![]() ![]() The sample, as already noted, was composed of n = 445 individuals. ![]() These questions allowed for the final application of an explanatory analysis associated with subsample comparisons based on different classification variables. As an effective qualification method, the five-point Likert scale method is used to indicate the degree of importance of the factors. A total of 28 questions were answered using Likert five-point scales with 1 (“totally disagree”) to 5 (“totally agree”) and were grouped into the nine constructs previously mentioned. These were about the use of search engines and Internet (Internet access device, favorite search engines, and use of search engines). ![]() Five qualifying questions (gender, age, habitat, educational level, and employment situation) and three nominal questions were used. Next, users were asked to try the Ecosia search engine before answering the questionnaire. The purpose was to allow anyone who was unaware of the search engine to familiarize themselves with it. In research by Liaw, the Behavioral Intention to Use is applied to the study of search engines.īefore answering the questionnaire, the users watched a 1-minute explanatory video about Ecosia, inserted into the online questionnaire. Previous studies have defined the Behavioral Intention to Use search engines as the attitude, beliefs, and perceptions of a person about using a technology, and the Use Behavior as the actual use that a user makes of the technology. The formulation of these hypotheses allows us to study the adoption behavior for the search engines by users and empirically demonstrates the relationship between Behavioral Intention to Use search engines and the Use Behavior for search engines. It is well known that the number of search engines on the Internet is increasing exponentially, as is the number of users who make queries on them. Use Behavior has been established in different technology adoption models such as TAM and UTAUT. Other studies that consider the adoption of search engines define this structure as Planned Behavior. The relationship of the influence of Behavioral Intention to Use was defined by Venkatesh et al. The study also urges companies to support technological services, and follow the behavior of in order to positively influence user satisfaction by using ecological marketing strategies. Finally, this study urges foundations and non-governmental organizations to fight against the effects of deforestation by supporting these initiatives. In addition, companies, and especially technological start-ups, are advised to take into account that users feel better using these tools. Based on the results obtained, this study shows that a search engine or other service provided by the Internet, which can be audited (visits, searches, files, etc.), can also contribute to curb the effects of deforestation and climate change. However, few people accept the idea of changing their habits from using traditional search engines (2) Ecosia is a search engine believed to have higher compatibility rates, and needing less hardware resources, and (3) ecological marketing is an appropriate and future strategy that can increase the intention to use a technological product. Subsequently, a survey was conducted with a structured questionnaire on search engines, which yielded the following results: (1) the idea of a company helping to mitigate the effects of climate change by planting trees is well received by Internet users. This was done by using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and then analyzing the results with PLS-SEM (Partial Least Squares-Structural Equation Modeling). This study explored the factors that affect the adoption of from the perspective of technology adoption and trust. Ecosia is an Internet search engine that plants trees with the income obtained from advertising.
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