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In addition, it aims to consider two kinds of intentions in the theory of planned behaviour (TPB) to facilitate the translation of intentions into behaviour.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Research constructs were drawn from pre\u2010validated measurement items. An online survey was conducted at my3q.com. A total of 368 surveys were returned. The results were analysed using structural equation modelling with Smart PLS 2.0.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results show that flow experience positively affects the users' attitude toward keyword searching, the intention to search keywords, controllability, and self\u2010efficacy. The antecedent belief of perceived creativity also positively influences the attitude toward keyword searching. The overall TPB model is effective in terms of predicting consumers' online keyword search behaviours; the intention to purchase a product especially affects a consumer's intention to search keywords online.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>To attract consumers companies have to use combined marketing strategies to provide creative advertisements to make their products look appealing. Moreover, advertisements that are fun and make people feel curious would also be appealing and make the consumers feel that they are able or resourceful enough to find the keywords.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Two kinds of intentions \u2013 intention to purchase a product and intention to search keywords online \u2013 are simultaneously considered in this study. Moreover, the combination of flow theory, perceived creativity and TPB demonstrates an appropriate theoretical basis to examine consumers' online keyword search behaviours.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14684521111127998","type":"journal-article","created":{"date-parts":[[2011,4,9]],"date-time":"2011-04-09T07:15:29Z","timestamp":1302333329000},"page":"177-193","source":"Crossref","is-referenced-by-count":22,"title":["An empirical investigation of online users' keyword ads search behaviours"],"prefix":"10.1108","volume":"35","author":[{"given":"Sheng","family":"Wu","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Cathy S.","family":"Lin","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jean","family":"Lin","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022012719542366500_b1","doi-asserted-by":"crossref","unstructured":"Adarves\u2010Yorno, I., Postmes, T. and Haslam, S.A. 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