關鍵字廣告不被點擊也能獲得品牌態度：以重複曝光效果討論

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Title:	關鍵字廣告不被點擊也能獲得品牌態度：以重複曝光效果討論 Keyword Advertising Can Obtain Brand Attitude without Clicking:The Aspect of Mere Exposure Effect.
Authors:	劉佩婷 Liu, Pei-Ting
Contributors:	國際貿易學系
Keywords:	網路廣告關鍵字廣告重複曝光效果 internet advertising keyword advertising mere exposure effect
Date:	2012-06
Issue Date:	2013-11-07 14:03:15 (UTC+8)
Abstract:	關鍵字廣告是近年來被熱門應用的網路廣告形式，但是從過去文獻中卻發現，由於瀏覽者的廣告避免行為，使得關鍵字廣告的點擊率並不高，可是，也有以眼動儀追蹤眼球的研究發現，雖然瀏覽者不會點擊關鍵字廣告，但是其眼球凝視於關鍵字廣告區塊的次數與時間並不會少於自然搜尋區塊。因此，本研究主張，由於重複曝光效應，關鍵字廣告即便不被點擊也能獲得品牌態度。本研究執行實驗設計，實驗中募集127名自願受試者，結果發現不被點擊狀況下，關鍵字廣告重複曝光會比單次曝光獲得較高的品牌態度；此外，重複曝光的次數越多，品牌態度越高。 Keyword advertising is a popular form of Internet advertising in recent years. According to previous research, viewers has avoidance behavior of the advertising which lead to the keyword click-through rate is not high. The eye-tracking study has found that even viewers not to click keyword advertising, but the observation length and observation count on keyword advertising blocks won’t less than the organic results. Therefore, this study basic on mere exposure effect, even the keyword advertising without clicking by viewers, the brand attitude still can be obtaine. This research has executed experimental design that has recruited 127 volunteers, the results revealed that without clicking Keyword advertising, the mere exposure will lead to higher brand attitude than a single exposure; In addition, the count numbers of the mere exposure of Keyword advertising are higher , the higher the brand attitude is.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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