The Factors Affecting The Intention To Use Of Google Search Service The Case Study Of Enterprises In Ha Noi City And Ho Chi Minh City.pdf

lOMoARcPSD|38119299 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 intention to use of Google search service: The case study of Enterprises in Ha Noi city and Ho Chi Minh City Thuộc nhóm chuyên ngành :Quản trị kinh doanh TP Hồ Chí Minh, tháng /2023 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 TABLE OF CONTENTS CHAPTER 1:INTRODUCTION .11 1.1 Topic Background 1.2ResearchProblem 11 1.2.1.Practical Problem .11 1.2.2 Theoretical Problem 12 1.3 Research Questions 12 1.4Research Objectives .13 1.5Research Scope .13 1.6Research Method 13 1.7Research Structure .14 1.8Conclusion .14 CHAPTER 2:LITERATURE REVIEW 15 2.1.Definitions 15 2.1.1 Google Search Service 15 2.1.1.2 Search Engine Optimization (SEO) .15 2.1.2.3.Intention to use 16 2.2 Background theoretical .16 2.3 Hypothesis 18 2.4.Proposed Model 20 2.5.Summary 21 CHAPTER3: RESEARCH DESGIN .22 3.1.Research Process 22 3.2.Research Approach .22 3.2.1.Qualitative Research 22 3.3 Data Collection Methods 23 3.3.1 Secondary Data 23 3.3.2.Primary Data 23 3.4.Design Questionnaire .24 3.4.1 Questionnaire Structure 24 3.4.2 Measurement Scale 25 3.5.Sampling Design 27 3.5.1.Sampling Techniques 27 3.5.2.Sample Size 28 3.6.Data Analysis Method 28 3.6.1 Frequency Statistics 28 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 3.6.2.Scale of Reliability 29 3.6.3 Exploratory Factor Analysis (EFA) 29 3.8 Regression analysis 30 CHAPTER 4: DATA ANALYSIS .32 4.1.Introduction 32 4.2.Demographic Statistics 32 4.3.Reliability test – Verify Cronbach’s Alpha 33 4.3.1.Measurement Scales of Keywords/bids 34 4.3.2.Measurement Scales of Monitor outcomes .35 4.3.3.Measurement Scales of Advertising expertise 35 4.3.4.Measurement Scales of External experts 36 4.3.5.Measurement Scales of Attitude 37 4.3.6.Measurement Scales of Subjective norms 38 4.3.7 Measurement Scales of Perceived behavioural control 39 4.3.8.Measurement Scales of Intention to use 40 4.4 Exploratory Factor Analysis (EFA) 40 4.5 Pearson Correlation Analysis .42 4.6.Linear Regression Analysis 44 4.6.1 The relationship between Keywords/bids, Monitor outcome, Advertising expertise and Using external experts with Perceived behavioural control 44 4.6.2 The relationship between Attitude, Subjective Norms, Perceived Behavioural Control with Intention to use 47 4.7.Summary .49 CHAPTER5: FINDING AND CONCLUSION 50 5.1 Key Findings 50 5.2.Recommendation 51 5.2.1.Recommendation for Attitude factor 51 5.2.2 Recommendation for Subjective norm 51 5.2.3 Recommendation for Perceived behavioural control 52 5.2.4 Recommendation for Keywords/Bids, Monitor outcome, Advertising expertise, External experts 52 5.3 Suggestions 53 5.4 Limitations and Future Researches 54 5.4.1.Limitations 54 5.4.2 Future Researches 55 REFERENCESAppendix 64 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 ABSTRACT Google Search Service for Advertisements is the main revenue sources, which is huge, for Google search engine company, and this is also a great solution for enterprise to increase their website’s visibility on the internet and promote the company's image However, there are not many scholarly studies on the influences of Google search services on customer purchase intention, especially in the Southeast Asian markets and other developing countries-market’s like Vietnam Based on Theory of Planned Behavior, Unified Theory of Acceptance and Use of Technology, this paper will apply a contextually specific model to understand the key factors affecting the enterprises in Vietnam in making decisions to use Google search services for advertisements With the help of quantitative and qualitative methods and the data collected from 70 enterprises with 215 samples collected, this research finds that the intention of the enterprise to use Google search service for advertisement is directly influenced by three main factors: attitude, subjective norms and perceived behavioral control Besides, it is discovered the additional factor that has an indirect influence: self efficacy factors The result will be presented in Chapter 22 and analytics in Chapter 33 Keywords: Search engine advertising, paid search, sponsored search LIST OF TABLES Table 3-1: Five - Point Likert Scale…………………………………………………………………….24 Table 3-2: Construct components’ scale……………………………………………………………… 25 Table 4-1: The percentage of Location……………………………………………………………… 32 Table 4-2: The percentage of Position…………………………………………………… 32 Table 4-1: The percentage of Occupation………………………………………………… 33 Table 4-4: The percentage of Google tools…………………………………………………………… 33 Table 4-5 Reliability Statistics of KB……………………………………………………………… …34 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Table 4-6 Item-Total Statistics of KB……………………………………………………………… …34 Table 4-7 Reliability Statistics of MO………………………………………………………………….35 Table 4-8 Item-Total Statistics of MO………………………………………………………………….36 Table 4-9 Reliability Statistics of AE………………………………………………………………… 36 Table 4-10 Item-Total Statistics of AE……………………………………………………………… 36 Table 4-11 Reliability Statistics of EE………………………………………………………………….37 Table 4-12 Item-Total Statistics of EE…………………………………………………………………38 Table 4-13 Reliability Statistics of AT…………………………………………………………………38 Table 4-14 Item-Total Statistics of AT…………………………………………………… 38 Table 4-15 Reliability Statistics of AT…………………………………………………………………39 Table 4-16 Item-Total Statistics of AT…………………………………………………… 39 Table 4-17 Reliability Statistics of SN…………………………………………………… 39 Table 4-18 Item-Total Statistics of SN…………………………………………………………………40 Table 4-19 Reliability Statistics of PC…………………………….……………………………………40 Table 4-20 Item-Total Statistics of PC…………………………………………………………………41 Table 4-21 Reliability Statistics of IU……………………………………………………… ……….41 Table 4-22 Item-Total Statistics of IU………………………………………………… .41 Table 4-23 KMO and Bartlett’s Test……………………………………………………… 42 Table 4-24 Pattern Matrix…………………………………………………………………………… 43 Table 4-25 Pearson Correlation Analysis Result………………………………………… ………… 44 Table 4-26 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control Model Summary … ……………………………………………………………46 Table 4-27 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control ANOVA……………………………………………………………… .46 Table 4-28 Keywords/bids, Monitor Outcome, Advertising Expertise, External experts and Perceived Behavioural Control Coefficients…… ……………………………………… 47 Table 4-29 Attitude, Subjective Norms, Percived Behavioural Control and Intention to use Model Summary … ………………………………………………………………………………………….48 Table 4-30 Attitude, Subjective Norms, Percived Behavioural Control and Intention to use ANOVA…………………………………………………………………………………………… …48 Table 4-31 Attitude, Subjective Norms, Perceived Behavioural Control and Intention to use Coefficients…………………………………………………………………………………… .… 49 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Table 4-32 Hypothesis conclusion…………………………………………………………………… LIST OF FIGURES Figure 2-1: TBP Model…………………………………………………………………………………16 Figure 2-2: Hamed Jafarzadeh’s Proposed Conceptual Model of Determinant of SEA Effectiveness……………………………………………………………………………………………17 Figure 2-3: Proposed model………… ……………………………………………………………… 21 Figure 3-1: Research Process………………………………………………………………………… 22 LIST OF ABBREVIATION EFA Exploratory Factor Analysis KMO Kaiser-Meyer-Olkin SEA Search service for advertising SEO Search Engine Optimization SESA Search engine service for advertising SPSS Statistical Package for the Social Sciences TPB Theory of Planned Behavior CHAPTER 1: INTRODUCTION 1.1 Topic Background First launched in 1993, so far, Google Search Service has become an indispensable part of life, and constantly improved in the quantity and quality of search results The development of the Google Search Service is closely linked to the development of global information technology and is particularly associated with the changing of the SEO services industry (David, 2015) In the modern world, Cascio and Montealegre (2016) said that it is always important to ensure the constant connection between partnerships Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Currently, the Search Engine is a fiercely competitive segment of the global market, with the top spot temporarily falling into Google Search, with the average market share of users worldwide from July 2018 to July 2019 achieve more than 90%, more specifically 92.19% in July 2019 according to statistics of Global Stats In an era when everyone considers Google as a guideline for their buying actions, digital marketing is almost the only key to selling products and developing long term (Perrey, 2015) It is much easier to find the purchase address or a new model; read product reviews and communicate worldwide (Adamson, Dixon & Toman, 2017) In Vietnam, Coc Coc is the search engine with the most monthly and daily visitors However, the search results returned on this search engine are largely done by Google Search Therefore, in theory, Moed (2018) concludes that Google Search will be the most used search engine in Vietnam today Google is dominating the Vietnam search market, which owned 91.22% of the market in 2016 (Statcount, 2016; Nguyen, 2017) This period also marked the beginning of search engine advertising in Vietnam Advertising on search engines is pay-per-click (PPC) If the advertising appears without the user clicking, the business does not have to pay Therefore, advertising on search engines is done with flexible cost and suitable for Vietnamese businesses When the economy was in recession, businesses had to narrow their advertising budgets, but still needed to promote their brands to overcome difficulties, advertising on search engines became an indispensable part Currently, Google is reducing impressions, businesses have to run more ads, spend more money Moderate businesses compete directly for natural search and compete with search advertising 1.2 Research Problem 1.2.1 Practical Problem Most Vietnamese businesses show a lack of confidence in using some marketing tools because these businesses are quite young and the marketing tools are also very new to them Vietnamese enterprises wish to have more interaction, by not only spending a larger Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 budget for marketing but also having more articles with higher quality published Blake, Nosko and Tadelis (2015) stated that the disadvantage is that most advertising companies in Vietnam promise to put their business websites on the Top but not towards potential customers, not targeting the right customers Business requirements, to withdraw money from advertising Besides, these advertising companies may misappropriate their clients’ budget for advertising in order to invest in their own business For these reasons, Vietnamese users are still sceptical about ads, especially when ads’ titles are inconsistent with the content, too general and incapable of highlighting the essential information, which makes users resort to other search services Therefore, it is necessary to explore the influences of Google search service on customers’ intention purchase: The case study of enterprises in Ho Chi Minh and Ha Noi City 1.2.2 Theoretical Problem Contrary to the strong development of online communication and Internet users, digital marketing service companies in Vietnam are in a state of inadequate expertise, leaving them indifferent and very careless (Riggins & Wamba, 2015) However, businesses still have limited knowledge about the use of the avertising tools Most users of Google search services are not trained, so they can not promote the effectiveness of these services, as well as face many difficulties in operation (Montti, 2019) Theoretically, there is too little research on topics related to Google's search service on customer’s intention purchases in developing countries such as Southeast Asia and especially Vietnam Therefore, research plays an important role in enriching the theoretical basis for future research 1.3 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: Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 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? How 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? What are suggestions for the Enterprises in Ha Noi and Ho Chi Minh City in the use of Google search services (suggestion and recommendation)? 1.4 Research Objectives The study aims to: 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 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 Give some suggestions for the Enterprises in Ha Noi and Ho Chi Minh City in the use of Google search services (suggestion and recommendation) 1.5 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 1.6 Research Method Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 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) 1.7 Research Structure The study consists of chapters: Chapter – Introduction: Overview of the basic theories of forming research topics, objectives and scope of research, research scope and research structure Chapter – 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 – 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 – 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 – Findings and Implications: Summarize the research results, make recommendations, limitations of the topic and suggest for further studies 1.8 Conclusion Downloaded by van nguyen (nguyenbecoi.0705@gmail.com)