Drivers of user loyalty intention and commitment to a search engine: An exploratory study

Based on consumer value and technology usage research, we propose a conceptual model linking search engine performance to search engine value, user satisfaction with the search engine and search engine reputation for innovation, and ultimately to user loyalty intention and commitment. The results of a study based on data collected from search engine users provide support for a majority of proposed relationships. Functional performance of the search engine affected search engine value. Value was found to be a full mediator of the relationship between functional performance and user satisfaction and between functional performance and reputation for innovation. Aesthetic performance did not affect search engine value but did have a significant effect on reputation for innovation. User satisfaction and search engine reputation for innovation, included as backward looking and forward looking antecedents respectively, influenced user loyalty intention and commitment as anticipated. Implications of the results are discussed and future research avenues are offered.