Keyword Advertising Can Obtain Brand Attitude without Clicking:The Aspect of Mere Exposure Effect.

• Main Authors: Liu, Pei-Ting, 劉佩婷
• Other Authors: Lo, Shao-Kang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/45675110532028531229

碩士 === 中國文化大學 === 國際貿易學系 === 101 === Keyword advertising is a popular form of Internet advertising in recent years. According to previous research, viewers has avoidance behavior of the advertising which lead to the keyword click-through rate is not high. The eye-tracking study has found that even viewers not to click keyword advertising, but the observation length and observation count on keyword advertising blocks won’t less than the organic results. Therefore, this study basic on mere exposure effect, even the keyword advertising without clicking by viewers, the brand attitude still can be obtaine. This research has executed experimental design that has recruited 127 volunteers, the results revealed that without clicking Keyword advertising, the mere exposure will lead to higher brand attitude than a single exposure; In addition, the count numbers of the mere exposure of Keyword advertising are higher , the higher the brand attitude is.