Customer attitude towards search engine advertising on e-commerce

Abstract

Search advertising is a service supplied by Internet search engines in which the advertisers make the list of specific keywords and create a text ad to appear when the users search for those keywords. E-commerce business takes advantage of these prominent search tool in term of increasing the customer conversion in shopping behavior. Nowadays, the number of shopping demand is increasing due to the raise of list of search queries on search engine. This article records an attempt to explore the direct and moderate relationship of search engine and customer behavior in the online context. To test the conceptual framework, SEM-PLS has been used to analyze the data collected from customers in Ho Chi Minh City who usually use search engine to seek for information while shopping online. This finding can help marketers and business who have website for online services to catch consumers attitudes, develop effective SEA plan to gain more traffic to website. Keywords: e-commerce, online shopping, search engine, search engine advertising, customer behavior, customer attitude