Analysis of Search Engines and Meta Search Engines\\\' Position by University of Isfahan Users Based on Rogers\\\' Diffusion of Innovation Theory

The present study investigated the analysis of search engines and meta search engines adoption process by University of Isfahan users during 2009-2010 based on the Rogers' diffusion of innovation theory. The main aim of the research was to study the rate of adoption and recognizing the potentials and effective tools in search engines and meta search engines adoption among University of Isfahan users. The research method was descriptive survey study. The cases of the study were all of the post graduate students of the University of Isfahan. 351 students were selected as the sample and categorized by a stratified random sampling method. Questionnaire was used for collecting data. The collected data was analyzed using SPSS 16 in both descriptive and analytic statistic. For descriptive statistic frequency, percentage and mean were used, while for analytic statistic t-test and Kruskal-Wallis non parametric test (H-test) were used. The finding of t-test and Kruscal-Wallis indicated that the mean of search engines and meta search engines adoption did not show statistical differences gender, level of education and the faculty. Special search engines adoption process was different in terms of gender but not in terms of the level of education and the faculty. Other results of the research indicated that among general search engines, Google had the most adoption rate. In addition, among the special search engines, Google Scholar and among the meta search engines Mamma had the most adopting rate. Findings also showed that friends played an important role on how students adopted general search engines while professors had important role on how students adopted special search engines and meta search engines. Moreover, results showed that the place where students got the most acquaintance with search engines and meta search engines was in the university. The finding showed that the curve of adoption rate was not normal and it was not also in S-shape. Morover, among simple and advanced pages of Google, a specific bias toward simple search pages could be seen in users. This part of the study confirmed Rogers’ theory. Other results of the study indicated that renouncement of innovation was not only in decision phase. This part of the investigation was in conflict with Rogers’ theory.