Facebook中觀光飯店個人化廣告對消費者的廣告效果分析

個人化廣告乃線上電商根據網路使用者曾經瀏覽過的內容，分析使用者的可能偏好爾後去其他網站投放符合其需求的網路廣告型態，藉此便能有效的再次接觸目標消費者，達到再行銷及提升轉換率的目標。當今網路社群行銷發達且現代人喜歡旅遊的情況下，各類型飯店旅館業者紛紛透過自媒體及付費媒體增加網路曝光率及訂房成交率。然而消費者在選擇飯店時著重飯店的何類特色以作為訂房的參考依據，若第一時間未下單訂房，在個人化廣告的內容選擇上何種飯店圖片會吸引消費者點擊回流是值得探討的問題。本研究以淡水漁人碼頭福容大飯店的個人化網路廣告作為施測樣本，透過受測者在瀏覽飯店官網後，瀏覽Facebook頁面，再以Facebook右側邊欄廣告呈現飯店官網曾出現過的首頁圖片、房間圖片及設施圖片，藉此測試何種圖片內容能達到較佳的廣告效果，並且檢測男女受測者是否存在看法差異。

關鍵字

個人化廣告；飯店網路行銷；廣告效果

並列摘要

Personalized Ads is an advertising type that online retailers based on their target audiences or exist customers' browsing behavior, after analyze users' preferences and then go to other sites to serve the type of ad that matches their needs, which can effectively retarget the consumers to achieve the goal of remarketing and improve conversion rate. Today's online community marketing is well developed and modern people like to travel the case. Various types of hotels and lodges have increased network exposure and booked transaction rates through media and paid media. However, consumers in the choice of the hotel when the focus on what kind of hotel features as a reference basis for booking. If the first time not under a single booking, in the content of Personalized Ads on the choice of what kind of hotel image will attract consumers to click back is worth exploring. In this study, the personal network advertisement of Fullon Hotel in Danshui Fisherman's Wharf was taken as the sample. Through the subjects in the hotel after browsing the official website, browse the Facebook page, and then to the right side of the Facebook sidebar ads showing the hotel's official website has appeared on the home pictures, room pictures and facilities pictures to test what kind of image content to achieve better advertising results, and to determine whether there were differences in opinion between men and women.

並列關鍵字

Advertising effectiveness ； Hotel online marketing ； Personalized Ads

國際替代計量

Facebook中觀光飯店個人化廣告對消費者的廣告效果分析

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