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An empirical investigation of online users' keyword ads search behaviours

Sheng Wu (Department of Information Management, Southern Taiwan University, Yung‐Kang City, Taiwan, Republic of China)
Cathy S. Lin (Department of Information Management, National University of Kaohsiung, Kaohsiung, Taiwan, Republic of China)
Jean Lin (Institute of Economics and Management, National University of Kaohsiung, Kaohsiung, Taiwan, Republic of China)

Online Information Review

ISSN: 1468-4527

Article publication date: 19 April 2011

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Abstract

Purpose

This paper intends to examine the antecedents of perceived creativity and flow experience in order to understand how consumers' advertisement keywords browsing influences their searching intentions and/or behaviours regarding purchase. In addition, it aims to consider two kinds of intentions in the theory of planned behaviour (TPB) to facilitate the translation of intentions into behaviour.

Design/methodology/approach

Research constructs were drawn from pre‐validated measurement items. An online survey was conducted at my3q.com. A total of 368 surveys were returned. The results were analysed using structural equation modelling with Smart PLS 2.0.

Findings

The results show that flow experience positively affects the users' attitude toward keyword searching, the intention to search keywords, controllability, and self‐efficacy. The antecedent belief of perceived creativity also positively influences the attitude toward keyword searching. The overall TPB model is effective in terms of predicting consumers' online keyword search behaviours; the intention to purchase a product especially affects a consumer's intention to search keywords online.

Practical implications

To attract consumers companies have to use combined marketing strategies to provide creative advertisements to make their products look appealing. Moreover, advertisements that are fun and make people feel curious would also be appealing and make the consumers feel that they are able or resourceful enough to find the keywords.

Originality/value

Two kinds of intentions – intention to purchase a product and intention to search keywords online – are simultaneously considered in this study. Moreover, the combination of flow theory, perceived creativity and TPB demonstrates an appropriate theoretical basis to examine consumers' online keyword search behaviours.

Keywords

Citation

Wu, S., Lin, C.S. and Lin, J. (2011), "An empirical investigation of online users' keyword ads search behaviours", Online Information Review, Vol. 35 No. 2, pp. 177-193. https://doi.org/10.1108/14684521111127998

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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