關鍵字廣告對網路口碑傳播意願之影響：以產品類別為干擾變數

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Title:	關鍵字廣告對網路口碑傳播意願之影響：以產品類別為干擾變數
Authors:	黃憶婷
Contributors:	國際貿易學系
Keywords:	關鍵字廣告網路口碑產品類別
Date:	2010
Issue Date:	2011-10-20 13:21:16 (UTC+8)
Abstract:	1990年搜尋引擎崛起，其中關鍵字廣告便是由搜尋引擎所帶動的新興廣告，並在廣告市場中具有40%佔有率。而關鍵字廣告成功的因素在於能傳遞與企業相關的資訊給消費者；此外，關鍵字廣告低成本的特色，使中小企業亦能負擔廣告的刊登費用。近年來關鍵字廣告之議題受到企業界與學術的廣泛討論。而本研究另一項變數為網路口碑，網路口碑可提供產品資訊與推薦給消費者，以滿足缺乏產品知識的消費者。本研究主要目的在探討不同產品類別(經驗品、信用品)下，關鍵字廣告對網路口碑傳播意願之影響。本研究所分析之資料，是以餐飲業與醫療美容業之消費者為樣本來源，採用便利抽樣進行實證資料之蒐集，以中國文化大學之大學部、推廣教育部的學生與在職人士為抽樣對象，回收問卷400份，有效問卷共353份。研究結果顯示，關鍵字廣告與網路口碑呈顯著正相關，符合本研究之假說；此外，在產品類別干擾下，關鍵字廣告與網路口碑間之關係，信用品的影響更大於經驗品，亦即信用品對關鍵字廣告與網路口碑傳播的關係有負向之干擾效果是呈現顯著負相關，並不支持本研究假說。最後，根據本研究之結果提出實務策略以及後續之研究建議。 Since its inception on search engines in 1990s, keyword advertising has quickly grown into a leading forms of online advertising, accounting for 40% of today’s online advertising market. A key success factor of keyword advertising is its ability to deliver the most relevant advertisements to the customers. In addition, a small marketers can afford to compete for exposure in respective market. Therefore, keyword advertising has been gaining greater attention from marketing scholars and practitioners. The electronic word-of-mouth (eWOM) information providing both product information and recommendations can satisfy consumers. This article examines how the keyword advertising contribute to the eWOM. The article describes a study focusing on the moderating role of the product category (experience vs. credence). The surveying data source of this study is the customers of restaurant and medical cosmetic industry. 400 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sample technique.353 completed questionnaires were returned. The result show that keyword advertising is positively and significantly correlated with eWOM, supporting our hypotheses. In addition, credence goods is positively and significantly between keyword advertising and eWOM, failing to support our hypotheses. This study discusses the implication for the theory and practices, and suggestions for the future study.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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