Study On The Technology Acceptance Model Of Search Engine

In the Web2.0 era, the search engine seems to have become the encyclopedia that is indispensable for people, more and more people rely on search engines to obtain information, thus boosting the increasing competition and development of search engines. As the network information retrieval system, when users accept and use it to search information, they accept the technology of search engine. So we can introduce the Technology Acceptance Model to analyze how users accept the search engines and to survey all kinds of factors influencing users'acceptance, and to explain the user acceptance behavior of search engines.Based on the Technology Acceptance Model, we construct the search engine-oriented technology acceptance model, including new variables about search engine, design the survey questionnaire and implement the survey. The Exploratory Factor Analysiy and the Comfirmatiory Factor Analysis have validated the effectivity and reliability of the questionaire. The Structural Equation Model and the Multiple Linear Regression Analysis have made clear the relationship among variables and the influence effect between variables and behavior intention. The findings suggest that the modified model can effectively predict the behavior intention of using search engine, explain 79% of variance of search engine behavior intention. We can drawn some theoretical conclusions.(1) The Technology Acceptance Model can be used to explain the user acceptance of search engine. Subject norm and perceived usefulness are the dominant variables in the search engine oriented technology acceptance model. Because search engines are very easy to use, perceived of ease of use is not the dominant variable influencing behavior intention.(2)Perceived job relevance and perceived system quality have positive effect on perceived usefullness, that indicates the importance of search engine quality and its capability to resolve users'information problems in affecting users' cognition and behavior intention.(3)The system quality of search engine includes many factors, those are search function, interface, impartiality, various functions, information quality, order, safety, display, in which impartiality is very important for search engine. Search engine must keep impartial, users' positive experience is the premise that the engine provider benefitting from search engine.(4)Perceived information literacy has positive effect on perceived usefulness, perceived fluency with information technology has positive effect on perceived ease of use. Information literacy reflects users' information ability, fluency with information technology reflects users'technology ability. The results indicate that users'ability play a important role in the proccess of users' accepting search engine.(5)In Technology Acceptance Model, individual differences are very importance moderator. In the proccess of users'accepting search engine, the relationship between perceived ease of use and perceived usefulness is influenced by experience; the relationship between subject norm and behavior intention is influenced by sex,age and experience; the relationship between perceived usefulness and behavior intention is influenced by sex.