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研究生:吳金融
研究生(外文):Chin-Jung, Wu
論文名稱:消費者反應層級模式對搜尋行為影響之研究-以居家清潔服務A公司個案為例
論文名稱(外文):Research on Consumer Response Hierarchy Model and Searching Behavior - A Case Study of Take home cleaning company
指導教授:李書政李書政引用關係
指導教授(外文):Shu-zheng, Li 李書政
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:107
語文別:中文
論文頁數:47
中文關鍵詞:消費者反應層級關鍵字搜尋意圖資訊搜尋行為Google analytics
外文關鍵詞:consumer response levelkeyword search intentinformation search behaviorGoogle analytics
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隨著社會型態與人口結構的改變如老年化、少子化趨勢與女力崛起,家事服務業需求逐漸增加,使得居家清潔需求增加,居家清潔由原本傳統產業銳變成逐漸蓬勃發展的產業,家事服務在台灣保守估計有百億以上的市場(行政院主計處網站)調查發現,除了市場的規模外,再加上進入門檻不高,居家清潔市場頓時熱絡且激烈競爭。
居家清潔A公司如何做好搜尋行銷,才能提高在搜尋引擎上的能見度與商機?研究探討由消費者反應層級與資訊搜尋行為是否存在對應關係,消費者搜尋特定關鍵字點擊進入網站是屬於資訊搜尋行為中的哪種些類型關鍵字類型,指向搜尋導向、資訊搜尋導向還是交易搜尋導向,這些類型不同類型關鍵字是否會影響點擊後行為,如哪些類型停留的時間會較長?其點擊後目標轉換率何者較高?
在消費者反應層級中,如經由社群分享的頁面相較於搜尋頁面,頁面停留的時間會較長?甚至於填寫表單意願是否會較高?從企業行銷立場,以Google analytics為分析工具,探討變數間之影響性,洞察每個搜尋結果,讓整個客戶輪廓更加清晰也滿足使用者潛在商機!
With the changes in social patterns and demographics, such as aging, declining trends and the rise of women''s power, the demand for family services has gradually increased, which has led to an increase in household cleaning demand. Home cleaning has turned from a traditional industry to a burgeoning industry. The service is conservative in Taiwan. It is estimated that there are more than 10 billion markets (the website of the Executive Yuan''s website). In addition to the scale of the market, and the entry threshold is not high, the home cleaning market is hot and fiercely competitive.
How does Home Cleaning A company do a good job in search marketing to improve visibility and business opportunities on search engines? The study explores whether there is a corresponding relationship between consumer response level and information search behavior. Consumers search for specific keywords and click into the website. Which types of keyword types are in the information search behavior, pointing to search orientation, information search guidance or transaction search. Orientation, do these types of different types of keywords affect post-click behavior, such as which types will stay longer? What is the higher target conversion rate after clicking?
In the consumer response hierarchy, if the page shared via the community is longer than the search page, will the page stay longer? Will the willingness to fill out the form be higher? From the perspective of corporate marketing, Google analytics is used as an analysis tool to explore the impact of variables, to gain insight into each search result, to make the entire customer profile clearer and to meet potential business opportunities!
中文
摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 . 緒論 1
1.1. 研究背景 1
1.2. 研究動機 3
1.3. 研究問題 4
1.4. 研究目的 4
1.5. 研究流程 5
1.6. 研究範圍與限制 6
1.6.1. 研究範圍 6
1.6.2. 研究限制 6
第二章 . 文獻探討 8
2.1. 消費者反應層級模式與相關研究 9
2.2. AISAS 模式 10
2.3. 資訊搜尋行為 11
2.4. 資訊搜尋行為與關鍵字分類 12
2.5. Google Analytics 15
2.5.1. 歸屬模式 15
第三章 . 研究方法 17
3.1. 研究方法 17
3.2. 研究流程 18
3.3. Google Analytics網站採用指標 20
3.4. 資料分析方法 22
3.4.1. 研究對象 22
3.4.2. 分析工具 22
第四章 . 資料分析 29
4.1. 網站基本分析與各項指標相互的關係 29
4.2. 所有流量與各項關鍵指標解讀 31
4.3. 功勞歸屬模式比較 33
第五章 . 結論與建議 36
5.1. 研究結論 36
5.2. 管理意涵與建議 38
5.2.1. 增加參照網站連結與目標轉換率 38
5.2.2. 搜尋引擎最佳化與關鍵字組合 38
5.2.3. 網頁關注點與指標衡量 38
5.2.4. 新媒體時代的社群行銷 39
5.3. 未來研究建議 39
參考文獻 40
 中文文獻 40
 英文文獻 42
附錄 45
中文文獻
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