政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118321

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118321

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118321

Title:	消費者對於數位廣告的體驗路徑研究:以GDN廣告為例 Research on consumer experience path for digital advertisement: taking GDN advertisement for example
Authors:	郭維夫 Kuo, Wei-Fu
Contributors:	白佩玉 Pai, Pei-Yu 郭維夫 Kuo, Wei-Fu
Keywords:	GDN廣告消費者體驗路徑 5A架構 GDN Consumer Experience Path 5A Framework Google Adwords
Date:	2018
Issue Date:	2018-07-03 17:39:12 (UTC+8)
Abstract:	近年來，消費者接收到廣告的媒介，已由傳統媒體(如報紙、雜誌與廣播)逐漸轉移至網路。當中，Google所提供之廣告服務-Google Adwords透過GDN(Google Display Network)廣告於全台超過兩萬個聯播網中投放廣告，並且能夠接觸到90%的網路使用者。再加上其彈性且高度客製化的投放方式，對於企業主而言，是一套十分實用的廣告投放工具。然而，企業主往往基於過去的經驗投放廣告而非站在消費者的立場去思考他們真正想要看到的廣告。因此本研究希望可以了解存在於企業主投放與消費者觀看廣告之間的差異，此為本研究最主要之研究目的。本研究首先透過文獻資料的收集再加上與企業端進行深度訪談後，了解在學術上與實務上投放GDN廣告策略時的思考要點；其後，對於消費者端進行深度訪談，並使用消費者體驗路徑(5A架構)進行整理，了解在各階段之中企業主與消費者間對於投放與觀看廣告之中的落差。重要研究發現包括於認知階段中，企業開始因應行動上網趨勢投放適合行動裝置可觀看的廣告，但所投放的內容可能因不吸引消費者而造成負向的干擾效果；於訴求階段中，企業主基於機動性的考量較偏好圖像式GDN廣告之投放，卻可能忽略不同的消費者對於不同的廣告要素與形式可能會有不同之偏好；於行動階段中，對於到達頁面之考量，企業主會重視廣告與到達頁面設計之一致性，然消費者除了這點外，對於資訊的詳細程度與購買方便性亦是十分重視。另外，在號召訊息的設計上，根據訪談者的言論，企業主除了價格訊息之外，亦要針對其客群去做設計；最後，在倡導階段中，企業主所重視的再行銷廣告對於消費者來說有其適用性，在不同情境下對於消費者會造成不同的觀感。在了解上述存於體驗路徑各階段之中的差異後，於論文尾章提出實務建議作法，以供企業主於未來投放GDN廣告時能有所參考。 Nowadays, with the vigorous development of the Internet, the medium for consumers to receive advertisements has gradually transferred from traditional media ( such as newspaper, magazine and broadcast, etc.) to the Internet.Among these, Google’s advertising service, Google Adwords, runs ads on more than 20,000 networks across country through GDN (Google Display Network) advertisement and has access to 90% of internet users. Coupled with its flexible and highly customized delivery method, Google Adwords is a very practical advertising tool for business owners. However, business owners often advertise based on their past experience instead of standing in consumer’s position to think about what they really want to see. Therefore, to understand the difference between business owners and customers when they make and watch advertisement is the main research purpose of this thesis. This study started with the collection of documentary data and in-depth interviews with companies to understand the key points of thinking about the GDN advertising strategies in academic and practical terms. Then, conduct in-depth interviews with consumers and use the “Consumer Experience Path” proposed by Kotler and others to organize and understand the difference between business owners and consumers for placing and viewing advertisement at each stage. There are several important findings in the thesis. First, companies began to place advertisements suitable for viewing on mobile devices in response to mobile internet trends. On the other side, the content they placed may cause negative interference effects because they do not attract consumers in the “awareness” stage. Secondly, in the “appeal” stage, business owners prefer the image advertisements due to the consideration of flexibility. However, they may ignore different consumers’ preferences for different advertising elements and formats. Thirdly, in the “action” stage, business owner may pay attention to the consistency of the design of the advertisement and the landing page. However, apart from this, consumers also attach great importance to the detail of information and the convenience of purchase. In addition, in the design of the “call to action”, business owners must design for their consumers as well as the price information according to the interviewers. Last but not least, in the “advocacy” stage, the remarketing advertisements business owners caring about may cause different perceptions for consumers in different situations. After sorting out the following differences among business and consumers, I put forward the practical suggestions in the end, hoping these suggestions can be referred by business owners when they launch GDN advertisement in the future.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 105363101
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105363101
Data Type:	thesis
DOI:	10.6814/THE.NCCU.MBA.005.2018.F08
Appears in Collections:	[MBA Program] Theses

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