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題名 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
作者 郭怡吟
Kuo, I Yin
貢獻者 張愛華
Chang, Ai Hwa
郭怡吟
Kuo, I Yin
關鍵詞 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
日期 2011
上傳時間 30-Oct-2012 11:18:28 (UTC+8)
摘要 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.
參考文獻 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
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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=
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描述 碩士
國立政治大學
企業管理研究所
99355026
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355026
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Hwaen_US
dc.contributor.author (Authors) 郭怡吟zh_TW
dc.contributor.author (Authors) Kuo, I Yinen_US
dc.creator (作者) 郭怡吟zh_TW
dc.creator (作者) Kuo, I Yinen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:18:28 (UTC+8)-
dc.date.available 30-Oct-2012 11:18:28 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:18:28 (UTC+8)-
dc.identifier (Other Identifiers) G0099355026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54526-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 99355026zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		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　研究問題與目的 4
第三節　研究流程 5
第二章　文獻探討 7
第一節　關鍵字廣告定義與特性 7
第二節　一致性理論 13
第三節　關鍵字廣告品牌預期一致性及品牌知名度 18
第四節　關鍵字廣告產品類別關聯度 22
第五節　認知需求 23
第六節　廣告效果 26
第三章　研究方法 33
第一節　研究架構 33
第二節　研究假設 34
第三節　實驗前測 40
第四節　實驗設計 47
第四章　研究結果 55
第一節　實驗基本敘述性統計 55
第二節　實驗信度與效度分析 63
第三節　實驗操弄檢定 64
第四節　消費者預期一致性與廣告態度之關係 68
第五節　交互作用影響效果 75
第六節　假設驗證 77
第七節　假設檢定總表 87
第五章　結論與建議 93
第一節　研究結論 93
第二節　研究貢獻 96
第三節　管理實務意涵 97
第四節　研究限制 98
第五節　後續研究建議 99
參考文獻 100
附錄一　產品名稱搜尋策略x 知名品牌 x 類別關聯度高 107
附錄二　品牌名稱搜尋策略x 預期一致品牌 x 類別關聯度高 111
附錄三　實驗前測問卷-品牌知名度與產品涉入度調查 115		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355026en_US
dc.subject (關鍵詞) 關鍵字廣告zh_TW
dc.subject (關鍵詞) 一致性理論zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.subject (關鍵詞) 認知需求zh_TW
dc.subject (關鍵詞) keywords advertisingen_US
dc.subject (關鍵詞) consistency theoryen_US
dc.subject (關鍵詞) advertising effecten_US
dc.subject (關鍵詞) need for cogntionen_US
dc.title (題名) 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zh_TW
dc.title (題名) The Influence of Expected Consistency and Relevancy of Search Results on the Effects of Keyword Advertisingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻：
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