Exploring the Impacts on Consumers’ Searching and Click-Through Behavior toward TV Keyword Advertising

• Main Authors: Sun, Liang Hui, 孫良慧
• Other Authors: Chiang, I-Ping
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/85123999568731951283

碩士 === 國立臺北大學 === 資訊管理研究所 === 98 === 　　Television advertising and internet advertising are popular media when marketers want to promote their products or services. According to Microsoft research, consumers spend their time on television over 18 hours a week and 15 hours on internet. Marketers want to increase brand, products, services aided awareness. They also hope their potential customers have positive feelings and willing to buy their products. To convey consistence message, they integrated TV ads and keyword ads. The new type of ads we called TV keyword advertising. However, it is hard to measure whether consumer search or click after they watch TV keyword ads by survey. We record respondent’s real search and click behavior. Our research objective include (1) difference in consumer attitude, feelings, search motivation, promotions, selective goods, web service and brand preference, (2) search intention and differences in click behavior, (3) four control variables (promotion, selective goods, web service, brand preference) on the impact of click behavior of sponsored ads and official link, (4) difference click behavior in brand attitude after they watch TV keyword ads. Based on the findings, we provide marketing advice to advertisers and researchers.