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研究生:劉佩婷
研究生(外文):Liu, Pei-Ting
論文名稱: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
論文名稱(外文):Keyword Advertising Can Obtain Brand Attitude without Clicking:The Aspect of Mere Exposure Effect.
指導教授:駱少康駱少康引用關係
指導教授(外文):Lo, Shao-Kang
口試委員:李婷周建亨
口試委員(外文):Li, TingChou, Chien-Heng
口試日期:2012-06-25
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:40
中文關鍵詞:網路廣告關鍵字廣告重複曝光效果
外文關鍵詞:internet advertisingkeyword advertisingmere exposure effect
相關次數:
  • 被引用被引用:3
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  • 評分評分:
  • 下載下載:53
  • 收藏至我的研究室書目清單書目收藏:0
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.
中文摘要 ........................ iii
英文摘要 ........................ iv
誌謝辭  ........................ vi
內容目錄 ........................ vii
表目錄  ........................ ix
圖目錄  ........................ xii
第一章  緒論...................... 1
第二章  文獻探討與假說................. 3
第一節  關鍵字廣告................... 3
第二節  單純曝光效果.................. 8
第三章  研究方法.................... 19
第一節  實驗設計與自變數操弄.............. 19
第二節  依變數衡量................... 26
第三節  資料分析方法.................. 26
第四節  受試者募集................... 27
第四章  實證結果.................... 28
第一節 受試者描述性統計................ 28
第二節 假說檢定.................... 28
第五章  討論與建議................... 30
第一節 研究說明與討論................. 30
第二節 理論與管理意涵................. 31
第三節 研究限制與未來研究機會............. 32
參考文獻 ........................ 34

一、中文部分

TWNIC財團法人台灣網路資訊中心(2012),2012年寬頻網路使用調查[線上資料],來源:http://www.twnic.net.tw/download/200307/20120709d.pdf [2012, March 31]。

鄭郁芬(2006),搜尋引擎與關鍵字廣告,中央大學產學經濟研究所未出版之碩士論文,2-6。

黃盟祺(2007),搜尋產品類型、認知需求與知覺風險對關鍵字廣告效果之影響,輔仁大學大眾傳播學研究所未出版之碩士論文,13-23。

廖珊妮(2007),影響廣告主使用關鍵字廣告因素之研究,銘傳大學傳播管理研究所未出版之碩士論文,26-27。

葉重新(1999),心理學(再版),台北:心理出版社,83-84。

二、英文部分

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