Title :
Exploring the Factors Influencing Users´ Acceptance of Sponsored Search
Author_Institution :
Sch. of Inf., Central Univ. of Finance & Econ., Beijing, China
Abstract :
For the foreseeable future, sponsored search appears to be the principal revenue source for web search engines. However, user acceptance of the sponsored link is not high. Based on the technology acceptance model (TAM), this paper designs the acceptance model of sponsored link to explore factors influencing user acceptance of the sponsored link. Surveys with college students and white collar (n=162) were conducted. Based on the results of the data analysis, several key factors are found. At last, some suggestions are made for the web search engines and the advertisers.
Keywords :
advertising; data analysis; search engines; Web search engines; advertising; data analysis; keywordsadvertising; principal revenue source; sponsored link; technology acceptance model; Advertising; Correlation; Educational institutions; Internet; Reliability; Search engines; Web search; keywords advertising; paid search; search engines; sponsored link; technology acceptance model (TAM);
Conference_Titel :
Management of e-Commerce and e-Government (ICMeCG), 2011 Fifth International Conference on
Conference_Location :
Hubei
Print_ISBN :
978-1-4577-1659-1
DOI :
10.1109/ICMeCG.2011.20
