A research of Internet user''s intention of the keywords advertisement

• Main Authors: Ying-hsien Fu, 傅英賢
• Other Authors: Chia-Chun Wu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/97325098615015931687

碩士 === 義守大學 === 資訊管理學系碩士班 === 97 === Because of the information-intensive society, a lot of people use the Internet to search for the information to solve their questions. Because of these changes, Internet marketing industry managers employ “the keywords” as a new advertisement method, and it has been become a new model in Internet marketing business. Therefore, this research applies “the keywords advertisement” as the core concept and discusses Internet user’s intention of the keywords advertisement. First, this research tries to understand the meaning and relevance between the keywords advertisement and marketing. Second, questionnaires are applied to explore the influential factors about the users’ attitude towards the intention of keywords advertisement. Finally, this study investigates consumer shopping experience and the type of products whether have interaction effect to the intention on keywords advertisement. According to the findings, the intention to use keywords advertisement is higher when consumers have positive attitude towards keywords advertisement. However, the shopping experiences and the type of products do not significantly influence the attitude towards the keywords advertisement.