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.
Highlights
Search engines are a high priority for Internet users in answering questions, generating entertainment offers, conducting product research, and for making purchases (Lewandowski, 2015)
Our analysis shows that all hypotheses regarding the direct influence of user experience on satisfaction (H1), product characteristics on satisfaction (H2), user experience on satisfaction (H3), as well as user experience on satisfaction (H4), can be confirmed
Our research shows that brand perception, product quality, and ease of use significantly influence customer satisfaction and inclination toward future usage of search engines
Summary
Search engines are a high priority for Internet users in answering questions, generating entertainment offers, conducting product research, and for making purchases (Lewandowski, 2015). About 90% of the German speaking population of Germany, 14 years and older, was online in 2019, and most had used search engines at least occasionally (ARD-ZDF-Forschungs kommission, 2020). In this context Google is the dominant option in most countries. Many scientists are trying to find an explanation for this phenomenon of "absolute market power", and possible remedies because search engine users are “locked into” a situation where the industry structures, technological infrastructures, vertical and lateral integration strategies, and brand strength of large companies, all inhibit competition in those markets, thereby limiting opportunities for consumer choice
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