The Research On User Acceptance Of Sponsored Search Based On UTAUT Model

Search engine is a system to provide search service for users, whose main roleis to help users to obtain information. Booming search engine makes PPC advertisingpopular in the world. PPC advertising is a form of keyword advertising, which iseffective, low-risk, flexible and being favored by SMEs gradually. Now it is becominga steady growth point of search engine.However, during the boom of PPC advertising, there are also some issues suchas poor user experience and malicious clicks. These issues directly or indirectly affectthe PPC ad click-through rate, and thus bring users and advertisers unnecessary losses.PPC advertising business model consists of search engines, users and advertisers, tobe a benign pattern, it should achieve a win-win situation among these three.Therefore, it’s of practical significance to analyze the factors affecting users to acceptPPC ad.Based on the reading and analysis of a large number of items, this papermakes a deep analysis of the factors affecting PPC ad and compares existing modelsuch as TRA, TAM, TPB, UTAUT etc. Thus does research on the applicability ofthese models from the factors affecting PPC ad and chooses UTAUT as the basemodel. This paper is premised on the UTAUT,"Perceived Risk","AdvertisingAttitude" and "User Satisfaction Theory", combined with PPC features of advertising.Then this paper builds the model of factors affecting user acceptance of PPCadvertising and proposes the corresponding hypothesis. According to the model andprevious research, this paper formed the questionnaire. This paper finished reliabilityand validity of the scale using SPSS software, then the model and hypotheses wereverified using SEM. Finally, based on the conclusions, this paper proposes someproposals in order to guide the improvement of PPC advertising and maximize thevalue of advertising messages.