From a user-centered perspective, an effective search engine needs to attract new users to try out its features, and retain those users so that they continue using the features. In this article, we investigate the relations between users' motivation for using (i.e., trying out and continuing to use) a search engine and the engine's functional features. Based on Herzberg's two-factor theory (F. Herzberg, 2003; F. Herzberg, M. Bernard, & B. Snyderman, 1959), the features can be categorized as hygiene factors and motivation factors. Hygiene factors support the query process and provide a basic "task context" for information seeking that allows users to access relevant information. Motivation factors, on the other hand, help users navigate (i.e., browse) and comprehend the retrieved information, related to the "task-content" aspect of information seeking. Given the consistent findings that hygiene factors induce work motivation for a shorter period of time, it is hypothesized that hygiene factors are more effective in attracting users; while motivation factors are more effective in retaining than in attracting users. A survey, with 758 valid participants, was conducted to test the hypotheses. The empirical results provide substantial support for the proposed hypotheses and suggest that the two-factor theory can account for the motivation for using a search engine.
IntroductionSearch engines have become one of the most important Web services because of the rapid growth in the amount of information available on the Internet. Increasingly advanced features are being developed to improve the standard of service provided to search engine users. However, for search engine designers, choosing from the abundance of features on a design checklist presents a challenging task. Therefore, a theoretical framework should be developed as the basis Received April 21, 2007; revised April 16, 2008; accepted April 16, 2008 © 2008 ASIS&T • Published online 9 July 2008 in Wiley InterScience (www.interscience.wiley.com). DOI: 10.1002/asi.20889 for systematic categorization of search engine features. Such a framework also should take account of the relationships between categories of features and users' motivations for using them. By knowing what kinds of features motivate usage, search engine designers can focus on and improve the features that stimulate and strengthen a user's motivation rather than on enhancing aspects of the physical system's performance that are not as highly appreciated by users.Inspired by the two-factor theory of job motivation (Herzberg, 2003;Herzberg, Bernard, & Snyderman, 1959), we propose classifying search engine features in terms of hygiene and motivation factors. It is assumed that there exists an analogy between the motives of search engine operators in servicing people's information-seeking needs and the motives of organizations that encourage employees to work harder. In other words, both provide basic functionalities to support a task's context (i.e., hygiene factors) and motivating features that e...