Open AccessDecision Drivers for Search Engine Usage – The Mediating and Moderating Role of Lock-in Effects
Author(s) -
Ingo Knuth,
Janina Masuhr
Publication year - 2021
Publication title -
international journal of business and management
Language(s) - English
Resource type - Journals
eISSN - 1833-8119
pISSN - 1833-3850
DOI - 10.5539/ijbm.v16n10p86
Subject(s) - search engine , product (mathematics) , variance (accounting) , lock (firearm) , computer science , variable (mathematics) , psychology , marketing , advertising , business , information retrieval , engineering , mathematics , mechanical engineering , geometry , accounting , mathematical analysis
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.