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Building upon known behavioural theories (Theory of Planned Behaviour, Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology) this paper conceptualizes and develops a context-specific model for understanding the factors that influence the decision of businesses to utilize SEA. The conceptual model of the paper proposes that this decision is influenced by four direct factors (attitude toward SEA, subjective norms, perceived control over SEA, perceived benefits of SEA) and ten indirect factors (trust in search engines, perceived risk of SEA, ability to manage keywords and bids, ability to analyse and monitor outcomes, ability to detect click fraud, advertising expertise, using third party tools, using external experts, perceived complexity of SEA tool, commitment to SEA).The study also identifies future research directions.<\/p>","DOI":"10.4018\/jeis.2013070102","type":"journal-article","created":{"date-parts":[[2013,8,5]],"date-time":"2013-08-05T19:31:16Z","timestamp":1375731076000},"page":"22-38","source":"Crossref","is-referenced-by-count":6,"title":["Determinant of Intention to Use Search Engine Advertising"],"prefix":"10.4018","volume":"9","author":[{"given":"Hamed","family":"Jafarazdeh","sequence":"first","affiliation":[{"name":"School of Information Systems, Technology and Management, University of New South Wales, Sydney, NSW, Australia"}]},{"given":"Ayb\u00fcke","family":"Aurum","sequence":"additional","affiliation":[{"name":"School of Information Systems, Technology and Management, University of New South Wales, Sydney, NSW, Australia"}]},{"given":"John","family":"D\u2019Amba","sequence":"additional","affiliation":[{"name":"School of Information Systems, Technology and Management, University of New South Wales, Sydney, NSW, Australia"}]},{"given":"Babak","family":"Abedin","sequence":"additional","affiliation":[{"name":"Department of Business and Economics, Macquarie University, Sydney, NSW, Australia"}]}],"member":"2432","reference":[{"key":"jeis.2013070102-0","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"jeis.2013070102-1","doi-asserted-by":"crossref","first-page":"55","DOI":"10.4018\/jeis.2010100104","article-title":"Factors that determine the adoption of cloud computing: A global perspective.","volume":"6","author":"B.Arinze","year":"2010","journal-title":"International Journal of Enterprise Information Systems"},{"key":"jeis.2013070102-2","first-page":"79","article-title":"Your website: Greater visibility and return of investment through search engine marketing.","volume":"28","author":"T.Arsenault","year":"2008","journal-title":"Journal Of Library & Information Technology"},{"key":"jeis.2013070102-3","doi-asserted-by":"publisher","DOI":"10.2307\/4132332"},{"key":"jeis.2013070102-4","doi-asserted-by":"publisher","DOI":"10.1037\/0003-066X.37.2.122"},{"key":"jeis.2013070102-5","doi-asserted-by":"publisher","DOI":"10.1016\/0378-7206(94)90054-X"},{"key":"jeis.2013070102-6","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-642-05197-5_8"},{"key":"jeis.2013070102-7","doi-asserted-by":"publisher","DOI":"10.1057\/rpm.2008.64"},{"key":"jeis.2013070102-8","doi-asserted-by":"publisher","DOI":"10.1287\/isre.10.2.167"},{"key":"jeis.2013070102-9","doi-asserted-by":"crossref","unstructured":"Chen, Y., Xue, G.-R., & Yu, Y. 2008. 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