Research the keyword marketing of the convenience store - Factors of affecting consumer search intention

• Main Authors: Shu-Te University 莊承學, 莊承學
• Other Authors: Hsing-Ya chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/x8s55m

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 === Due to the rapid development of the Internet, any information can be quickly and a large number of circulating on the Internet and related electronic products, the keyword advertising not only become the main way of global consumers to collect product information, an important pipeline become industry network marketing, to induce consumers to search engine to search commodity information. In this study, Taiwan convenience store site keyword marketing as the analysis object, understanding affected keyword marketing keywords consumers search intention model, to investigate the key marketing and consumer related search intention. The literature review identified the research variables and architecture, then collect the Internet questionnaire to collect data, intention and reason and in depth interview to understand the convenience store consumer search advertising keywords, finally discusses qualitative quantitative. The results showed that, the main factors affecting the convenience store consumers search intention is the consumer to the convenience store brand familiarity and involvement and news, friends etc. (a) a convenience store website advertising involvement positively influences consumer search intention; (b) consumer keyword perception will positively influence the convenience store keyword search intention; (c) News topic, friends have positive impact on consumer search intention.. The results of this study can provide academic research keyword marketing reference, use the keyword marketing strategy can also help to the convenience store to correct, Lida integrated keyword marketing benefits.