Predictors of online search performance: A uses and gratification perspective

A study of online search, especially search performance, is vital because people heavily rely on the Internet nowadays. The purposes this are thus to examine gratification needs affecting users’ intention information online, explore antecedents and investigate information-seeking behavior according each purpose. survey users in Thailand carried out. Data collected extensively both from students workers. Four hundred fifty-three questionnaires online. Individuals use for differently, academic/ working achievement, problem-solving, personal needs. main gratifications seeking ambiance. a strong determinant user’s performance corresponding behavior. theoretical implication that researchers could apply research framework other contexts such as specific search. Information source providers findings modify resources their presentations effectively. Teachers/ managers guide students/ workers This combines U&G TPB theories. novel aspects i.e., anti-traditional media sentiment ambiance also explored.