This paper investigates the determinants of end-user adoption of the DuckDuckGo search engine coupling the standard UTAUT model with factors to reflect reputation, risk, and trust. An experimental approach was taken to validate our model, where participants were exposed to the DuckDuckGo product using a vignette. Subsequently, answering questions on their perception of the technology. The data was analyzed using the partial least squares-structural equation modeling (PLS-SEM) approach. From the nine distinct factors studied, we found that 'Performance Expectancy' played the greatest role in user decisions on adoption, followed by 'Firm Reputation', 'Initial Trust in Technology', 'Social Influence', and 'Individual Disposition to Trust'. We conclude by exploring how these findings can explain DuckDuckGo's rising prominence as a search engine.
翻译:本文调查了最终用户采用 DuckDuckGo 搜索引擎的决定因素, 将标准的 UTAUT 模型与反映声誉、 风险和信任的因素结合起来。 为了验证我们的模型, 在模型中, 参与者使用 vignette 接触 DuckDuckGo 产品。 随后, 回答关于他们对技术的看法的问题。 数据是使用部分方形最小结构方程式模型( PLS- SEM) 分析的。 在研究的九种不同因素中, 我们发现“ 业绩预期” 在用户关于收养的决定中发挥了最大作用, 其次是“ 虚拟化 ” 、 “ 技术的初始信任 ” 、 “社会影响 ” 和 “ 对信任的单独处置 ” 。 我们通过探索这些发现如何解释 DuckDuckGoo 日益突出的搜索引擎 。