博碩士論文 103423012 詳細資訊




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姓名 林耕葆(Geng-Bao Lin)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 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)
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摘要(中) 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。
摘要(英) 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.
關鍵字(中) ★ 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
關鍵字(英) ★ Keyword advertising
★ Advertising repetition
★ Persuasion knowledge model
★ Screen size
★ Search engine results page
論文目次 摘要 ……………………………………………………………… i
Abstract ……………………………………………………………… ii
誌謝 ……………………………………………………………… iii
目錄 ……………………………………………………………… iv
圖目錄 ……………………………………………………………… v
表目錄 ……………………………………………………………… vi
第1章、緒論………………………………………………………… 1
1-1 研究動機…………………………………………………… 1
1-2 研究目的…………………………………………………… 3
第2章、文獻探討…………………………………………………… 4
2-1 搜尋引擎結果頁面………………………………………… 4
2-2 關鍵字廣告………………………………………………… 7
2-3 說服知識模式……………………………………………… 9
2-4 涵蓋/摒除模式…………………………………………… 10
2-5 廣告重複…………………………………………………… 12
2-6 搜尋結果的重複曝光對品牌記憶的影響………………… 15
2-7 搜尋結果的重複曝光對品牌態度的影響………………… 18
2-8 螢幕尺寸…………………………………………………… 21
第3章、研究方法…………………………………………………… 24
3-1 研究架構…………………………………………………… 24
3-2 實驗情境…………………………………………………… 25
3-3 實驗步驟…………………………………………………… 31
3-4 測量方法…………………………………………………… 32
第4章、研究結果…………………………………………………… 36
4-1 資料輪廓…………………………………………………… 36
4-2 信度分析…………………………………………………… 39
4-3 效度分析…………………………………………………… 40
4-4 敘述性統計………………………………………………… 41
4-5 操弄檢定…………………………………………………… 47
4-6 假說驗證…………………………………………………… 51
第5章、結論與建議………………………………………………… 77
5-1 研究發現…………………………………………………… 77
5-2 管理意涵…………………………………………………… 80
5-3 研究限制與未來研究方向………………………………… 83
參考文獻 ……………………………………………………………… 85
附錄一、實驗系統與實驗情境的畫面……………………………… 93
附錄二、實驗情境在不同螢幕尺寸的畫面………………………… 119
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指導教授 謝依靜(Yi-Ching Hsieh) 審核日期 2016-7-11
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