AN ANALYSIS OF FACTORS INFLUENCING  GOOGLE USER BEHAVIOR USING STRUCTURAL EQUATION MODELING (SEM)

Ari Kusyanti; Rakhmadhany Primananda; Harin Puspa A.C

Ari Kusyanti Universitas Brawijaya
Rakhmadhany Primananda Universitas Brawijaya
Harin Puspa A.C Universitas Brawijaya

Keywords: Google, SEM, privacy concern, user behaviour

Abstract

Google is a multinational technology company focusing on Internet-related products and
services, such as email and social media. To be able to be enjoy a range of services from
Google, a user is required to have a Google account. In the process of registration of a
new Google account, a user will always be asked some data related to the user's identity.
As a big company that highly values the privacy of users, Google includes a privacy
policy that contains about how Google uses data that has been shared by its user and the
reason why Google needs to ask some users' private data. The object of this study is to
analyze the behavior of users regarding Google. Data are taken from 275 respondents
by using online and papaer-based questionnaire. SEM is used as data analysis method
with 11 construct variables. The result of this study confirms that trust is one of the
factors that affect user behaviour intention to use Google, apart from perceived
usefulness and perceived ease of use.

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