Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54526
|
| Title: | 搜尋結果之預期一致性與關聯性對關鍵字廣告效果之影響
The Influence of Expected Consistency and Relevancy of Search Results on the Effects of Keyword Advertising |
| Authors: | 郭怡吟
Kuo, I Yin |
| Contributors: | 張愛華
Chang, Ai Hwa
郭怡吟
Kuo, I Yin |
| Keywords: | 關鍵字廣告
一致性理論
廣告效果
認知需求
keywords advertising
consistency theory
advertising effect
need for cogntion |
| Date: | 2011 |
| Issue Date: | 2012-10-30 11:18:28 (UTC+8) |
| Abstract: | 隨著消費者對網路使用習慣與依賴度提升，網路廣告目前在消費者端的發展日趨成熟，尤其是關鍵字廣告；因其更能精準的鎖定目標顧客，以及成本相對低廉，受到廣告主的青睞與重視，在廣告市場的規模明顯成長。近年來更有許多企業藉由搭便車(piggybacking)的關鍵字廣告方式，購買競爭對手、通路品牌或非企業本身的產品名稱等關鍵字詞組，作為自己的關鍵字廣告，增加企業廣告的曝光機會。
本研究以實驗法操弄消費者使用不同的搜尋策略，產生的搜尋結果與品牌預期一致性及類別關聯探討關鍵字廣告的效果，共計發放642份問卷經由多變量變異數分析等方法，得出研究結論如下：
1. 以產品名稱搜尋，消費者對知名品牌的廣告產品態度與廣告品牌態度明顯優於不知名品牌。
2. 以品牌名稱搜尋，消費者對與預期一致的品牌的廣告注意、正面廣告態度、廣告產品態度、廣告品牌態度皆明顯優於非預期的品牌。
3. 關鍵字廣告產品與消費者預期搜尋的產品關聯高時，則消費者對廣告注意與瞭解程度顯著高於產品類別關聯低之產品；同時，對關鍵字之正面廣告態度、產品及品牌態度皆優於產品關聯低的廣告。
4. 認知需求會增強消費者對廣告產品類別關聯高的關鍵字廣告的瞭解能力與提升對廣告產品的態度。
5. 認知需求對搜尋結果是否與預期一致或知名品牌之廣告效果的調節效果不顯著。
As consumers are relying more and more on the internet, web advertising has become more mature on the consumers’ side, especially for keywords advertising. Advertisers have favored keywords advertising due to its ability to precisely target its customer and relatively low cost, which resulted in a significant growth in the advertising market. Recently, many companies started to use piggybacking as a keyword advertising method, buying keyword phrases of competitors, channel brands or product names to use as their own keyword advertisement, in order to increase the exposure of their corporate advertisement.
This study used an experimental method to manipulate consumers using different search strategies, and investigated the influence of brand expected consistency and category relevancy. A total of 642 questionaires were analyzed by using MANCOVA analysis, and resulted in the following conclusions:
1. Search by product name: Consumers’ attitude toward advertising product and advertising brand were significantly better for well-known brands compared to unknown brands.
2. Search by brand name: Consumers’ advertising notice, attitude towards positive advertising, advertising product and advertising brand attitudes were significantly better for the expected consistency brand compared to inconsistency brands.
3. Consumers’ advertising notice, understanding, attitude towards positive advertising, advertising product and advertising brand were significantly better for highly relevant product categories compared to low relevant product categories of consumers’ search.
4. Consumers’ need for cognition enhanced the ability for consumers to understand the keyword advertising and raised their attitude towards the advertised product.
5. Consumers’ need for cognition regarding search results on the brand expected consistency or brand familiarity towards advertising effect was not significant to become a moderator. |
| Reference: | 中文文獻：
1.Dentsu (2012)，日本電通台灣社，Retrieved 2012/02/26, from http://www.dentsu.com.tw/#/about
2.Google (2012)，Google搜尋引擎關鍵字搜尋結果頁面 Retrieved 2012/03/20, from https://www.google.com/#hl=zh-TW&site=&source=hp&q=%E9%97%9C%E9%8D%B5%E5%AD%97%E5%BB%A3%E5%91%8A&oq=%E9%97%9C%E9%8D%B5%E5%AD%97%E5%BB%A3%E5%91%8A&aq=f&aqi=&aql=&gs_l=hp.3...58734.67065.0.67263.37.26.1.0.0.6.952.6383.4j8j3j2j0j3j2.25.0...0.0.0UjwqSh0ReU&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=9f3c6bd98fd9e0d4&biw=1280&bih=675
3.IAMA(2011)，2010網路廣告量統計暨2011預測報告 Retrieved Feb 28, 2012, from http://www.iama.org.tw/upload/ResourceTrend/20110301051121051.pdf
4.李翠玲(2008)，網路關鍵字廣告之廣告效果分析(未出版碩士論文)。世新大學，臺北市。
5.林震岩(2007)，多變量分析: SPSS的操作與應用，台灣：智勝文化事業有限公司。
6.周樹林、陳樺誼(2006)，入口網站商業模式分析，Retrieved 2012/02/28, from http://mic.iii.org.tw/aisp/reports/reportdetail2.asp?sesd=564962161&docid=CDOC20060908003&doctype=RC&cate=&smode=1&countrypno=
7.經濟部中小企業處(2011)，99年中小企業重要統計，Retrieved 2012/02/28, from http://www.moeasmea.gov.tw/ct.asp?xItem=9504&ctNode=689&mp=1
英文文獻：
1.Armstrong, S., & Barrett, N. (2001). Advertising on the Internet: how to get your message across on the World Wide Web: Kogan Page.
2.Bailey, J. R., & Strube, M. J. (1991). Effects of Need for Cognition on Patterns of Information Acquisition. Paper presented at the Society for Consumer Psychology.
3.Barsalou, L. W. (2000 ). Concepts: Structure. Encyclopedia of psychology. In A.E., Kazdin, 2, 245-248.
4.Beattie, A. E., & Mitchell, A. A. (1985). The relationship between advertising recall and persuasion: An experimental investigation Psychological processes and advertising effects (pp. 129-155): Hillsdale, NJ: Erlbaum.
5.Belch, G. E. (1982). The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance. Journal of Consumer Research, 9(1), 56-65.
6.Berthon, P., Pitt, L. F., & Watson, R. T. (1996). The World Wide Web as an advertising medium. Journal of Advertising Research, 36(1), 43-54.
7.Bettman, J. R. (1979). An information processing theory of consumer choice. CA: Addison-Wesley Pub. Co.
8.Blattberg, R., & Deighton. (1991). Interactive Marketing: Exploring the Age of Addressability. Sloan Management Review, 33(1), 5-14.
9.Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
10.Briggs, R., & Hollis, N. (1997). Advertising on the web: Is there response before click-through? Journal of Advertising Research, 37, 33-46.
11.Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology; Journal of Personality and Social Psychology, 42(1), 116-131.
12.Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of personality assessment, 48(3), 306-307.
13.Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Central and peripheral routes to persuasion: An individual difference perspective. Journal of personality and social psychology, 51(5), 1032-1043.
14.Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of personality and social psychology, 45(4), 805-818.
15.Campbell, M. C., & Goodstein, R. C. (2001). The moderating effect of perceived risk on consumers’ evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28(3), 439-449.
16.Cohen, A. R., Stotland, E., & Wolfe, D. M. (1955). An experimental investigation of need for cognition. The Journal of Abnormal and Social Psychology, 51(2), 291-294.
17.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
18.Dens, N., & De Pelsmacker, P. (2010). How advertising strategy affects brand and USP recall for new brands and extensions. International Journal of Advertising, 29(2), 165.
19.Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
20.Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.
21.Epstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). Individual differences in intuitive–experiential and analytical–rational thinking styles. Journal of personality and social psychology, 71(2), 390-405.
22.Faber, R. J., Lee, M., & Nan, X. (2004). Advertising and the consumer information environment online. American Behavioral Scientist, 48(4), 447-466.
23.Fain, D. C., & Pedersen, J. O. (2006). Sponsored search: A brief history. Bulletin of the American Society for Information Science and Technology, 32(2), 12-13.
24.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. MA: Addison-Wesley Pub. Co.
25.Fisk, S. T., & Neuberg, S. L. (1990). A continuum of impression formation, from category-based to individuating processes: Influences of information and motivation on attention and interpretation. Advances in experimental social psychology, 23, 1-74.
26.Fiske, S. T. (1982). Schema-triggered affect: Applications to social perception Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition (pp. 55-78): L. Erlbaum Associates.
27.Gardner, M. P., Mitchell, A. A., & Russo, J. E. (1985). Low involvement strategies for processing advertisements. Journal of Advertising, 14(2), 4-12.
28.Goodstein, R. C. (1993). Category-based applications and extensions in advertising: Motivating more extensive ad processing. Journal of Consumer Research, 20(1), 87-99.
29.Gopalakrishna, S., & Lilien, G. L. (1995). A Three-Stage Model of Industrial Trade Show Performance. Marketing Science, 14(1), 22-42.
30.Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. Journal of Marketing, 46(1), 94-101.
31.Greenberg, K. (2000). Search Patterns. [Article]. MediaWeek, 10(35), 72.
32.Ha, L. (1996). Observations: advertising clutter in consumer magazines: dimensions and effects. Journal of Advertising Research, 36(4), 76-84.
33.Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592.
34.Hair, Black, Babin, & Anderson. (2010). Multivariate Data Analysis: A Global Perspective. NJ: Pearson Education.
35.Hastie, R., & Kumar, P. A. (1979). Person memory: Personality traits as organizing principles in memory for behaviors. Journal of personality and social psychology, 37(1), 25-38.
36.Hawkins, D., Best, R., & Coney, K. (2001). Consumer behavior: building marketing strategy (8 ed.). Boston: Irwin McGraw-Hill.
37.Hawkins, D. T. (1994). Electronic advertising on online information $y$tem$. Online, 18(2), 26-26.
38.Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 18(4), 475-492.
39.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.
40.IAB. (2010). IAB Internet Advertising Revenue Report Retrieved 2012/03/06, from http://www.iab.net/insights_research/industry_data_and_landscape/adrevenuereport
41.Janoschka, A. (2004). Web advertising: new forms of communication on the Internet: John Benjamins Pub.
42.Jansen, B. J., & Mullen, T. (2008). Sponsored search: An overview of the concept, history, and technology. International Journal of Electronic Business, 6(2), 114-131.
43.Jansen, J. (2011). Understanding Sponsored Search: Core Elements of Keyword Advertising. NY: Cambridge University Press.
44.Katz, D. (1960). The functional approach to the study of attitudes. Public opinion quarterly, 24(2), 163-204.
45.Keller, K. L. (1987). Memory factors in advertising: The effect of advertising retrieval cues on brand evaluations. Journal of Consumer Research, 14(3), 316-333.
46.Keller, K. L. (1991). Cue compatibility and framing in advertising. Journal of Marketing Research, 28(1), 42-57.
47.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
48.Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. The Journal of Marketing, 97-105.
49.Kim, N. Y., & Sundar, S. S. (2010). Relevance to the Rescue: Can “Smart Ads” Reduce Negative Response to Online Ad Clutter? Journalism & Mass Communication Quarterly, 87(2), 346-362.
50.Komatsu, L. K. (1992). Recent views of conceptual structure. Psychological bulletin, 112(3), 500-526.
51.Kotler, P., & Keller, K. L. (2006). Marketing Management (12 ed.). NJ: Prentice Hall.
52.Lange, F., & Dahlén, M. (2003). Let’s be strange: brand familiarity and ad-brand incongruency. Journal of Product & Brand Management, 12(7), 449-461.
53.Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of consumer marketing, 12(4), 11-19.
54.Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
55.Lee, K., & Seda, C. (2009). Search Engine Advertising: Buying Your Way to the Top to Increase Sales: New Riders.
56.Li, H., & Leckenby, J. D. (2004). Internet advertising formats and effectiveness. Center for Interactive Advertising, available at: http://www.ciadvertising.org/studies/reports/measurement/ad_format_print.pdf.
57.Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology and Marketing, 11(5), 417-445.
58.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
59.Mandler, G. (1982). The structure of value: Accounting for taste Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition (pp. 3-36): L. Erlbaum Associates.
60.Mehta, R., & Sivadas, E. (1995). Direct marketing on the Internet: An empirical assessment of consumer attitudes. Journal of Direct Marketing, 9(3), 21-32.
61.Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.
62.Mitchell, A. A. (1979). Involvement: A potentially important mediator of consumer behavior. Advances in consumer research, 6(1), 191-196.
63.Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
64.Morris, C. D., Stein, B. S., & Bransford, J. D. (1979). Prerequisites for the utilization of knowledge in the recall of prose passages. Journal of Experimental Psychology: Human Learning and Memory, 5(3), 253.
65.Navon, D., & Gopher, D. (1979). On the economy of the human-processing system. Psychological Review, 86(3), 214.
66.Nickell, D., Cornwell, T. B., & Johnston, W. J. (2011). Sponsorship-linked marketing: a set of research propositions. Journal of Business & Industrial Marketing, 26(8), 577-589.
67.Novak, T. P., & Hoffman, D. L. (1997). New metrics for new media: toward the development of Web measurement standards. World Wide Web Journal, 2(1), 213-246.
68.Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3 ed.). New York: Mc-GrawHill.
69.Olson, D. (1985). The Characteristics of High-Trial New-Product Advertising. Journal of Advertising Research, 25(5), 11-16.
70.Park, C. W., Feick, L., & Mothersbaugh, D. L. (1992). Consumer knowledge assessment: How product experience and knowledge of brands, attributes, and features affects what we think we know. Advances in consumer research, 19(3), 193-198.
71.Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274.
72.Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. NY: Springer-Verlag.
73.Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518.
74.Rosso, M. A., & Jansen, B. J. (2010). Brand Names as Keywords in Sponsored Search Advertising. Communications of the Association for Information Systems, 27(1), 81-98.
75.Rutz, O., & Bucklin, R. E. (2007). A model of individual keyword performance in paid search advertising. Working paper, Yale University, New Haven, CT
76.Schlinger, M. J. (1979). A profile of responses to commercials. Journal of Advertising Research, 19(2), 37-46.
77.Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users` attitudes toward Internet advertising. Journal of interactive marketing, 13(3), 34-54.
78.Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10(2), 9-48.
79.Sicilia, M., Ruiz, S., & Munuera, J. L. (2005). Effects of interactivity in a web site. Journal of Advertising, 34(3), 31-45.
80.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(2), 30-42.
81.Strong, E. K., Jr. (1925). Theories of selling. Journal of Applied Psychology, 9(1), 75-86.
82.Sundar, S. S., & Kalyanaraman, S. (2004). Arousal, memory, and impression-formation effects of animation speed in web advertising. Journal of Advertising, 33(1), 7-17.
83.Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
84.Tuten, T. L., & Bosnjak, M. (2001). Understanding differences in web usage: The role of need for cognition and the five factor model of personality. Social Behavior and Personality, 29(4), 391-398.
85.Vakratsas, D., & Ambler, T. (1999). How advertising works: what do we really know? Journal of Marketing, 63(1), 26-43.
86.Wilkie, W. L. (1994). Consumer behavior (3 ed.). New York: Wiley.
87.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
88.Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
89.Zeff, R. L., & Aronson, B. (1999). Advertising on the Internet. New York: John Wiley & Sons, Inc. . |
| Description: | 碩士
國立政治大學
企業管理研究所
99355026
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099355026 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 502601.pdf | 2867Kb | Adobe PDF2 | 539 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
