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Exploring relations between search queries and consumer decision making intents : Using an innovative approach to resemble a search engine and study search query anatomy.

Oltwater, S.A.J. (2020) Exploring relations between search queries and consumer decision making intents : Using an innovative approach to resemble a search engine and study search query anatomy.

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Abstract:Search engines have become a primary source of information for consumers and the popularity of search engines keeps increasing. In this exploratory study we focused on finding relations between search queries and consumer decision making intents (CDM-intent). Based on the literature we propose a model to study search query anatomy in relation to decision making intent, the Search Query Anatomy Model. In our experiment we developed an innovative approach to study the assumptions of the SQA-model. We choose to develop an online questionnaire with a build in search engine that resembled Google and simulated a search process. We found that CDM-intent can be predicted through the analyses of search query anatomy. We found for example that the chance of writing a search query according to the assumptions of our model increases with 61% for the corresponding consumer decision making intent. Additionally, we found that topic familiarity and media expertise influence the formulation of queries. This study was mainly exploratory thus further research is needed to further improve our model, test the model in different contexts and explore more approaches to study CDM-intent through search query analysis.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80922
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