Why Google Cannot Beat Baidu in China Search Engine Market

Recently years, international software providers encounter fierce competition from indigenous software providers in China market. In searching engine market, compared with Google, Baidu is a latecomer. However, by shaping to local userspsila demand, Baidu is dominating the market now. What are the key reasons why Baidu wins the battle with Google? How Baidu leverage local userspsila behavior and get more market share than Google? Is there any vital strategy which leads the success of Baidu? In this paper, we develop a conceptual model to analyze why users want to adopt and stay in Baidu/Google. In contrast with user adoption literature, we investigate userspsila intention to use and continuance intention separately. By discriminating users who stay at Google/Baidu with those who are new to these websites, we may get better understand of the market share competition. This paper sheds lights on practitioners who are planning to enter China market by providing practical experiences. Also, this paper helps researchers understand more about userspsila motivation to adopt and continue using of IT systems.