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arXiv 2206.09428cs.CRcs.HC
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声誉、风险与信任对网路搜索引擎使用之影响-以DuckDuckGo为例

Reputation, Risk, and Trust on User Adoption of Internet Search Engines: The Case of DuckDuckGo

Antonios Saravanos, Stavros Zervoudakis, Dongnanzi Zheng, Amarpreet Nanda, Georgios Shaheen, Charles Hornat, Jeremiah Konde Chaettle, Alassane Yoda, Hyeree Park, Will Ang

摘要:

本文研究了最终用户采用的DuckDuckGo搜索引擎耦合的标准UTAUT模型的因素,以反映声誉,风险和信任的决定因素。采用实验方法来验证我们的模型,参与者使用小插曲接触DuckDuckGo产品。随后,回答他们对技术的看法问题。采用偏最小二乘结构方程模型(PLS-SEM)方法对数据进行分析。从研究的九个不同因素中,我们发现,“性能预期”在用户采用决策中发挥了最大的作用,其次是“公司声誉”,“对技术的初始信任”,“社会影响力”和个人的“信任倾向”。最后,我们将探讨这些发现如何解释DuckDuckGo作为搜索引擎的日益突出。

英文摘要:

This paper investigates the determinants of end-user adoption of the DuckDuckGo search engine coupling the standard UTAUT model with factors to reflect reputation, risk, and trust. An experimental approach was taken to validate our model, where participants were exposed to the DuckDuckGo product using a vignette. Subsequently, answering questions on their perception of the technology. The data was analyzed using the partial least squares-structural equation modeling (PLS-SEM) approach. From the nine distinct factors studied, we found that 'Performance Expectancy' played the greatest role in user decisions on adoption, followed by 'Firm Reputation', 'Initial Trust in Technology', 'Social Influence', and an individual's 'Disposition to Trust'. We conclude by exploring how these findings can explain DuckDuckGo's rising prominence as a search engine.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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