以說服知識模式與螢幕尺寸探討關鍵字廣告的重複曝光對品牌記憶與品牌態度之影響;The Effect of Repetition of Keyword Advertising on Brand Recognition and Attitude with Persuasion Knowledge Model and Screen Size

NCUIR > School of Management at National Central University > Graduate Institute of Information Management > Electronic Thesis & Dissertation > Item 987654321/72077

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/72077

Title:	以說服知識模式與螢幕尺寸探討關鍵字廣告的重複曝光對品牌記憶與品牌態度之影響;The Effect of Repetition of Keyword Advertising on Brand Recognition and Attitude with Persuasion Knowledge Model and Screen Size
Authors:	林耕葆;Lin,Geng-Bao
Contributors:	資訊管理學系
Keywords:	關鍵字廣告;廣告重複;說服知識模式;螢幕尺寸;搜尋引擎結果頁面;Keyword advertising;Advertising repetition;Persuasion knowledge model;Screen size;Search engine results page
Date:	2016-07-11
Issue Date:	2016-10-13 14:25:14 (UTC+8)
Publisher:	國立中央大學
Abstract:	搜尋引擎頁面的搜尋結果分為自然搜尋結果與關鍵字廣告兩種類型，關鍵字廣告是當今快速成長的網路行銷方式，廣告重複亦為常見的行銷策略，過去研究發現網路使用者瀏覽搜尋結果存在由上至下的偏好，並且因為自身知識結構的不同而對品牌效果產生差異，因此本研究基於說服知識模式，以品牌記憶與品牌態度探討搜尋結果的重複曝光之下，網路使用者的知識結構對品牌效果的影響。同時，隨著智慧型手機普及率的逐年增長，本研究亦以說服模式探討螢幕尺寸與重複曝光對搜尋結果的影響。研究結果顯示，品牌以自然搜尋結果呈現對網路使用者的品牌記憶會優於以關鍵字廣告呈現；另外，網路使用者的產品知識會對品牌態度存在顯著差異；並且，搜尋結果重複曝光皆會提升網路使用者的品牌記憶與品牌態度，然而並非無限的增長，當重複曝光次數過量時，品牌記憶會因為以自然搜尋結果呈現、網路使用者的產品知識較高或是螢幕尺寸較大而較快產生增長程度的衰退。;Search engine results can be divided into organic searching and keyword advertising. Now keyword advertising is one of the fast growing online marketing, and advertising repetition is a common marketing strategy. Previous researches suggests that users will have a top-down linear browsing bias on the search engine results page, and different knowledge constructs of the users will bring about different brand effectiveness. The study examine how users’ knowledge constructs influence brand recognition and attitude when search results repetition. Furthermore, as the percentage of people using mobile keeps increasing, the study also examine the effect of repetition and screen size of search results. The findings show that organic search generate greater brand recognition than keyword advertising, and users’ topic knowledge influence brand attitude significantly. Moreover, brand recognition and attitude increased with more repetition, which is wear-in, but not infinite, if branding on organic search results or users having high topic knowledge, or screen size is lager, the brand recognition wear-out will occur more quickly.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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