Determinant of intention to use search engine advertising: A conceptual model

Jafarazdeh, H; Aurum, A; D'Amba, J; Abedin, B

Determinant of intention to use search engine advertising: A conceptual model

Jafarazdeh, H Aurum, A D'Amba, J Abedin, B

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Publication Type:: Journal Article
Citation:: International Journal of Enterprise Information Systems, 2013, 9 (3), pp. 22 - 38
Issue Date:: 2013-07-01

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Field	Value	Language
dc.contributor.author	Jafarazdeh, H	en_US
dc.contributor.author	Aurum, A	en_US
dc.contributor.author	D'Amba, J	en_US
dc.contributor.author	Abedin, B https://orcid.org/0000-0002-3426-443X	en_US
dc.date.issued	2013-07-01	en_US
dc.identifier.citation	International Journal of Enterprise Information Systems, 2013, 9 (3), pp. 22 - 38	en_US
dc.identifier.issn	1548-1115	en_US
dc.identifier.uri	http://hdl.handle.net/10453/29135
dc.description.abstract	The innovation of Search Engine Advertising (SEA) acts as a prominent source of revenue for search engine companies, as well as being a solution for businesses to promote their visibility on the Web. However, the underlying factors that contribute to businesses' decision to adopt SEA have not been well investigated. Building upon known behavioural theories (Theory of Planned Behaviour, Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology) this paper conceptualizes and develops a context-specific model for understanding the factors that influence the decision of businesses to utilize SEA. The conceptual model of the paper proposes that this decision is influenced by four direct factors (attitude toward SEA, subjective norms, perceived control over SEA, perceived benefits of SEA) and ten indirect factors (trust in search engines, perceived risk of SEA, ability to manage keywords and bids, ability to analyse and monitor outcomes, ability to detect click fraud, advertising expertise, using third party tools, using external experts, perceived complexity of SEA tool, commitment to SEA).The study also identifies future research directions. Copyright © 2013, IGI Global.	en_US
dc.relation.ispartof	International Journal of Enterprise Information Systems	en_US
dc.relation.isbasedon	10.4018/jeis.2013070102	en_US
dc.subject.classification	Information Systems	en_US
dc.title	Determinant of intention to use search engine advertising: A conceptual model	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	9	en_US
utslib.for	0806 Information Systems	en_US
utslib.for	1503 Business and Management	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Information, Systems and Modelling
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
pubs.organisational-group	/University of Technology Sydney/Strength - PERSWADE - Centre on Persuasive Systems for Wise Adaptive Living
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	9	en_US

Abstract:

The innovation of Search Engine Advertising (SEA) acts as a prominent source of revenue for search engine companies, as well as being a solution for businesses to promote their visibility on the Web. However, the underlying factors that contribute to businesses' decision to adopt SEA have not been well investigated. Building upon known behavioural theories (Theory of Planned Behaviour, Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology) this paper conceptualizes and develops a context-specific model for understanding the factors that influence the decision of businesses to utilize SEA. The conceptual model of the paper proposes that this decision is influenced by four direct factors (attitude toward SEA, subjective norms, perceived control over SEA, perceived benefits of SEA) and ten indirect factors (trust in search engines, perceived risk of SEA, ability to manage keywords and bids, ability to analyse and monitor outcomes, ability to detect click fraud, advertising expertise, using third party tools, using external experts, perceived complexity of SEA tool, commitment to SEA).The study also identifies future research directions. Copyright © 2013, IGI Global.

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http://hdl.handle.net/10453/29135