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Hamed Jafarzadeh Aybüke Aurum John D’Ambra Babak Abedin Behrang Assemi 《Journal of Organizational Computing & Electronic Commerce》2013,23(4):402-427
Search engine advertising (SEA) is a prominent source of revenue for search engine companies, and also a solution for businesses to promote their visibility on the web. However, there is little academic research available about the factors and the extent to which they may influence businesses’ decision to adopt SEA. Building on Theory of Planned Behavior, Technology Acceptance Model, and Unified Theory of Acceptance and Use of Technology, this study develops a context-specific model for understanding the factors that influence the decision of businesses to use SEA. Using structural equation modeling and survey data collected from 142 businesses, this research finds that the intention of businesses to use SEA is directly influenced by four factors: (i) attitude toward SEA, (ii) subjective norms, (iii) perceived control over SEA, and (iv) perceived benefits of SEA in terms of increasing web traffic, increasing sales and creating awareness. Furthermore, the research we discover six additional factors that have an indirect influence: (i) trust in search engines, (ii) perceived risk of SEA, (iii) ability to manage keywords and bids, (iv) ability to analyze and monitor outcomes, (v) advertising expertise, and (vi) using external experts. 相似文献
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Behrang Rezabakhsh Daniel Bornemann Ursula Hansen Ulf Schrader 《Journal of Consumer Policy》2006,29(1):3-36
From the very beginning of the Internet, a decisive shift from supplier power to consumer power was predicted by several authors
and is still maintained in recent literature. Although the Internet has grown rapidly within the last years and electronic
markets have evolved, a theoretical framework for consumer power on the Internet still cannot be identified. Few authors have
taken efforts to apply common concepts of power theory to the characteristics of the Internet. Based on the concept of French
and Raven, this paper analyses consumer power in traditional markets and then compares it to the situation on the Internet.
This comparison shows that the Internet enables consumers (a) to overcome most information asymmetries that characterize traditional
consumer markets and thus obtain high levels of market transparency, (b) to easily band together against companies and impose
sanctions via exit and voice, and (c) to take on a more active role in the value chain and influence products and prices according
to individual preferences. A broad literature review reveals that empirical findings confirm these hypotheses to a great extent.
The authors conclude by summarizing the results and drawing implications from two different angles, namely from a marketing
and a consumer policy perspective. 相似文献
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