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Decision Drivers for Search Engine Usage – The Mediating and Moderating Role of Lock-in Effects

Knuth, Ingo, Masuhr, Janina·2021·International Journal of Business and Management
DOI 10.5539/ijbm.v16n10p86
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Abstract

This study analyzes the central factors influencing the satisfaction and future use of search engines. It examines the influence of technological lock-in effects (e. g. operating systems / browsers providing pre-settings), as well as basic product- and brand-related factors (e. g. search results, user experience, brand image). Data was collected via a quantitative online survey in Germany, which resulted in 236 respondents providing statements about their most recently used search engine. The data shows that all independent variables have a strong impact on the satisfaction with a search engine as well as future usage and explain a lot of the variance of the dependent variables. The satisfaction with the core product has the strongest impact, followed by brand-related aspects and user experience. The results also show an impact of a search engine preset in the browser effects that influences the role of brand and the evaluation of different product characteristics.

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Metadata

Authors
Knuth, I., & Masuhr, J.
Venue
International Journal of Business and Management
Publisher
Canadian Center of Science and Education
Published
2021-09-17
Volume
16
Issue
10
Pages
86
ISSN
  • 1833-8119
  • 1833-3850
DOI
10.5539/ijbm.v16n10p86
Cited by
4
References
1
Licence
creativecommons.org/licenses/by/4.0 (unspecified)

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Knuth, I., & Masuhr, J. (2021). Decision Drivers for Search Engine Usage – The Mediating and Moderating Role of Lock-in Effects. International Journal of Business and Management. https://doi.org/10.5539/ijbm.v16n10p86