论文标题
对用户采用互联网搜索引擎的声誉，风险和信任：DuckDuckgo的案例
Reputation, Risk, and Trust on User Adoption of Internet Search Engines: The Case of DuckDuckGo
论文作者
论文摘要
本文调查了DuckDuckgo搜索引擎最终用户采用的决定因素，将标准UTAUT模型与反映声誉，风险和信任的因素结合在一起。采用了一种实验方法来验证我们的模型，在该模型中，参与者使用小插图接触了DuckDuckgo产品。随后，回答有关他们对技术的看法的问题。使用部分最小二乘结构方程建模（PLS-SEM）方法分析数据。从研究的九个不同因素中，我们发现“绩效预期”在用户决策中发挥了最大的作用，其次是“坚定的声誉”，“对技术的初始信任”，“社会影响力”和个人的“信任性”。我们通过探索这些发现如何解释Duckduckgo作为搜索引擎的出色声音的上升来得出结论。
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 an individual's 'Disposition to Trust'. We conclude by exploring how these findings can explain DuckDuckGo's rising prominence as a search engine.
