關鍵字搜尋意圖、涉入程度與資訊搜尋行為對廣告效果的影響－以Google Adwords為例

Abstract

Focus on marketing strategy digital age, most commonly used in the virtual environment than Internet advertising, according to Digital Marketing Franchise Association statistics, in 2013 the first half of Taiwan's overall Internet advertising market reached 6.265 billion, according to Worldstream another survey, from the third quarter of 2010 to the second quarter of 2011 were within a year's time, Google (Google) revenues of $ 33.3 billion, of which 97% are from the Google AdWords keyword advertising as the main source of income has become the most popular network one ad. In this study, we used the price effect concept proposed by Monroe and Krishnan (1985) to explore whether consumers were influenced by relevant variables. We used keyword search intentions, information searching behavior, involvement degrees, and advertising effect variables to develop a framework for the study. Based on the Google search engine, we explored whether the effects of keyword advertising on the Internet were influenced by the consumers' degree of involvement, and whether keyword search intentions increased the degree of consumer involvement, which eventually influences the effects of advertising. The research results showed that based on the empirical data of 356 valid questionnaires, the intensity of keyword search intentions positively affected information searching behaviors. In addition, the degrees of advertisement involvement positively affected information searching behaviors and advertising effects. The intensity of information searching behaviors also positively affected advertising effects, which supported the research hypothesis. We suggest that enterprises or manufacturers use keyword advertising frequently and enhance the layouts of their advertisements to increase the amount of sales generated through online marketing.