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Motivation to Use Search Engine: A Two-Factor Model

Motivation to Use Search Engine: A Two-Factor Model. Ling-ling Wu ( 吳玲玲） Department of Information Management, National Taiwan University. Background. Information seeking on the Internet One of the most important motivation to use the Internet Function of search engines:

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Motivation to Use Search Engine: A Two-Factor Model

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  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?

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