Constructing the Model of Word-Content of Search Results of Search Engine in Advertising Copy: An Example of Package Tour of Mainland China

• Main Authors: Liao, Yu-hung, 廖玉紅
• Other Authors: Lin, Chin-feng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/74625781656216968488

碩士 === 國立勤益技術學院 === 企業管理系 === 94 === Nowadays how the Website owners design their literal content on the web ads becomes an important issue. Through the search results of a search engine, the literal content of the web ads will allure the users to click and link to a specific website designed this ad, leading to the achievement of the web advertising and operation objectives. This study used the package tours of Mainland China as a survey object. The purposes of this study are: 1) to establish the consumers’ preference of the literal content of the package tours of Mainland China; 2) to analyze the differentiation of comparing results of the consumer’s perception, the search results of search engine and the travel web; 3) to understand the similarity and characteristic of travel packages on the web; and 4) to understand the linkages of consumer’s perception toward the package tours of Mainland China in order to design the literal content of web ads for the “search results of the search engine”. For achieving the above purposes, this study employed conjoint analysis, laddering techniques, path analysis, content analysis, and multidimensional scaling as analyzing techniques. After analyzing the results, this study constructed a scheme model of the literal content of web ads that could provide the most adequate ad-content for the search results of the search engine. This study based on the “means-end chain” conceptual structure compared the differences among the consumer’s perception, the search results of search engine, and the literal content of travel web. Through adopting the consumer satisfaction measurement model, the adequate literal content of the "search results of search engine" could be designed. The findings of this study not only can help travel agencies to develop their marketing strategies but also can facilitate the marketing theory development as well.