Exploration of the Keyword Advertising Effects

• Main Authors: Lin Hsiao Chen, 林曉貞
• Other Authors: Yuhmiin Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/47730436126628188927

碩士 === 國立交通大學 === 傳播研究所 === 95 === In recent years, the keyword advertising has become the main income of the search engine company. The characteristics of the keyword advertising are its appearance and location, showing like the search results, being placed on the attractive areas. In sum, the keyword advertising has the dual traits, both internet advertising and search result. To explore the keyword advertising’s positon and effects to the internet users, this research bases on the M-A-O model, an information processing theory, regarding user’s searching goal and the advertising literacy ability as independent variables, and the advertising memory and click through rate as the dependent variables. The research takes online experiment and finally gets 225 valid samples back. The findings of this research show that the internet users’ information processing toward the keyword advertising are much more like toward the searching results. Besides, the click through rate may be overestimated, not as many as the business owner’s claim. By the extra analysis, the advertising literacy ability does better advertising memory than the searching goal.