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Reputation, Risk, and Trust on User Adoption of Internet Search Engines: The Case of DuckDuckGo

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HCI International 2022 – Late Breaking Posters (HCII 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1654))

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Abstract

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.

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Acknowledgments

This research was funded in part through the New York University School of Professional Studies Full-Time Faculty Professional Development Fund.

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Authors and Affiliations

  1. New York University, New York, NY, USA

    Antonios Saravanos, Stavros Zervoudakis, Dongnanzi Zheng, Amarpreet Nanda, Georgios Shaheen, Charles Hornat, Jeremiah Konde Chaettle, Alassane Yoda, Hyeree Park & Will Ang

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  1. Antonios Saravanos
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  2. Stavros Zervoudakis
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  3. Dongnanzi Zheng
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  4. Amarpreet Nanda
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  5. Georgios Shaheen
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  6. Charles Hornat
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  7. Jeremiah Konde Chaettle
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  8. Alassane Yoda
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  9. Hyeree Park
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  10. Will Ang
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Correspondence to Antonios Saravanos .

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Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  3. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Stavroula Ntoa

  4. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Saravanos, A. et al. (2022). Reputation, Risk, and Trust on User Adoption of Internet Search Engines: The Case of DuckDuckGo. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2022 – Late Breaking Posters. HCII 2022. Communications in Computer and Information Science, vol 1654. Springer, Cham. https://doi.org/10.1007/978-3-031-19679-9_87

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  • DOI: https://doi.org/10.1007/978-3-031-19679-9_87

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-19678-2

  • Online ISBN: 978-3-031-19679-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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