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

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  • Ingo Knuth
  • Janina Masuhr

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.

Suggested Citation

  • Ingo Knuth & Janina Masuhr, 2023. "Decision Drivers for Search Engine Usage – The Mediating and Moderating Role of Lock-in Effects," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(10), pages 1-86, February.
    • Handle: RePEc:ibn:ijbmjn:v:16:y:2023:i:10:p:86
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    References listed on IDEAS

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    1. Bernard J. Jansen & Mimi Zhang & Carsten D. Schultz, 2009. "Brand and its effect on user perception of search engine performance," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(8), pages 1572-1595, August.
    2. Sirdeshmukh, Deepak & Ahmad, Norita B. & Khan, M. Sajid & Ashill, Nicholas J., 2018. "Drivers of user loyalty intention and commitment to a search engine: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 71-81.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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