and Telecommunications
   School of Economics and Management
2. Zhihui Yuan, Chongqing University of Posts and Telecommunications
   School of Economics and Management
3. Yujie Li, Southwest University of Political Science and Law
   School of Management
4. Jing Liu, Chongqing Medical and Pharmaceutical College
   Library and Information Center

• PDF
  (USD 29)