關鍵字廣告對網路口碑傳播意願之影響

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20012

Title:	關鍵字廣告對網路口碑傳播意願之影響
Authors:	林佳諠
Contributors:	國際貿易學系
Keywords:	關鍵字廣告口碑網路口碑
Date:	2010
Issue Date:	2011-10-31 12:26:39 (UTC+8)
Abstract:	近年來，由於網際網路的蓬勃發展，消費者的口碑行為也進而發展到網路口碑，口碑的傳播範圍更大且傳播速度更快。而關鍵字廣告是近年來相當流行的一種廣告方式，由於消費者越來越習慣於消費前在網路上進行資訊搜尋，使關鍵字廣告逐漸成為廣告主流之一。本研究旨在探討消費者在消費前進行的關鍵字廣告搜尋，是否會因此而對消費後的網路口碑行為產生影響。本研究以餐廳業及醫療美容業為研究產業，以結構式實體問卷為資料蒐集工具，進行便利抽樣，共發出500份問卷，回收446份問卷，其中353份為有效問卷。研究結果顯示，有使用關鍵字廣告的消費者，在消費後較願意分享自己的網路口碑，支持本研究之假說。根據本研究之研究結果，提出管理意涵及後續研究建議。 Due to the vast development of Internet for the past few years, the development of consumer's Word-of-Mouth behavior follow the trend to Electronic -Word-of-Mouth. The range of Word-of-Mouth propagation is wider and the speed is faster. This study is intended to explore that whether or not Electronic -Word-of-Mouth behaviors of con-sumers after consuming would be affected by keyword advertising search before con-suming. This study focuses on catering industry and medical cosmetic industry as target industry. I use structural entity questionnaire as a tool of information collecting to pro-ceed convenience sampling. Totally 500 questionnaires and 446 is returned. There are 353 valid questionnaires among them. The research result indicates that consumers who use keyword advertising are more willing to share their Electronic -Word-of-Mouth after consuming, which supports the hypothesis of this study. According to the result of this study, meanings toward management and further studies will be presented.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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