An Empirical Analysis of the Antecedents of Internet Search Engine Choice

Rahul Telang

Tridas Mukhopadhyay

Ronald T. Wilcox

Graduate School of Industrial Administration

Carnegie Mellon University

Schenley Park

Pittsburgh, PA 15213-3890

September, 1999

Abstract

The rapid growth of the Internet has created a wide array of new and

interesting consumer behaviors and led to many new research questions. One

such question involves the issue of consumer loyalty on the Internet. In

this research, we focus on the loyalty to Internet search engines. The

purpose of this research is twofold. First, we wish to document whether

loyalty to a particular search engine develops in this marketplace, and if

it does develop, how important is this loyalty in the search engine choice?

Second, if loyalty is an important determinant of choice, are there

particular search engine attributes, which enhance or detract from customer

loyalty? We first develop a conceptual model of search engine choice based

on the literature in human-computer interaction and cognitive psychology.

Next we use a multinomial logit model to study 1534 distinct search engine

choices. Our results show that loyalty indeed is a significant determinant

of user's choice decision. We also show that the more a consumer uses the

personalized features offered by an engine, the more loyal she becomes to

that search engine. Finally, we find that user loyalty is affected by the

timing of the query (e.g., start of a search session), and by the presence

of banner advertisements on the web. The results of this research provide

insight into consumer behavior in the marketplace for Internet search

engines, and offer guidance to managers of these companies in developing

sustainable competitive advantage through better product design decisions.