在搜尋結果頁面中瀏覽者對關鍵字廣告與自然搜尋間點選行為的研究

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/25831

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25831

Title:	在搜尋結果頁面中瀏覽者對關鍵字廣告與自然搜尋間點選行為的研究 A Study about Visitors Click Behavior between Keyword Advertising and Organic in Search Engine Results Page
Authors:	吳宓靜 Wu, Mi Cheng
Contributors:	國際貿易學系
Keywords:	關鍵字廣告贊助結果自然搜尋結果廣告避免 keyword advertising sponsored results organic results ad avoidance
Date:	2013-06
Issue Date:	2013-10-31 13:44:57 (UTC+8)
Abstract:	由於網路使用人口逐年增加，網路廣告成為廣告業者重要的平台之一，其中尤以關鍵字廣告特別受到業主們的喜愛。因為關鍵字廣告可與搜尋者所輸入的關鍵字做匹配，因此被認為與其他廣告相比能獲得較高的點擊率。過去許多關於關鍵字廣告之相關研究也多著重於關鍵字廣告與關鍵字之匹配的相關性，因此認為關鍵字廣告的點擊率甚高。本研究以廣告避免的角度探討關鍵字廣告的實質效益。利用模擬的線上實驗室進行研究，以模擬Yahoo!奇摩搜尋引擎的入口網站，讓瀏覽者自行輸入關鍵字，並進行搜尋結果連結的點選。實驗中一共有228位成功受試者。研究結果發現，在搜尋結果頁面中，點選自然搜尋結果的人數，明顯比點選關鍵字廣告結果的人數高出許多。此外延伸實驗結果也顯示，即使自然搜尋結果與關鍵字廣告結果的擺放位置進行隨機調換，自然搜尋結果的點擊率仍然高於關鍵字廣告許多。結果顯示，關鍵字廣告雖然與瀏覽者所輸入之關鍵字具高度相關，但關鍵字廣告仍屬一種網路廣告，就如其他網路廣告一樣，會干擾瀏覽者進行特定任務的瀏覽與搜尋，因此瀏覽者仍會出現廣告避免行為。 As Internet use of population increases every year, Internet advertising industry to become one of the platforms is important, especially in keyword advertising particularly affected owners alike. Because keyword advertising with search keywords entered by those who do match, it is considered as compared with other advertising to get a higher CTR. Many past studies on keyword advertising is also more emphasis on keyword advertising and keyword relevance of the match, so that keyword advertising click-through rate high. In this study, the perspective of advertising to avoid substantive benefits of keyword advertising. Using simulated online research laboratory to simulate the Yahoo! Search engine portal site that allows visitors to enter their own keywords and click on a search result link. Experiment, a total of 228 subjects were successful. The results showed that in the search results page, click on the number of natural search results, significantly higher than the number of results click keyword advertising is much higher. Further extension results also show that even the natural search results and the results of keyword advertising placement random exchange, natural search results of keyword advertising click-through rate is still higher than many. The results showed that keyword advertising although the keywords entered surfers highly correlated, but still one kind of keyword advertising Internet advertising, like other Internet advertising, would interfere with the viewer for browsing and searching for a specific task, so viewers will still be advertising to avoid behavior, in addition to not click keyword advertising, or even directly overlook keyword advertising.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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