Untitled BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH BÁO CÁO TỔNG KẾT ĐỀ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG ‘’NHÀ NGHIÊN CỨU TRẺ UEH’’ NĂM 2023 The factors affecting the[.]
Research Questions
This study aimed to further acknowledge factors affecting customer satisfaction and identify the extent they can impact customer satisfaction towards google search services in Ha Noi and Ho Chi Minh City As a consequence, this thesis will make a comprehensive outcome that will answer following questions:
1 What are the factors (suggestion and recommendation) affecting the intention to use of Google search service of the Enterprises in Ha Noi and Ho Chi Minh City?
2 How do these factors affect the intention to use of Google search service (suggestion and recommendation) of the Enterprises in Ha Noi and Ho Chi Minh City City?
3 What are suggestions for the Enterprises in Ha Noi and Ho Chi Minh City in the use of Google search services (suggestion and recommendation)?
Research Objectives
1 Identify the factor affecting the intention to use of Google search services (suggestion and recommendation) of the Enterprises in Ha Noi and Ho Chi Minh City
2 Measure the influence level of these key factor to the use of Google search services (suggestion and recommendation) of the Enterprises in Ha Noi and Ho Chi Minh City
3 Give some suggestions for the Enterprises in Ha Noi and Ho Chi Minh City in the use of Google search services (suggestion and recommendation).
Research Scope
People use SEO search engine and Google Adwords to aim to increase the number of potential customers accessing from google search engine by searching keywords for information, products, and services
The study conduct throughout Ha Noi and Ho Chi Minh City The research team selected employees, managers in the marketing department of companies that have been using the Google search engine for advertisement, especially SEO and Google Adwords
The survey sample is 215 people taken from 70 companies
Regarding the scope of time, the study collects data of companies that have been using the Google search engine for advertisement, especially SEO and Google Adwords
This research begins from November 10 to February 20.
Research Method
Both quantitative and qualitative methods are employed in the research to correct the wording of observed variables and measure research concepts
Qualitative research is conducted by discussing with enterprises using Google search service for Advertisement The content of the interview will be recorded and summed up as a basis for answering research questions The conclusions in data analysis of qualitative research methods are drawn primarily from common points which are considered important
Quantitative research is an approach for the researchers to confirm the relationship between the variables and to examine a hypothesis (Goulding, 2002; Singh, 2007).
Research Structure
The study consists of 5 chapters:
Chapter 1 – Introduction: Overview of the basic theories of forming research topics, objectives and scope of research, research scope and research structure
Chapter 2 – Literature Review: Presenting the theoretical basis and previous studies used as a basis for implementing research topics Since then, build research conceptual framework and make hypotheses about the correlation between the elements affecting to the use of Google search services for the advertisement of the Enterprises in Vietnam
Chapter 3 – Research Design: The chapter discusses about Research methods, in which the author presents research process, designs samples and questionnaires, chooses data instruments and choose SPSS for data analysis
Chapter 4 – Data Analysis: The study presents the results of research, factor analysis, answer research hypotheses and discuss about findings and suggest for enterprises to use of Google search services for the advertisement
Chapter 5 – Findings and Implications: Summarize the research results, make recommendations, limitations of the topic and suggest for further studies.
REVIEW
Definitions
Google Search advertising is a service provided by Google in which the advertiser selects specific keywords and creates a text ad to appear alongside with non-sponsored web search (organic) results, in which cost advertisers some fee (Ghose and Yang, 2009;
Yang and Ghose, 2010) In search engine advertising, businesses that have a demand to advertise, they will submit their products or services information on the Internet in the specific ‘keyword’ form which is listings to search engines (Haans, 2013)
According to the research report about Google Search Service for Adverting Market, there are 2 main types of GSS: AdWords and SEO
The Google AdWords is a service given by Google to online promoting where the adman pays for showing their items in the search engine result pages Google AdWords is utilized to expand the site's traffic, increase the advertisement range and give the correct data at the ideal time The Keyword Planner Google AdWords of the retail site is utilized to provide free keyword campaign proposals dependent on the information put away in Google's search query database (Terrance et al, 2018)
The ad will be shown with other search outcomes when somebody utilizes a Google service that runs any type of seek AdWords account holders can choose to advertise on
PC or cell phone, and they can control the exactness with which search outcomes match their keyword Google's inquiry calculation typically decides a website page's "relevancy" utilizing non-commercial factors, for example, how many different site pages connect to a website to copy an Internet client's normal search conduct Briefly, the AdWords' value for promoters lies in the way that Google permits its keyword-linked ads to overreach Google's page ranking system for non-supported connection (Chen et al,
According to Nursel Yalỗın (2010), users usually search the first 5 pages of search engine results and the remaining pages are rarely interested Therefore, it is important to find a way to move a webpage to the top of the search engines’ list, so web developers have to use search engine optimization (SEO) A search engine is optimized through two different groups including internal and external website optimization Internal website optimization encompasses content texts in each page, website design, links, metatags, pictures, page names and keyword Otherwise, external website optimization encompasses adding the link of the website to the guide pages or using aspects’ social media, etc
In general, SEO allows a website to move to the leading position of a search engine's results list for some specific keywords Among many different ways to help a website increase its visibility, connecting to SEO is the most efficient way to attract users' attention Because SEO simply relies on keywords that are relevant to the landing page and can be widely used with many search engines (Sezgin, 2009)
The definition of intention was defined by the Committee on Communication for Behavior Change (2002) that the intention is the subjective probability that a person will engage in a certain behavior or a person's perceived ability
In the TPB model, the intention has been determined to reflect the level of effort people are willing to make to achieve the goal (Ajzen, 1991), plans to achieve a behavioral goal (Ajzen, 1996) or essentially the nearest targets (Bandura, 1982) According to Loewenstein Et al., 2001, the intention of nature can be the result of a conscious process that takes time to consider and focus on the consequences.
Background theoretical
The theory of planned behavior (TPB) developed by Ajzen (1991) is an extension of the theory of reasoned action (Ajzen & Fishbein,1980) and has become one of the most popular and influential conceptual frameworks for the study of human action (Ajzen,
In 2011, Hamed Jarfazadeh proposed a conceptual model of the determinant of Search Engine Advertising Effectiveness, which was successfully published at research gate site
The model was proposed to discuss the factors which allow advertising agencies to engage effectively search engine advertisements The model had been developed based on the result of TBP and his Resource-based
Figure 2-2: Jafarzadeh Proposed Conceptual Model of Determinant of SEA Effectiveness
There are five effective Digital Marketing tools in Vietnam that any business should apply which are SEO, Search Engine Marketing (SEM), Email Marketing, Social Media
Marketing, Mobile Marketing and Web analytics (Murray, 2019) Therein, SEO optimizes keyword research and website to allow search engines to easily display one’s products / services on search results; SEM markets products on search engines, typically Google AdWords
The Theory of Planned Behaviour (TPB) have been exceedingly successful in revising and interpreting the factors affecting human’s behavioral intention in numerous fields including marketing, and information systems (Giles and Rea, 1999; Albarracin et al, 2001; Mathieson, 1991; Abedin and Jafarzadeh, 2013; Venkatesh et al, 2003) Until the recent days, these theories still prove useful for guiding researchers when applied in a new context for better understand the factors in specific context influencing decision-makers (Lin et al, 2014; Park et al, 2015; Rửmer et al, 2015), even though it has been used extensively over the last three decades The application is implied for digital marketing in the context of search engine service for the advertisement to understand the factors that influence the intention to use Google search engine service for advertisement
According to TPB, an individual’s decision to or not to perform a behavior is affected by attitude toward the behavior, subjective norms and perceived behavioral control In that respect, attitude toward the behavior is the person’s feelings about performing the target behavior, it could be positive or negative; subjective norms are the individual’s perception that most people who are important to him/her think he/she should or should not perform the behavior; and perceived behavioral control, stands for the perception of the decision-maker regarding the ease or difficulty of engaging in the action (Ajzen, 1991; Taylor and Todd, 1995) In combination, human's attitude toward a behavior, subjective norms, and perceived behavioral control draw to the forming of a behavioral intention The intention is thus affected the actual adoption of a behavior According to Lee (2009), previous studies have been using TPB to predict and understand the perceptions of users about system use and the probability that an online system could be adopted (Gefen et al, 2003; Wu and Chen, 2005; Hsu et al, 2006) In this study, the research team keeps the TPB model in the research framework for this study, including Intention to Use, Attitude, Subjective Norms and Perceived Behavioral Control.
Hypothesis
According to the theory of planned behaviour (TPB), an individual’s decision to or not to perform a behaviour is affected by attitude, subjective norms, perceived behavioural control In that respect, attitude toward the behavior is the person’s feelings about performing the target behavior, it could be positive or negative; Subjective norms is the individual’s perception that most people who are important to him/her think he/she should or should not perform the behaviour; and perceived behavioural control, stands for the perception of the decision-maker regarding the ease or difficulty of engaging in the action (Ajzen, 1991; Taylor and Todd, 1995) Hence, based on TPB and preceding researches in search engine advertisement context (Hamed Jafarzadeh, 2011; Lin, 2014; Park, 2015;
Rửmer, 2015), it is assumed that a business’ decision to engage search engine advertisement is involved by feelings about using these advertisement, the opinions and the behaviors about them by other parties that is important to a business – including competitors, business partners, or field experts, and the perception of difficulty of getting attached in search service advertising(SEA)
The attitude factor shows the personal beliefs of decision making and is defined as
“an individual’s positive or negative feelings about performing the target behaviour”
(Fishbein & Ajzen, 1975, p 216) If one subject has faith that performing a given behaviour will result in mostly positive outcomes, then the subject holds a favourable attitude towards performing it and will be more likely to actually perform the behaviour (Fishbein & Ajzen, 1975) A great amount of literature in information systems, marketing and social science supports the relationship between attitude and intention to use (Taylor
& Todd, 1995, Ajzen, 1991, Davis, 1989, Venkatesh et al, 2003, To & Ngai, 2007, Pries- Heje, 2008) So the authors hypothesize:
H1: Attitude toward search engine advertisements has positive effect on Intention to use search engine advertisement
Subjective norms are “the person’s perception that most people who are important to him/her think he/she should or should not perform the behaviour in question” (Fishbein &
Ajzen, 1975, p 302) If the environment of someone encourages a behaviour, it is more likely that the person will choose to perform the behaviour, even if he/she is not personally interested in the behaviour or its consequences (Venkatesh &Davis, 2000, p187)
Numerous studies in social science, marketing and IS have supported the relationship of subjective norms and behavior intention (Taylor & Todd, 1995, Ajzen, 1991, Davis, 1989, Moore & Benbasat, 1991) In the context of SEA, it is expected that the decision of a business to engage in SEA is affected by the thoughts and behavior of other parties which could be competitors, partners or field experts:
H2: Subjective Norms has positive effect on Intention to use search engine advertisement
TPB describes that, if the decision depends on learning some skills or relies on based resources, people may avoid doing the action (Ajzen, 1991) This concept is added into TPB as “perceived behavioural control” or “the perceived ease or difficulty of performing the behaviour” (Ajzen, 1991, p 188).The concept of perceived behavioural control is perfectly applicable in the context of SEA The complexity of SEA sometimes even forces the executive to call for help from outside such as consultants and experts in the field
Moreover, the based rules of the SEA industry belong to search engine companies and thus they simply can apply their principles on advertisers which increase the complexity:
H3: Perceived Behavioural Control over search engine advertisement has positive effects on Intention to use them
According to some authors (Rashtchy et al, 2007; Laffey, 2007; Porter, 2007, and Jansen et al, 2009), choosing the right keywords is a decision that requires great consideration and is a very important decision and challenge in using the search engine for advertisements of many enterprises As Laffey, 2007; what determines that success is that instead of using keywords that fancy professionals use, companies use exactly the keywords that users and searchers actually use Besides, according to Rashtchy et al, 2007, companies need to bid for a large number of keywords in the campaign along with many terms, which leads to a complicated, difficult and challenging task, which is managing keywords, so the ability to manage keywords and bids greatly affect perceived control factor because they can control the process of using the service well
H4: Ability to manage keywords/bids has a positive relationship with perceived control
According to Laffey in 2007, in an advertising method, to achieve the goals set out, tracking the results of advertising is very important to be able to accurately measure the success of advertising methods Using a search engine for advertising campaign without measuring achievement, it would be useless (Barry and Charleton, 2009) According to some authors (Rashtchy et al, 2007; Laffey, 2007; and Karjaluoto and Leinonen, 2008), measuring achievements is one of the important factors to determine the success of the campaign, however, for many businesses, it is also one of the difficult challenges they face when using search service for advertising Therefore, monitoring results is very important for the enterprise because they will find a lack of control if they do not monitor the results of the campaign and this omission can cause failure for the campaign To validate this assumption, we posit:
H5: Ability to monitor outcomes has a positive relationship with perceived control
As time passed, search engine advertising is becoming more and more complex, advertisers should have plentiful expertise and knowledge about the operation of this tool – or a possibility that marketing consultancy agencies might be engaged by businesses
(Rashtchy, 2007) Previous research has indicated that the field knowledge plays an important role in advertiser’s search engine advertising practice (Watts,
2009; Saini, 2010; Ju, 2007; Morgan, 2009; Galbreath, 2005) However, a substantial number of advertisers need to interpreted marketing and advertising since they do not have sufficient knowledge/expertise about their search engine advertising practices (Barry &
Charleton, 2009) For instance, according to Morgan’s research in 2009, marketing planning knowledge grants an organization’s success in selling products and services
Other researchers have also found and described that knowledge and expertise are the key that leads to the success of one business (Galbreath, 2005) Hence, the author contends that businesses with more confidence in their advertising/marketing knowledge are more likely to have the intention of behavior to use the search engine for advertising since they believe they have greater control over search engine advertising activity:
H6: Advertising knowledge has a positive relationship with perceived control
Advertisers are more likely to rely on third party experts as search engine advertising promptly grows and becomes more complex through time (Rashtchy, 2007) According to Halloy (2007), it is reported that relatively one-third of businesses have planned to use external agencies and experts to help them with their search engine advertising campaigns
Moreover, for some companies, external experts support intention behavior to practice search engine advertising (Karjaluoto and Leinonen, 2008) Therefore, it is likely that the advertisers who use external experts will have a greater chance of success as they have stronger control over using search engine advertising:
H7: External experts has a positive relationship with perceived control
Proposed Model
Based on the theoretical of TBP and Jafarzadeh Proposed Conceptual Model of Determinant of SEA Effectiveness, the model was given to be the research framework:
Summary
This chapter focuses on presenting theories including definitions of search engine service for advertising which consists of two main categories are SEO and AdWords
Based on the results of this study, a model of seven components has been proposed: Ability to manage keywords/bids, Ability to monitor outcomes, Advertising expertise, and using external experts, Attitude, Subjective norms, Perceived behavioral control and Intention to use From that, the model with four hypotheses is proposed base on these credible theories and previous researches The author will show methods to adjust the model and scale in the next chapter
Research Process
This part assumes an important role in the study During the research process, the authors should make a specific plan for the research process in a sensible way The research team will indicate the process of conducting the research from problem identification to solution suggestion
Research Approach
Following McCusker (2015), qualitative research is identified by its aim, related to exploring a deeper understanding of some aspect of human behavior Unlike quantitative research, the qualitative research method is to generate words, such as to answer the
‘what’, ‘how’ or ‘why’ questions of a phenomenon, rather than in a form of number
Therefore, qualitative research can provide researchers with more important information including experience, motivation, cognition of human behavior (Marshall and Rossman,
1999), which quantitative research cannot Qualitative research produces large amounts of words in the form of textual data or speech (Pope, 2000) Through open-ended questions, in depth interview, researchers can collect data for qualitative research (Hair et al, 2010) In this study, the research team used in-depth interview method to verify and adjust the scales In addition, during the interview process, the interview questions might be changed in order to capture more information The research team had conducted an in-depth interview with four people from four difference enterprises within Ho Chi Minh City Each interview lasted from ten to fifteen minutes Moreover, these methods also help the research team in adding, subtracting or adjust the words to be more appropriate for the participants who will attempt the official survey later
According to Hair et at (2010), quantitative research is used to validate the relationship between the variables and to test the hypothesis Besides, Cooper and Schindler (2011) also claimed that quantitative research focuses on explanations and descriptions Moreover, this approach is used by most of the researchers (Goulding, 2002; Singh, 2007)
Therefore, to process the data in this study, quantitative methods are chosen In order to carry out the analysis, SPSS is performed These participants of this quantitative research are required to answer questions, including Yes/No question for screening purposes, and levels questions, which is the main part of this research
Qualitative Research and Quantitative are chosen in this study.
Data Collection Methods
The process of collecting necessary information from related sources to find the answers to research problems, hypothesis testing, and outcome evaluation is called data collection Secondary data and primary data are two classifications about data collection methods (Saunder et al, 2011)
A kind of data which has been published in books, magazines, newspapers, journals, website and other sources is called secondary data (Dudovskiy, 2015) Secondary data may be either raw data or already processed data Therefore, the secondary data is collected indirectly by researchers
Kothari (2004) defined primary data as information that is collected directly by researchers Researchers use this information to analyze and find out solutions for the issue The primary data can be collected through various methods such as surveys, online questionnaires, in-depth interviews, telephonic interviews, etc (Surbhi, 2016) In this research paper, the research team uses an in-depth interview method and questionnaire to collect information from respondents
The research team proceeded in-depth interviews with 4 people who had experienced and knowledge about Google search service such as the marketing staff In-depth interviews helped the research team re-examine the theory of website quality and customer engagement All dialogues were recorded and analyzed afterward Through in-depth interviews, the research team can deeply understand the problem in different aspects Thus, we consider it as the platform for our study and application later
After an in-depth interview, the research team gave a questionnaire to some experts to review, edit and complete the survey Next, the author use online and offline survey to do preliminary test in order to evaluate the questionnaire In the end, the research team used both paper questionnaires (Appendix B: Questionnaire of Quantitative Research) and online questionnaires to collect data
Secondary Data and Primary Data are chosen in this study.
Design Questionnaire
According to John Dudo (2016), the questionnaire is a research instrument involving a series of questions for the goal to collect data from respondents In this study, the questionnaire involves five parts: introduction, screening question, warming up, survey questions, and demographic information
In this part, participants are provided with the purpose of the survey and some necessary information about this research Besides, this part also includes some notes to make sure that the respondents will clearly understand the questionnaire Moreover, this part also shows the researchers’s goodwill with the participants who do this survey with the commitment that the information provided by participants will be for research purposes only and not for another commercial use
This section is used to filter and select the appropriate respondents who match the research requirements This section includes two questions: “Have you used Google search advertising service yet”, “What Google tools have you used to promote your business?” With answers to the two questions, participants who are not suitable to do the survey can be remove If the respondents say yes in all two questions, they will move to the survey question part If there is any "No" question given, the survey would be stopped
This is the main content of the questionnaire as the Appendix B Based on the reference scales of previous studies, in this study, the authors applied the seven-point Likert Scale which is developed by Rensis Likert (1932) to measuring attitudes or opinions by asking people to respond to a series of statements about a topic With each statement, the participants must answer by choosing a certain level from 1 to 5, to show the degree of agreement and respectively from 1 to 5 is the degree of agreement increasing from “Totally not affected” to "Totally affected” and “Totally not agree” to “Totally agree”
Table 3-1: Five - Point Likert Scale Demographic Information
The demographic information is used to collect personal information from participants In this part, there are six questions that ask participants which is about the location of enterprise, position of the participants, business occupation, company size, type of enterprise, and years of operation
Ability to manage keywords/bids
KB1 High level of knowledge on how to select and manage keywords and bids
Adapted from Eikebrokk and Olsen (2007), Mithas et al
KB2 Feel convenient in selecting and managing keywords and bids
KB3 Easily select and manage keywords and bids
MO1 High level of knowledge on how to monitor and measure the outcomes
Adapted from Eikebrokk and Olsen (2007), Mithas et al
MO2 Feel convenient in monitoring and measuring outcomes
MO3 Easily monitor and measure the outcomes
AE1 As a marketing expert Adapted from
Watts et al(2009), Eikebrokk and Olsen (2007)
AE2 Well understood in marketing
AE3 Have an in-depth understanding of the values that marketing can bring to the business
EE1 Often hire experts from outside Adapted from
EE2 Depends on outside experts
EE3 Using outside experts is very important to the company
AT1 Believing that placing links in Google's search engine is a good idea
Adapted from Dinev et al
AT2 Realize that placing links in Google's search engine is well worth using
AT3 Believing that online advertising with Google's search engine is good for our business
AT4 A good outlook about advertising by place sponsored links on Google
SN1 People who are important to company think that our company should place sponsored links on Google search engines
Adapted from Venkatesh et al
(2009) SN2 People who are influential to company think that it is good for our company to place sponsored links on Google search engines
SN3 Our peers in other companies think that it is a good idea to market goods and services through placing sponsored links on Google search engines
SN4 People who are important to business use
Google as a search engine, so we should place sponsored links on Google
PC1 The required ability to employ Google
Adapted from Chau and Hu
PC2 Using Google Search Engine Service Advertising is entirely within control
(2002), Venkatesh et al (2003), Seneler et al
PC3 The resources necessary to make use of Google
PC4 Easily employ Google Search Service for
IU1 Intend to continue to using the Google search engine for Advertising
Adapted from Dinev et al
IU2 Intend to continue placing sponsored links for our company on Google search engines in the near future
IU3 Plan to continue using the Google search engine for advertising to increase exposure for our company’s products and service
IU4 Intend to use additional Google services for advertising
Sampling Design
Boardly speaking the sampling methods are divided into two groups, which are non-probability sampling and probability sampling (Hair et al, 2010)
Probability sampling means that every individual in the finite population has the equal chance to be included in the sample To perform probability sampling, developing a sampling frame drawn from a population of interest is crucial, if not, the sample from that frame “cannot address the research problem” (Acharya et al, 2013)
Non-probability sampling method is described as that individuals have the unknown probability to be included in the sample, some of the probability could be a zero (Vehovar et al, 2016) Which means the items included in the sample must have a clearer reason to be involved in the sample than the other Non-probability sampling methods includes Convenience sampling, Purposive sampling, Quota sampling and Snow ball sampling
In this study, the Non-probability sampling method or convenience sampling was chosen Convenience sampling is the sampling method that may help researchers test the questionnaire given at the same time, do a complete survey This is also the method of sampling to help the researcher save time and money, so it was selected for this study
According to Hair et al (1998), the minimum sample size must be at least 5 times the number of questions in the questionnaire Therefore, the minimum number of sample sizes can be calculated by the formula below to achieve the highest reliable rate:
N: Sample size required m: Number of questions in the scale
Because the research includes 28 observational variables, the minimum sample size is 140 Therefore, to ensure feasibility of the result, the research team made a total of 215 surveys During the survey period, the research team selected a direct survey method, at the same time, the team also created an online survey form, because the scope is not only involving Ho Chi Minh City but the other city within Vietnam, therefore the team can collect the data easier However, 4 surveys were excluded because respondents did not complete the questionnaire Finally, only 211 surveys qualified for analysis.
DATA ANALYSIS
Introduction
In chapter 3, the research team presented quantitative and qualitative research to adjust and supplement the theoretical model and the scale of the use of Google search services for the advertisement of the Enterprises in Vietnam The target of chapter 3 is to introduce a quantitative research method used for estimating the scale constructions
In addition, after this chapter, the research team can confirm the components that make up the independent and dependent components This chapter includes 6 main parts: demographic statistics, testing the values and the reliability of the scales, EFA, Ccorrelation, Rregression analysis.
Demographic Statistics
There are 211 valid responses over 215 questionnaires distributed
Regarding the demographic sample, various characteristics are varied widely and reported in this section
The number of companies that use Google ads in Ho Chi Minh City is the largest in the survey by 60,2% followed by Hanoi with 39,8%
Table 4-1: The percentage of Location
The majority of the respondents in this sample are staff and manager (60.7% and 28.4% respectively) Other positions account for less than 10%
Table 4-2: The percentage of Position
It revealed that the respondents are investigated widely in term of their occupation business The highest percent of group respondents (45.5%) are from the product and service occupation, followed by the information technology industry occupation and other business occupation (14.2% and 22.3% respectively)
Table 4-1: The percentage of Occupation
The number of companies that use Adwords is the largest in the survey by 62,3% followed by SEO with 37,7%
Table 4-4: The percentage of Google tools
Reliability test – Verify Cronbach’s Alpha
Cronbach’s Alpha is a useful coefficient for estimating internal consistency Cronbach's Alpha ratio is used to evaluate the reliability of scale verification Evaluating reliability scale via Cronbach’s Alpha ratio have to achieve 0.6 higher The coefficient values of total variable correlation of each variable in factors that must be greater than 0.3 that is meaning; Cronbach's Alpha value to eliminate the observed variables used to determine to reject or retain variables
4.3.1 Measurement Scales of Keywords/bids
Table 4-5 Reliability Statistics of KB
The Keywords/bids factor with three observed variables after testing total value of Cronbach’s Alpha is 0.808 that is greater than 0.6 Keywords/bids factor perfectly suited to the study All of observed variables have correlation coefficient of a total variable that is greater than 0.3 Therefore, all three observing variables are retained for the exploratory factor analysis
Cronbach's Alpha if Item Deleted
Table 4-6 Item-Total Statistics of KB 4.3.2 Measurement Scales of Monitor outcomes
Table 4-7 Reliability Statistics of MO
The Monitor outcomes factor has a total value of Cronbach’s Alpha greater than 0.6 and Corrected item-total of all observed variables of Monitor outcome has been higher than 0.3 and all observed has reliability
Table 4-8 Item-Total Statistics of MO 4.3.3 Measurement Scales of Advertising expertise
Table 4-9 Reliability Statistics of AE
Cronbach’s Alpha value of Advertising expertise is 0.828 that is greater than 0.6 All three observed variables of Advertising expertise have correlation coefficient of a total variable that is greater than 0.3 and retained for the exploratory factor analysis
Cronbach's Alpha if Item Deleted
Table 4-10 Item-Total Statistics of AE
4.3.4 Measurement Scales of External experts
Table 4-11 Reliability Statistics of EE
The External experts factor has a total value of Cronbach’s Alpha greater than 0.6 and Corrected item-total of all observed variables of factor has been higher than 0.3 and all observed has reliability
Cronbach's Alpha if Item Deleted
Table 4-12 Item-Total Statistics of EE 4.3.5 Measurement Scales of Attitude
Table 4-13 Reliability Statistics of AT
Table 4-14 Item-Total Statistics of AT
The Attitude factor has a total value of Cronbach’s Alpha greater than 0.6 and according to table 4-14, AT 1 variable has corrected item is lower 0.3 and will be deleted and then run that factor is run again without AT1
Table 4-15 Reliability Statistics of AT
Table 4-16 Item-Total Statistics of AT
The Cronbach’s alpha of Attitude factor and all of the variables of these factors are check second time and all observed has reliability
4.3.6 Measurement Scales of Subjective norms
Table 4-17 Reliability Statistics of SN
Cronbach’s Alpha value of Subjective norms is 0.877 that is greater than 0.6 All three observed variables of Subjective norms have correlation coefficient of a total variable that is greater than 0.3 and retained for the exploratory factor analysis
Table 4-18 Item-Total Statistics of SN 4.3.7 Measurement Scales of Perceived behavioural control
Table 4-19 Reliability Statistics of PC
The Perceived behavioural control factor with three observed variables after testing total value of Cronbach’s Alpha is 0.843 that is greater than 0.6 The Perceived behavioural control factor perfectly suited the study All of observed variables have correlation coefficient of a total variable that is greater than 0.3 Therefore, all three observing variables are retained for the exploratory factor analysis
Table 4-20 Item-Total Statistics of PC 4.3.8 Measurement Scales of Intention to use
Table 4-21 Reliability Statistics of IU
Cronbach’s Alpha value of Advertising expertise is 0.828 that is greater than 0.6 All three observed variables of Advertising expertise have correlation coefficient of a total variable that is greater than 0.3 and retained for the exploratory factor analysis
Table 4-22 Item-Total Statistics of IU
Exploratory Factor Analysis (EFA)
Table 4-23 KMO and Bartlett’s Test
The result of Bartlett’s test is 2.835.377 with P-value sig = 0.000 < 0.05 (the result rejects the hypothesis Ho: the observed variables are not correlated in the whole) so the hypothesis of the correlation matrix between the variables is that the uniformity matrix is rejected Therefore, the variables are correlated and satisfy the conditions for factor analysis
Regarding the result of the Pattern Matrix, the research team choose the method Varimax It is an oblique rotation, which allows factors to be correlated This rotation can be calculated with quicker rotation, so it is useful for large datasets The EFA only kept observed variables with factor loading that are greater than 0.5 to explain for factors and set them up main factors
The result of 8 factors in pattern matrix and no observed variable has factor loading smaller than 0.5.So, after rotating the factors, the research team recognizes that the observed variables for each factor are quite clear The result of EFA showed that 27 observed variables of 8 factors are eligible for analysis.
Pearson Correlation Analysis
KB MO EE AE AT SN PC IU
Table 4-25 Pearson Correlation Analysis Result
According to the result from Table 4-25, Sig (2-tailed) is 000 which indicated that all of dimensions relate correlation each other The results which are conducted by eight factors meanwhile seven factors are independent factors (KB, MO, AE, EE, AT, SN, PC) and one factor is dependent factor (IU)
Based on Chapter 3, the degree of reliability is calculated by these rules following: Correlation < 0 (-) means one variable goes up and the other goes down
Correlation > 0 (+) means two variables increase or decrease in parallel
Correlation from 0 to 0.3 means correlation is weak
Correlation from 0.3 to 0.5 means correlation is medium
Correlation over 0.5 means correlation is strong
As can be seen from Table 4-25, the relationship of these factors is followed:
Pearson Correlation value between Intention to use (IU) and Monitor outcomes (MO) is 0.218 which illustrates a week relationship
Pearson Correlation value between Intention to use (IU) and Advertising expertise (AE) is 0.050 which illustrates a week relationship
Pearson Correlation value between Intention to use (IU) and External experts (EE) is 0.126 which illustrates a week relationship
Pearson Correlation value between Intention to use (IU) and Attitude (AT) is 0.361 which illustrates a medium relationship
Pearson Correlation value between Intention to use (IU) and Subjective norms (SN) is 0.454 which illustrates a medium relationship
Pearson Correlation value between Intention to use (IU) and Perceived behavioural control (PC) is 0.289 which illustrates a week relationship
Pearson Correlation value between Intention to use (IU) and Keywords/bids (KB) is 0.184 which illustrates a week relationship
In general, there are some conclusions, which are:
The intention to use (IU) and Keywords/Bids (KB), Monitor outcomes (MO), Advertising expertise (AE), External expertise (EE), Attitude (AT), Subjective norms (SN), Perceived behavioural control (PC) have a statistically significant linear relationship
The direction of the relationship is positive, which means these variables tend to increase together (for example, greater subjective norms are associated with greater intention to use)
The strength of correlation between the intention to use (IU) and Keywords/Bids (KB), Monitor outcomes (MO), Advertising expertise (AE), External expertise (EE),
Attitude (AT), Subjective norms (SN), Perceived behavioural control (PC) is relatively moderate
H1 Attitude toward search engine advertisements has positive effect on Intention to use search engine advertisement
H2 Subjective Norms has positive effect on
Intention to use search engine advertisement
H3 Perceived Behavioural Control over search engine advertisement has positive effects on Intention to use them
H4 Ability to manage keywords/bids has a positive relationship with perceived control
H5 Ability to monitor outcomes has a positive relationship with perceived control
H6 Advertising knowledge has a positive relationship with perceived control
H7 External experts has a positive relationship with perceived control
Linear Regression Analysis
Model R R Square Adjusted R Square Std Error of the
1 639a 408 396 78731 a Predictors: (Constant), KB, MO, AE, EE b Dependent Variable: PC
Table 4-26 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control Model Summary
Based on Table 4-26, R Square valued is 0.408 that mean are 4 independent variables affect 40,8% to dependent variables, the remaining 59,2% is due to out-of-model variables and random errors
Squares df Mean Square F Sig
35.464 000b a Dependent Variable: PC b Predictors: (Constant), KB, MO, AE, EE
Table 4-27 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control ANOVA
According to the Table 4-27, the Sig value of F is smaller than 0.05
Hence, the linear regression model is suitable based on total
Table 4-28 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control Coefficients
According to Table 4-28, the Sig value of four independent variables is smaller than 0.05 which are accepted Furthermore, four variables such as KB, MO, EE and AE also show that the Beta values that predicting the dependent values from independent value meanwhile the highest value is AE Therefore, AE mean that it is the most affect to the change of PC Besides, according to Hair et al., (1995) the Variance Inflation Factor (VIF) of four factors are smaller than 10 that mean it claim which has not multicollinearity From the coefficients table, the linear regression equation is:
PC=0.585+0.256*KB+0.264*MO+0.107*EE+0.250*AE
∙ With every unit increase in KB, a 0.256-unit increase in PC is forecasted ∙ With every unit increase in MO, a 0.264-unit increase in PC is forecasted ∙ With every unit increase in EE, a
0.107-unit increase in PC is forecasted ∙ With every unit increase in AE, a 0.250-unit increase in CBC is forecasted
According to the equation, the factor is the most impact on Perceived Behavioural Control is Monitor Outcome (with coefficients value 0.264) Next influence factor is Keywords/Bids (0.256), Advertising Expertise (0.250) and the factor is less impact on PC is External Experts (0.107)
4.6.4.6.2 The relationship between Attitude, Subjective Norms, Perceived Behavioural Control with Intention to use
Model R R Square Adjusted R Square Std Error of the
1 576a 332 322 75550 a Predictors: (Constant), PC, AT, SN b Dependent Variable: IU
Table 4-29 Attitude, Subjective Norms, Percived Behavioural Control and Intention to use Model Summary
Based on Table 4-29, R Square valued is 0.332 that mean are 3 independent variables affect 33.2% to dependent variables, the remaining 66.8% is due to out-of-model variables and random errors
Squares df Mean Square F Sig
34.304 000b c Dependent Variable: PC d Predictors: (Constant), KB, MO, AE, EE
Table 4-30 Attitude, Subjective Norms, Percived Behavioural Control and Intention to use ANOVA
The table provides the Sig value of F is 000 which is smaller than 0.05
Hence, the linear regression model is suitable based on total a Dependent Variable: PC
Table 4-31 Attitude, Subjective Norms, Perceived Behavioural Control and
According to Table 4-31, the Sig value of four independent variables is smaller than 0.05 which are accepted Furthermore, four variables such as AT, SN, PC and IU also show that the Beta values that predicting the dependent values from independent value meanwhile the highest value is SN Therefore, SN mean that it is the most affect to the change of IU Besides, according to Hair et al., (1995) the Variance Inflation Factor (VIF) of four factors are smaller than 10 that mean it claim which has not multicollinearity From the coefficients table, the linear regression equation is:
∙ With every unit increase in AT, a 0.253-unit increase in IU is forecasted ∙ With every unit increase in SN, a 0.293-unit increase in IU is forecasted ∙ With every unit increase in PC, a 0.182-unit increase in IU is forecasted
According to the equation, the factor is most impact on Intention to use toward firm is Subjective Norms (with coefficient value is 0.293) Next influence factor is Attitude (0.253) and the factor is less impact on IU is Perceived Behaviroural Control (0.182).
Summary
In this chapter, through 211 surveys collecting from enterprises, the collected data is analyzed to convert into meaningful information The group has run descriptive analysis, reliability test, exploratory factor analysis (EFA), Pearson correlation analysis and Linear regression analysis Finally, the results of reliability tests and EFA showed that all observed variables are accepted except for AT1 The research team concluded that there are seven hypotheses were supported In the next chapter, a summary of statistical analyzes, key findings, implications, research meaning, limitations suggestion of recommendation will be presented
Key Findings
Chapter one mentioned a set of questions that the research has to find out to state the relationship between intention to use with the enterprise in Ha Noi and Ho Chi Minh City
These questions are described as followed:
Question 1: What are the factors affecting the intention to use of Google search service (SEO and Adwords) of the enterprises in Ha Noi and Ho Chi Minh City?
Based on the result in chapter 4, this research defines the factors affecting the intention to use of Google search service on enterprises Ha Noi and Ho Chi Minh, which are the Attitude, Subjective Norms, and Perceived Behavioural Control Besides, the Keywords/bids, Monitor Outcome, Advertising Expertise and External Experts factors mediate anticipate behavioural intention through perceived behavioural control In addition, these components meet all the requirements Hence, it can be said that Question
1 of this research have been solved
Question 2: How do these factor affect the intention to use of Google search service (SEO and Adwords) of the Enterprises in Ha Noi and Ho Chi Minh City?
Similarly, the research team found that key factors have an important impact on intention to use Google Search Service for the advertisement of the enterprise in Ha Noi and Ho Chi Minh City That can help businesses understand the key factors affecting their intended use, help them get an overview and make the right decision to use Google search service for Advertisement The intention to use (IU) and Keywords/Bids (KB), Monitor outcomes (MO), Advertising expertise (AE), External expertise (EE), Attitude (AT), Subjective norms (SN), Perceived behavioural control (PC) have a statistically significant linear relationship Besides that, all 7 factors predicted have a direct and indirect influence on the intention to use Google search service of enterprises with the regression coefficient are KB (0.256), MO (0.264), EE(0.107), EE (0.250), AT (0.253), PC (0.182), SN (0.293)
Subjective norm is the most impactful on Intention to use and factors which are yet to have strong influence such as External expert In this manner, the team also satisfies Question two set out in Chapter 1
Question 3: Suggestions for the Enterprises in Ha Noi and Ho Chi Minh City in the use of Google search services (SEO and Adwords) The final question will be analyzed to provide a solution in Recommendation and Suggestions.
Recommendation
Since industry 4.0 began to developed, Google has become the number one search engine in the world In Vietnam, 90% of internet users use Google for their internet search needs (Taprial & Kanwar, 2016) According to chapter 4, Attitude factor is important on Intention to use with the coefficient of 0.253 In fact, the attitude of businesses will determine whether they use Google services for advertising To help themselves with positive attitudes when they intend to use the service, businesses need to be aware of the benefits that Google offers
Enterprises need to analyze the results of each stage to get an overview and detailed results In addition, risks of wasting money and time also need to be measured periodically, helping businesses to promptly detect problems to solve and have the right attitude when making an intention to use Google search service for advertisement When businesses have a good attitude on using Google search services for advertisement, the rate of these businesses will continue to be higher
In summary, attitude is one of the important factors that have a positive impact on the intention to use Google search service for advertising
Subjective norm is the most impactful on Intention to use with coefficient 0.293 in regression models 7 factors affecting the intention to use Google search service
The structural equation modeling of this study showed that subjective norms play a significant role in motivating businesses to adopt Google search service for advertising It means that when organizations realize that other parties important to their business (e.g., competitors, business partners, industry leaders, etc.) are using search advertising service on Google to increase their exposure over the Internet, they are more likely to take the same action It implies that Google might be able to attract more customers for their search service if they share more information about the companies that are active in search engines advertising of Google In this way, perhaps more new businesses would decide to advertise on Google search service when they see that their co-workers or competitors are engaged in it
Moreover, almost all users choose Google as a search engine when they want to search for something, in the world in general and in Vietnam in particular (Pacheco, 2017 and Richard Heersmink, 2018) Therefore, this is also one of the important causes affecting the decision to utilize Google's search advertising service of businesses in Vietnam when they need to increase interaction with potential customers
Businesses should research the market for Google services that potential customers, who have an important influence on businesses as well as their competitors, are using In addition, businesses can also consult comments from experts for a more general view when making the intention to use Google search service for advertisement In summary, subjective norms are one of the key factors affecting the intention to use Google search service for advertising
The regression results shows that perceived behavioural control affect positively intention to use Google search service with value coefficient 0.182
Besides, through this study, it is show that perceived behavioral control over search engine advertisements has a positive effect on the intention to use search engine advertisements It implies that businesses themselves need to understand their capabilities, they have to consider whether they are qualified, resources, and control ability when running search ads on Google Qualitative interviews that the author did for the purpose of providing more about how businesses can enhance that ability and also determine how Google and third-party search engine providers can support advertisers on this issue Once businesses know their strengths and weaknesses, they can confidently choose appropriate campaigns for their businesses to run search ads on Google and achieve the best results
5.2.4 Keywords/Bids, Monitor outcome, Advertising expertise, External experts
According to the equation, the factor is the most impactful on Perceived Behavioural Control is Monitor Outcome (with coefficients value 0.264) The next influence factor is Keywords/Bids (0.256), Advertising Expertise (0.250) and the factor is less impactful is External Experts (0.107)
For the ability to manage keywords/bids, keywords and bids are one of the most important factors determining the position of a website on a Google search engine When selecting and managing keywords/bids, businesses need to classify websites, classify keywords/bids and select keywords according to the formula to choose simple keywords If the business has high skills and expertise in choosing keywords, this will make it easier for businesses' websites to be on top of search results
In terms of the ability to monitor the outcome, it is necessary to measure the effectiveness of advertising campaigns to improve the advertising cost-effectiveness of businesses Ads can be measured whether to be effective or not through clicks (the number of people who click on the ads and the business website), sessions (the number of user sessions to the website), etc
Advertising expertise is also one of the most important elements of self-efficacy factors Being equipped with basic knowledge of marketing also helps businesses be more confident and professional when using Google search service to promote their brand
Last but not least, using external experts is also one of the options used by many businesses today However, choosing a reliable, effective, and professional partner is also one of the decisions that need to be carefully considered Search engines help companies achieve the effects they desire And all results will be reported monthly to the business Thereby helping businesses be aware of their strategic control effectively
Businesses need to practice using Google search service for advertising regularly and continually add knowledge about marketing to employees In addition, company leaders should regularly check the effectiveness of the campaign through monitor outcomes to be able to have appropriate solutions for each period as well as capture the results Besides, not all keywords with high bids will be effective but businesses also have to choose keywords that are appropriate for their business that most of the potential customers often use when searching products or services they want are also one of the ways to increase the effectiveness of the campaign All of these factors will help businesses have better control to help them confidently use google tools for advertising.
Suggestions
For the topic of “The key factor affecting the intention to use of Google search service of enterprises in Ha Noi and Ho Chi Minh city, the study reaches some conclusions:
Through in-depth interviews, the factors affecting the intention to use Google search service for enterprises have been determined Based on the analyzed data, all 7 factors predicted have a direct and indirect influence on the intention to use Google search service of enterprises After being analyzed, all factors have reliability and none is rejected However, there is a clear distinction between dependent and independent variables To be more specific, Subjective norms (0.293) affect the intention to use the most, while other factors such as Control (0.182) and External Experts (0.107) have no influence on the intention to use
Finally, the authors put forward some suggestions for the factors which are yet to have strong influence such as Control (0.182) and External Experts (0.107)
Companies can recruit Adwords or SEO experts to train their employees to increase skills such as choosing keywords, selecting bids, and managing them It can help the enterprises to have stricter control In addition, managers need to monitor the outcomes so that appropriate campaigns can be launched Moreover, external resources (tools or experts of companies that provide search engines) are the right choice to overcome the weaknesses the company faces when using Google's search advertising services In short, perceived behavioural control is an important factor that businesses need to consider carefully when they decide to utilize Google's search service to advertise their company
Enterprises need to understand the experts and build a clear “strategic consultancy” with them Procedures need to be constructed to analyze information such as business environment, the market, competitors The knowledge about Google search service helps enterprises to have a better understanding of their experts In addition, both parties need to discuss directly and agree on the goals that the enterprises want to achieve Besides, enterprises need to recruit both domestic and foreign experts who are reputable and experienced because they can view the enterprises’ conditions in a general context using an analysis model Thus, experts can orient the enterprises with a development strategy in the future.
Limitations and Future Researches
The research team has tried to best accomplish the goal of the thesis both in form and content However, during the study period, the research team also encountered some errors and limitations including:
First, the scope of this research is Ha Noi, Ho Chi Minh City and the target participants in the survey is enterprise However, the scope is large, making the research unable to guide and monitor in the most detailed way and achieve high reliability for the online survey
Secondly, the research team has limited time, budget and especially research experience, leading to difficulties in doing the research This is a major limitation for the authors because these may affect the accuracy of the results
Finally, English skill is also the barriers of the authors Some words or sentences can make readers misunderstand from the presentation of the report because of poor English skills Besides, all of the part thesis is written in English so the process of searching and finding documents also presents difficulties
Because of time, ability and experience limitations, our research team could not complete this study more perfectly Therefore, here are some suggestions for future research related to this topic First of all, after finishing the research, the author discovered that there is an attitude of businesses for Google search service can bring to businesses and businesses The risk they fear will be encountered during use Therefore, future research can further investigate this factor Next, the author recommends future studies that should expand the target scope of the survey In addition, data should also be collected from other professional data sources so that research data becomes more objective Finally, next researchers should extend the survey time and increasing the number of people surveyed This will help the study become more realistic and applicable, beyond the scope of academic
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Appendix SURVEY ON THE FACTORS AFFECTING THE INTENSION TO USE GOOGLE SEARCH ADVERTISING SERVICES IN VIETNAMESE
Mr / Ms from the enterprise:
……… (choose one of the answers below)
1 Have you used the Google search advertising service for business image promotion? □ Yes □ No
2 What Google tools have you used to promote your business?
□ Staff □ Management □ Director □ Other 5 Main businesses of the enterprise:
□ Products & services □ Information technology □ Graphic design □Other 6 Scale of the enterprise:
□ 1-20 people □ 21-50 people □ 51-100 people □ Over 100 people 7 Survey questions
Please indicate the influence of the following factors on your intention to use Google's advertising services
(choose 1 of 5 answers according to the level of influence on the following sentences)
Believing that placing links in Google's search engine is a good idea
Realize that placing links in Google's search engine is well worth using
Believing that online advertising with Google's search engine is good for our business
A good outlook about advertising by place sponsored links on Google
People who are important to company think that our company should place sponsored links on Google search engines
People who are influential to company think that it is good for our company to place sponsored links on Google search engines
Our peers in other companies think that it is a good idea to market goods and services through placing sponsored links on Google search engines
People who are important to business use Google as a search engine, so we should place sponsored links on Google
The required ability to employ Google Search Service for Advertising
Using Google Search Engine Service Advertising is entirely within control
The resources necessary to make use of Google Search Service for Advertising
Easily employ Google Search Service for Advertising
Ability to manage keywords/bids 1 2 3 4 5
High level of knowledge on how to select and manage keywords and bids
Feel convenient in selecting and managing keywords and bids
Easily select and manage keywords and bids
High level of knowledge on how to monitor and measure the outcomes
Feel convenient in monitoring and measuring outcomes
Easily monitor and measure the outcomes
As a marketing expert Well understood in marketing
Have an in-depth understanding of the values that marketing can bring to the business
Often hire experts from outside Depends on outside experts
Using outside experts is very important to the company
Please indicate the level of agreement of the following factors on your intention to use Google's advertising services
(choose 1 of 5 answers according to the level of agreement on the following sentences)
Not agree Neutral Agree Totally agree