| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 101 === The keyword marketing has been used extensively in various types of media, including television, radio, newspapers, magazines and billboards. Therefore,whether the keywords in advertisements get the attention of the elderly who are searching for the information of travel on the internet is worth discussing. We try to understand the degree of the advertisement marketing affects the focus group when they are searching for the travel on the internet . The study adopts questionnairs analyzing the relevance of the travel advertising involvement, the keyword perception and the intention of on line keyword searching for the elderly. Two hundred and thirty questionaires were distributed to collect needed data for hypothesis testing. Structural equation medeling SPSS was emplyed to conduct statistical analyses and test hypontheses. The result shows that the degree of the advertising involvement effects on the level of keyword perception and also the keyword perception level effects on the keyword search intension. The result of this study can not only help promote the tourism for the elderly to use the correct keyword marketing strategy,but also develop the market of the elderly travel.
Keywords: The elderly, Advertising involvement, Keyword perception, Keyword search intension, Questionnairs analyzing
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