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    題名: 引導式關鍵字行銷-影響消費者搜尋意願因素之研究
    Orienting-marketing-a study of effects of consumers` search intention
    作者: 張逸婷
    Chang, Yi Ting
    貢獻者: 賴建都
    張逸婷
    Chang, Yi Ting
    關鍵詞: 關鍵字廣告
    引導式關鍵字行銷
    創新產品
    涉入度
    先前產品知識
    搜尋行為
    日期: 2009
    上傳時間: 2010-12-08 12:37:33 (UTC+8)
    摘要: 關鍵字廣告現已成為搜尋引擎最大的收入來源，全球付費搜尋廣告的年增率被預測有37%，並將在2010將達到330億美金的市場。現今，關鍵字廣告已發展成跨媒體的形式。大眾媒體除了以傳統的形式傳達廣告訊息以外，同時誘使消費者進一步上搜尋引擎搜尋商品資訊。並藉由此形式而發展出新型態的「引導式關鍵字行銷」。因此，本研究採用多元性研究方法（Pluralistic Research Methodologies）以探討此種新型態廣告的效果及如何提升消費者的搜尋意願?
    本研究結合質化及量化研究。第一階段透過質化研究的焦點團體訪談法(FGD，Focus Group Discussion)蒐集消費者對整合性關鍵字行銷的意見，以釐清本研究之問題核心，並與業界人士進行深入訪談以了解實務運作模式及成功關鍵。第二階段則採實驗法進行研究，將「關鍵字類型」(分為兩層次:品牌名稱相關、產品屬性相關)以及「產品類型」(分為三層次:低度創新產品、中度創新產品、高度創新產品)設為自變項，並將廣告溝通效果作為應變項，分別為「廣告記憶」與「搜尋意願」。除此之外，並將可能干擾實驗結果的兩項因素視為個人差異變項加以分析，分別為「產品涉入度」與「先前產品知識」。
    研究結果顯示，消費者產品涉入度及先前產品知識對搜尋意願有顯著的正向影響。同時，消費者在對產品有需求時會有較高的搜尋意願。而關鍵字類型及產品創新性對消費者的搜尋意願並沒有造成顯著影響。
    Keyword advertising has become the largest source of revenue for search
    engines. Now, keyword advertising has developing into a new cross-media style.
    Mass media not only release advertising messages but also orient consumers to
    search more details of merchandise online. As the result, the study use Pluralistic
    Research Methodologies to investigate how to Increase consumers’ search intention.
    The first stage we use Focus Group Discussion to clarify the research questions.
    And do Depth interview with Industry to understand the Practical operation and the
    Success Factors. In the second stage, the study proceeded in experiment method.
    Two factors “Keyword Type” and “Product Type” are used to compose a 2X3 factorial
    design experiment, and then bring “Product involvement” and “Prior Product
    Knowledge” in as the Moderator. Furthermore, the study adopted “Memory in
    Advertising Message” and “Search Intention” as the depend variables.
    Result shows that, product involvement and prior product knowledge have a
    significant positive effect to the search intention. In addition, results of keyword type
    and product type are not remarkable overall.
    Keywords: Orienting-
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    參、網頁文獻
    台北市網際網路廣告暨媒體經營協會 (2007)。〈2007年台灣網路廣告量統計暨2008預測報告〉。 上網日期： 2010年2月23日，取自 http://www.iama.org.tw/03events_01news_content.asp?nno=16
    台北市網際網路廣告暨媒體經營協會(2010)。 〈2009台灣網路廣告量調查報告〉。 上網日期: 2010年7月12日，取自http://www.iama.org.tw/03events_01news_content.asp?nno=31
    全球華文行銷知識庫 (2008)。 上網日期：2009年10月20日，取自 http://www.cyberone.tw
    創市際市場研究顧問 (2009)。〈2009年 3月 創市際各類媒體關鍵字調查〉。上網日期： 2010年2月23日，取自 http://www.insightxplorer.com/specialtopic/2009_3_keyword.htm
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    Yahoo奇摩 (2009)。〈Yahoo奇摩網路行銷〉。上網日期：2010年2月23日，取自 http://tw.emarketing.yahoo.com/ems2/
    Yahoo奇摩 (2010)。〈2009之最〉。上網日期：2010年3 月26日，取自http://yahoo.atlaspost.com/Tw.promotions.yahoo.com/YIR2009/top10.php?cid=31
    描述: 碩士
    國立政治大學
    廣告研究所
    97452008
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097452008
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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