1. Motivation to Use Search Engine: A Two-Factor Model Ling-ling Wu ( 吳玲玲） Department of Information Management, National Taiwan University

2. Background Information seeking on the Internet  One of the most important motivation to use the Internet Function of search engines:  Use queries to retrieve information Problem of using search engine:  Query  Too many results

3. Research Problem Motivation to use search engines:  Low switching cost: attract or retain? Attract:  To decide to try on a search engine in the first place Retain:  To continue using the same search engine Are these two kinds use motivation affected by different factors?

4. Two factor theory Herzberg: job motivation  Hygiene factors: fulfill basic physiological needs  lead to job dissatisfaction  Motivation factors: fulfill higher level psychological needs  lead to job satisfaction On-line shopping (Liang & Lai, 2002):  Hygiene factors: critical when consumers decide whether to shop electronically  Motivation factors: critical when consumers choose among different electronic stores Web site design (Zhang & Dran, 2000):  Hygiene factors: dis-satisfiers  Motivation factors: satisfiers

5. Two factors for search engine use motivation Hygiene factors  Functions to fulfill basic search needs  Critical to user’s first impression of the search engine  Important for users to decide whether to use the search engine Motivation factors  Functions to fulfill advanced search needs  Helpful to the post-search activities  Critical for users to continue using the same search engine

6. Hygiene factors Recall – Results are not what users want Response time – Long time to wait for the results Percentage of advertisements – Too many ads and unnecessary information on the screen Precision – Too many irrelevant and useless results Validity of links – Results are usually not accessible or removed System stability Recency – Database is updated frequently Diversity of result sources – Several results are from the same website Use instruction – Use instruction is not clear Number of results – The number of results is not large enough Consistency of search result presentation – No consistent format fro each result Accessibility of documentation – Difficult to find the use instruction Search instructions – No search examples in the use instruction

7. Motivation factors Readability of search results – Results are easy to read Understandability of the summary of search results – The summary helps user to decide whether s/he needs the result Ranking – The ranking meets user’s needs Multimedia search – Allow users to search different types of information (E.g., text, image, audio, video, etc.) Highlighting the important information of search results by different font, font size, or color (E.g., title, relevance, etc.) Multi-language search – Allow users to search within a specific language Advanced search – Easy to use advanced search functions Search tips – Providing improving tips when the search results are not satisfying Browse catalogs in addition to search functions Presenting the total number of the search results

8. Hypotheses Hypothesis 1: Hygiene factors and motivation factors have different degrees of effects on attracting and retaining users of search engines. Hypothesis 2: Hygiene factors are more powerful to attract users than motivation factors, while motivation factors are more powerful in retaining users than hygiene factors.

9. Research Procedure Sample: 804 surveys collected on the web, 758 valid (94.3%) Material:  Computer, internet and search engine use experience  List of factors affect motivation to use a search engine Task of respondents: (check out the factors on the list)  Choose the factors that will make them decide whether to use a search engine (negative terms) --ATTRACT  Choose the factors that will make them want to continue using the same search engine (positive terms) --RETAIN Data Collection: respondents recruited and answered survey on the Internet, incentive

10. Sample Demographics Sample in this researchSurvey from Yam.com DescriptionFrequency (%)Description% Age1 = 17 years or younger 30.40% 19 and younger14% 2 = 18-23 years48363.72% 20-2419% 3 = 24-29 years23731.27% 25-2924% 4 = 30-35 tears253.30% 30-3417% 5 = 36-40 years70.92% 35-3912% 6 = 41-46 years10.13% 40-447% 7 = 47 years or older20.26% 45 and older6% Gender0 = Male35546.83% Male41% 1 = Female40353.17% Female59%

11. Sample Demographics Sample in this researchSurvey from Yam.com DescriptionFrequency (%)Description% Education1 = Elementary school20.26% Elementary school and under 3% 2 = Junior high school20.26% Junior high school4% 3 = Senior high school131.72% Senior high school22% 4 = College51668.07% College62% 5 = Master21828.76% Master and higher9% 6 = Ph.D.70.92% Occupation0 = Not student22429.55% Not Student75% 1 = Student53470.45% Student25%

12. Results

13. Hygiene factors Factors Frequency (attract/retain) zp (1) ***Recall 658 / 607-3.52<.001 (2) ***Response time 649 / 544-6.59<.001 (3) ***Percentage of advertisements 600 / 484-6.6<.001 (4) ***Precision 526 / 0-28.40 (5) ***Validity of links 523 / 373-7.84<.001 (6) ***System stability 514 / 432-4.35<.001 (7)Recency 432 / 405-1.39.082 (8) ***Diversity of result sources 410 / 324-4.42<.001 (9) ***Use instruction 366 / 283-4.31<.001 (10)***Number of results 320 / 270-2.63.004 (11)***Consistency of search result presentation 318 / 265-2.8.003 (12)Accessibility of documentation 154 / 136-1.18.12 (13)Search instructions (E.g., Search example) 84 / 1162.43.992

14. Factors Frequency (attract/retain) zp (14) Readability of search results 393 / 411-0.92.177 (15) Understandability of the summary of search results 388 / 375-0.67.252 (16)*** Ranking 326 / 371-2.31.01 (17)*** Multimedia search (E.g., text, image, audio, video, etc.) 213 / 333-6.42<.001 (18) Highlighting the important information of search results by different font, font size, or color (E.g., title, relevance, etc.) 292 / 281-0.58.28 (19) Multi-language search 297 / 271-1.38.084 (20)*** Advanced search 209 / 254-2.50.006 (21) Search tips for improving the search results 214 / 222-0.45.325 (22)*** Browse catalogs in addition to search functions 0 / 160 - 13.37 <.001 (23) Presenting the total number of the search results 123 / 139-1.80.139 Motivation factors

15. Discussion and Managerial Implications Hypotheses are supported. Motivation factors are …  Also important for motivating users  Related to post-search activities  to facilitate evolving search (Search and browsing occur by turns)  Critical to develop competitive advantages

16. Information control of information categorization structure for browsing Hierarchical structure: Multi-faceted structure: Mixed structure?