關鍵字廣告不是如你想像：以眼動追蹤與點擊探討關鍵字廣告避免並以喚起與重複展露討論品牌態度與記憶

文化大學機構典藏 CCUR > 商學院 > 國際貿易學系所 > 研究計畫 > Item 987654321/27704

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题名:	關鍵字廣告不是如你想像：以眼動追蹤與點擊探討關鍵字廣告避免並以喚起與重複展露討論品牌態度與記憶 Keyword Advertising Is Not What You Think: Discussing the Keyword Advertising Avoidance and the Effect of Mere Exposure and Arousal on Brand Attitude and Memory
作者:	駱少康
贡献者:	國際貿易學系
日期:	2014-2015
上传时间:	2014-08-07 10:53:26 (UTC+8)
摘要:	關鍵字廣告必須要與自然搜尋結果競爭消費者的認知資源。本計畫主張搜尋者在搜尋引擎鍵入字串後，面對搜尋引擎結果頁面時會因為生理性廣告避免而傾向不點擊關鍵字廣告而是選擇點擊自然搜尋結果，也會因為認知性廣告避免而使得眼球凝視在關鍵字廣告區域的次數與時間都會低於自然搜尋結果。關鍵字廣告不被點擊似乎就無法獲得廣告效果?本計畫並不悲觀，主張消費者雖然會不傾向點擊與凝視，但因為消費者在進入搜尋引擎結果頁面時，會先執行前注意訊息處理，也就是會潛意識與前意識地掃瞄與分析場域中的所有訊息，以決定是否需要對某些訊息轉換其注意，眼球凝視在此掃描的過程就必定會進入關鍵字廣告，過去研究已知這些非意識的凝視也是會影響消費者行為，因此，本計畫主張若是透過非意識的重複展露關鍵字廣告，也是能夠因為重複展露效果而提升廣告品牌之態度。網站經常會操弄廣告的視覺線索，但也會觸發了喚起與意識瀏覽，反而使得廣告品牌態度低於非意識的凝視；在廣告的品牌記憶上，喚起所致的意識瀏覽可以獲得相對於低喚起的非意識凝視較佳的長期品牌記憶，但是短期品牌記憶會是在低喚起的非意識凝視時為佳。本計畫擬透過兩年期計畫分別執行兩個子計畫的實驗。 This project proposes that, base on the advertising avoidance, searchers will incline to click the organic results not the keyword advertising when they are viewing at the search engine results pages. Also, the count and length of searchers’ fixation at keyword advertising will lower than fixation at organic results. When searchers are viewing the search engine results pages, they will conduct the preattentive processing firstly, and then they will subconsciously and preconsciously fixating at the keyword advertising. Previous studies had known that the nonconscious fixation also can influence consumers’ behavior. Thus, this project considers nonconsciously repeated exposure the keyword advertising to consumers will gain the higher brand attitude than exposure it one time. Further, websites often manipulate the visual elements of advertising to catch consumers’ attention, it also triggers the consumers’ advertising arousal, induce their conscious browse behavior, and then gain the lower brand attitude than nonconscious browse behavior. Also, at consumers high arousal and conscious browse condition will gain higher long-term brand memory, however, at low arousal and nonconscious browse condition will gain higher short-term brand memory. This project plans to conduct two sub-projects in the two years term project.
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