關鍵字搜尋意圖、涉入程度與資訊搜尋行為對廣告效果的影響──以Google Adwords為例

Keyword Search Intent, Involvement and Information Search Behavior on Advertising Effect-A Case Study of Google Adwords

在注重行銷策略的數位時代，最常使用於虛擬環境的莫過於網路廣告，依據數位行銷經營協會統計，2012上半年度台灣整體網路廣告市場量達53.86億，另依據Worldstream調查顯示，從2010年第三季到2011年第二季共一年的時間內，谷歌（Google）營收達333億美元，其中97%是由Google AdWords關鍵字廣告為主要收入來源，成為目前最熱門網路廣告之一，顯見關鍵字廣告將成為未來主流媒介。本文研究消費者是否受到相關變數影響，以廣告訊息來源、搜尋意圖、涉入程度以及廣告效果等四項變數為架構，並以谷歌（Google）為例探討網路關鍵字廣告是否對於消費者因著涉入程度的高低而影響廣告效果，以及搜尋意圖是否對於消費者產生涉入程度提升，乃至於影響廣告效果等。研究結果顯示，透過有效問卷共358份的實證，發現關鍵字搜尋意圖的強弱將正向影響資訊搜尋行為；且廣告涉入高低亦將正向影響資訊搜尋行為及廣告效果；另資訊搜尋行為強弱同樣亦正向影響廣告效果，與研究假設相符，建議企業或廠商在網路購物的行銷中，宜多用關鍵字並加強廣告版面以增加銷售量。

Focus on marketing strategy digital age, most commonly used in the virtual environment than Internet advertising, according to Digital Marketing Franchise Association statistics, in 2013 the first half of Taiwan's overall Internet advertising market reached 6.265 billion, according to Worldstream another survey, from the third quarter of 2010 to the second quarter of 2011 were within a year's time, Google (Google) revenues of $ 33.3 billion, of which 97% are from the Google AdWords keyword advertising as the main source of income has become the most popular network one ad. In this study, we used the price effect concept proposed by Monroe and Krishnan (1985) to explore whether consumers were influenced by relevant variables. We used keyword search intentions, information searching behavior, involvement degrees, and advertising effect variables to develop a framework for the study. Based on the Google search engine, we explored whether the effects of keyword advertising on the Internet were influenced by the consumers' degree of involvement, and whether keyword search intentions increased the degree of consumer involvement, which eventually influences the effects of advertising. The research results showed that based on the empirical data of 356 valid questionnaires, the intensity of keyword search intentions positively affected information searching behaviors. In addition, the degrees of advertisement involvement positively affected information searching behaviors and advertising effects. The intensity of information searching behaviors also positively affected advertising effects, which supported the research hypothesis. We suggest that enterprises or manufacturers use keyword advertising frequently and enhance the layouts of their advertisements to increase the amount of sales generated through online marketing.