Mohammad Taleghani, Shiva Moghaddamrad and M.R. Taghizadeh Joorshari
Abstract: Search engines can be seen as an innovation in the Internet that requires to the individuals' acceptance to disseminate and promote the social system. The aim of this study was to evaluate the technology acceptance model about acceptance and use of search engines by users with emphasis on the role of brand relationship and experience of online brand as new effects of TAM. For this purpose, 10 hypotheses were developed. To collect the necessary data to test the hypotheses, a compilation questionnaire containing 27 questions was used in 9 facets and among 458 internet users in the city of Rasht, as the statistical population to respond to the different sections of the questionnaire, were distributed. To analyze the data and test the hypothesis, the structural equation modeling method was used. Summary results of test the hypothesis showed that trust and perceived usefulness was effective on experience of using online brand and experience of online brand have a positive effect on user satisfaction and their willingness to use online brands and these two variable leads to formation of long-term relationships with the brand.
Keywords: Technology Adoption, Brand Relationship, The Experience of Online Brand, Trust, The Perceived Risk.
Volume 3, Issue 1, 2016