政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101683
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/101683


    Title: 網路使用者之媒體共用偏好與 網路關鍵字廣告效果研究
    Other Titles: Simultaneous Media Usage and Web Keyword Advertising Effectiveness for Internet Users
    Authors: 蘇建州
    Su, Chien-chou
    Keywords: 媒體共用;關鍵字廣告;廣告態度;廣告訊息涉入度
    Advertising Attitude;Advertising Involvement;Simultaneous Media Usage;Advertising Effect;Keyword Advertising
    Date: 2010-04
    Issue Date: 2016-09-08 15:45:44 (UTC+8)
    Abstract: 資訊爆炸時代來臨，來自世界各地的巨量資訊，源源不絕地透過網際網路散佈、傳播，也影響到網路廣告曝露與被瀏覽或點選的機會，進而影響網路廣告的效果和商機。面對日益降低的網路廣告點選率問題，Yahoo!奇摩首先透過Overture的tracking cookie技術，提供追蹤流量服務，當使用者尋找的關鍵字和產品有關聯時，文字連結就會出現；Google則是在大幅改善網路搜尋功能後推出關鍵字廣告，成為目前世界市場佔有率最高的關鍵字搜尋網路公司，也進一步促使線上廣告的大幅成長，為網路搜尋和廣告市場帶來新的革命性的變化，也因此網路關鍵字廣告效果的相關研究也就成為重要的研究議題。 此外，有鑑於在媒體數位匯流的趨勢下，有愈來愈多的閱聽眾，特別是網路使用族群，經常會同時使用多種媒體，此即所謂的媒體共用行為。雖然閱聽眾的媒體共用可能會導致對特定媒體注意力的分散，進而降低廣告效果，然而倘若能進一步研究、善用網路與其他媒體共用的趨勢，卻也有可能是提供廣告商與廣告主一種新的廣告思維與決策方向的機會，例如可利用不同媒體特性，進行高效率、高效用的交叉廣告文案設計與媒體購買規劃，反而是產生一加一大於二的乘數廣告效果。有鑑於國內少有探討媒體共用與廣告效果關聯性之基礎與應用研究，因此本研究除將針對網路使用者之媒體共用偏好現況進行研究，也將針對「人口統計特徵」、「網路廣告態度」及「網路廣告涉入度」對於「媒體共用偏好」的關聯性進行深入探討；此外本研究也進一步分析網路使用者之媒體共用偏好對於「關鍵字廣告效果」之間的關聯性，此部分的研究結果將有助於瞭解媒體共用趨勢下，網路關鍵字廣告的可能商機。
    The objective of this study is to investigate the recent tendency in media usage, said “simultaneous media usage” in Taiwan, as well as how the associations between audience’s simultaneous media usage behavior and their construct characteristics, such as “internet advertising attitude”, “involvement of advertising messages”, and the “internet keyword ads effects”. The methods used in this study primarily involved of dissemination internet questionnaires to 314 internet users. The results were then analyzed by specifically focusing on how the keyword advertising effects are correlated with their “attitude toward internet advertising”, “the involvement of advertising messages”, “simultaneous media behavior”, and some specific “demographic variables”. The empirical results in the study have shown some strong evidences for the relationship among simultaneous media usage and effectiveness in web keyword advertising effectiveness. These results have contributed in the future research work and related issues for keyword advertising and simultaneous media usage in Taiwan.
    Relation: 新聞學研究, 103, 1-42
    Mass Communication Research
    Data Type: article
    Appears in Collections:[Mass Communication Research] Articles

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