| Summary: | 碩士 === 元智大學 === 國際企業學系 === 97 === Online keyword advertising is highly visible on the Internet. This kind of advertisement put emphasis on the relevance of advertisement to webpage content for consumer viewing. Web viewers tend to ignore online keyword ads if they notice the content of webpage with commercial intention. There exists ad avoidance effect in the online keyword ad placement. Ad avoidance is a kind of viewers’ web related schema. Thus, this research aims to investigate if keyword advertising will cause different advertising effectiveness when keyword advertising placement differs.
Five-factor experiment design is taken to test hypotheses in this research. It is a 2 (keyword advertising placement: keyword-targeted/ content-targeted) by 2 (navigation style: information-seeker/ web-surfer) by 2 (ad congruity: congruent/ incongruent) by 2 (ad prominence: prominent/ subtle) analysis. The other three factors, attitude toward web ad, skepticism toward ad, and optimum stimulation level, are measured and divided into two levels by median split.
The results of the research find that 1) content-targeted placement has better advertising effects as compared to keyword-targeted placement; 2) for content-targeted placement, favorable attitude toward web ads and low skepticism toward ads has better advertising effects than unfavorable attitude toward web ads and high skepticism toward ads; 3) the keyword ad effect on attitude toward keyword ads and click intention performs better in the content-targeted placement under high optimum stimulation level; 4) in content-targeted placement information-seeker has better advertising effects than web-surfer. Keyword ad placement works when web users are information-seekers; 5) congruent ad obtains much better ad attitudes and click intention in content-targeted placement than incongruent one; 6) for keyword-targeted placement, prominent ad is more memorable but with less favorable ad attitudes than subtle ad; 7) the keyword ad placement effects is more influenced by ad prominence when web users are web-surfers, while information-seekers show distinct advertising effect on keyword-targeted and content-targeted placement under subtle ads.
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