| dc.contributor.advisor | 賴建都 | zh_TW |
| dc.contributor.author (作者) | 張逸婷 | zh_TW |
| dc.contributor.author (作者) | Chang, Yi Ting | en_US |
| dc.creator (作者) | 張逸婷 | zh_TW |
| dc.creator (作者) | Chang, Yi Ting | en_US |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-十二月-2010 12:37:33 (UTC+8) | - |
| dc.date.available | 8-十二月-2010 12:37:33 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-十二月-2010 12:37:33 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0097452008 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49497 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 97452008 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (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。 | zh_TW |
| dc.description.abstract (摘要) | Keyword advertising has become the largest source of revenue for searchengines. Now, keyword advertising has developing into a new cross-media style.Mass media not only release advertising messages but also orient consumers tosearch more details of merchandise online. As the result, the study use PluralisticResearch 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 theSuccess Factors. In the second stage, the study proceeded in experiment method.Two factors “Keyword Type” and “Product Type” are used to compose a 2X3 factorialdesign experiment, and then bring “Product involvement” and “Prior ProductKnowledge” in as the Moderator. Furthermore, the study adopted “Memory inAdvertising Message” and “Search Intention” as the depend variables.Result shows that, product involvement and prior product knowledge have asignificant positive effect to the search intention. In addition, results of keyword typeand product type are not remarkable overall.Keywords: Orienting- | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第二章 文獻探討 5第一節 關鍵字廣告 5第二節 引導式關鍵字行銷 6第三節 消費者資訊搜尋行為 7第四節 消費者與涉入度 10第五節 創新產品與創新傳佈 16第六節 廣告說服與效果 23第七節 小結 29第三章 研究方法 32第一節 研究流程 32第二節 焦點團體訪談 33第三節 深度訪談 35第四節 實驗法研究架構 37第五節 研究假設 38第六節 實驗設計 41第七節 變數之操作型定義及衡量 49第四章 研究結果與分析 53第一節 焦點團體訪談 53第二節 深度訪談 57第三節 樣本數量與描述性統計 58第四節 量表信度檢驗 63第五節 假設驗證與其他發現 64第六節 小結 75第五章 結論 78第一節 發現與討論 78第二節 研究貢獻 81第三節 研究建議 83第四節 研究限制 84參考文獻 85附錄一: 焦點團體訪談逐字稿 92附錄二: 深度訪談逐字稿 101附錄三:前測問卷 105附錄四:正式實驗問卷(一) 112附錄五:正式實驗問卷(二) 116附錄六:正式實驗問卷(三) 120附錄七:正式實驗問卷(四) 124附錄八:正式實驗刺激廣告 128 | zh_TW |
| dc.format.extent | 3565627 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097452008 | en_US |
| dc.subject (關鍵詞) | 關鍵字廣告 | zh_TW |
| dc.subject (關鍵詞) | 引導式關鍵字行銷 | zh_TW |
| dc.subject (關鍵詞) | 創新產品 | zh_TW |
| dc.subject (關鍵詞) | 涉入度 | zh_TW |
| dc.subject (關鍵詞) | 先前產品知識 | zh_TW |
| dc.subject (關鍵詞) | 搜尋行為 | zh_TW |
| dc.title (題名) | 引導式關鍵字行銷-影響消費者搜尋意願因素之研究 | zh_TW |
| dc.title (題名) | Orienting-marketing-a study of effects of consumers` search intention | en_US |
| dc.type (資料類型) | thesis | en |
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