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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 2 /2023

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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

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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

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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

4 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

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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

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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.

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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

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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:

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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)?

1.4. Research Objectives

The study aims to:

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).

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

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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 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.

1.8. Conclusion

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The introduction presents the importance of Google search services for the
advertisement. There are many advantages and disadvantages of the use of Google search
services that enterprises in Ha Noi and Ho Chi Minh employ to make an advertisement.
The chapter presents the research questions including three main questions needing to
answer for the study. Besides that, specific objectives are also shown based on research
questions. Moreover, two contents of location and time in the research scope are presented.
Finally, the research methods including quantitative and qualitative are discussed in this
chapter.

CHAPTER 2: LITERATURE REVIEW

2.1. Definitions

2.1.1. Google Search Service
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.

2.1.2. AdWords
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

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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,
2010).

2.1.3. Search Engine Optimization (SEO)

According to Nursel Yalỗn (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).

2.1.4. Intention to use

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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.
2.2. 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,
2001).

Figure 2-1: TBP Model
(Source: Ajzen, 1991)
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

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result of TBP and his Resource-based.

Figure 2-2: Jafarzadeh Proposed Conceptual Model of Determinant of SEA
Effectiveness
(Source: Jafarzadeh, 2013)
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; Römer et al, 2015), even though it has been used
extensively over the last three decades. The application is implied for digital marketing in

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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.

2.3. 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;
Römer, 2015), it is assumed that a business’ decision to engage search engine
advertisement is involved by feelings about using these advertisement, the opinions and

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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

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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

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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

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2.4. 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:

Figure 2-3: Proposed model

2.5. 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.

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CHAPTER 3: RESEARCH DESGIN

3.1. 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.

Figure 3-1: Research Process
3.2. Research Approach

3.2.1. Qualitative Research
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.


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