Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX-PLS
Joint Authors
Palos-Sanchez, Pedro
Martin-Velicia, Felix
Saura, Jose Ramon
Source
Issue
Vol. 2018, Issue 2018 (31 Dec. 2018), pp.1-19, 19 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2018-10-09
Country of Publication
Egypt
No. of Pages
19
Main Subjects
Abstract EN
This paper analyses the complexity of user behaviour when facing the challenge of using sustainable applications, such as Internet search engines.
This paper analyses an acceptance model using extended TAM (Technology Acceptance Model) with Trust as an added external variable.
It was suggested that Trust indirectly influences the final Intention to Use with the perceptions of Utility and Ease of Use.
To test the proposed model, a survey was carried out with users from different geographical areas of Spain (n=445).
The second aim of this study was to understand the complexity of marketing segmentation by separating the application users into different user groups.
Users were grouped by their preference of favorite Internet search engine.
Unobserved heterogeneity was studied using FIMIX-PLS, and three different user behaviours with search engines were identified.
These corresponded to the number of inhabitants who live in the user area.
In this way, the impact that the environment has on user choice, acceptance, and use of this type of sustainable applications was shown.
The results were checked using PLS-SEM and showed that the model for the adoption of sustainable search engines is explanatory and predictive because confidence and acceptance for this TAM were validated.
The conclusions are interesting for developers of environmentally sustainable and responsible applications which want to coincide with current trends to ensure that users prefer them.
American Psychological Association (APA)
Palos-Sanchez, Pedro& Martin-Velicia, Felix& Saura, Jose Ramon. 2018. Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX-PLS. Complexity،Vol. 2018, no. 2018, pp.1-19.
https://search.emarefa.net/detail/BIM-1135445
Modern Language Association (MLA)
Palos-Sanchez, Pedro…[et al.]. Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX-PLS. Complexity No. 2018 (2018), pp.1-19.
https://search.emarefa.net/detail/BIM-1135445
American Medical Association (AMA)
Palos-Sanchez, Pedro& Martin-Velicia, Felix& Saura, Jose Ramon. Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX-PLS. Complexity. 2018. Vol. 2018, no. 2018, pp.1-19.
https://search.emarefa.net/detail/BIM-1135445
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1135445