消費者廣告涉入與媒體關鍵字廣告行銷相關性之研究－以服飾業為例

The Study on the Relationship between Advertisement Involvement of Customers and Keyword Advertising –A Case Study of Apparel Industry

洪偵哲(Chen-Che Hung)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士班/碩士(2010年)

摘要

本研究旨以媒體關鍵字行銷為分析對象，並以服飾業為例。研究架構著重於探討廣告涉入、知覺偏好、廣告認知、媒體共用行為、搜尋意圖等研究分析構面之間的相關性與影響效果。探究廣告涉入與廣告認知之關聯性，並分析知覺偏好是否存在廣告涉入與廣告認知間產生中介影響效果；另外，探討廣告涉入與搜尋意圖之間的相關性，以及媒體共用行為是否在廣告涉入與搜尋意圖之間產生干擾影響效果。
研究對象以接受過服飾商品媒體關鍵字廣告行銷資訊之消費者為主。問卷設計主要根據相關學術理論，以李克特五點量表為發展基礎。採用紙本問卷方式和網路問卷為主要樣本蒐集方式，共343份有效問卷，並加以實證分析探討。經實證分析結果如下:
1.廣告涉入與廣告認知存在正向的影響效果。
2.廣告涉入與知覺偏好存在正向的影響效果。
3.知覺偏好與廣告認知存在正向的影響效果。
4.知覺偏好在廣告涉入與廣告認知之間存在正向的中介效果。
5.廣告涉入與搜尋意圖存在正向的相關性。
6.媒體共用行為在廣告涉入與搜尋意圖之間存在正向的干擾效果。

關鍵字

廣告涉入 ； 知覺偏好 ； 廣告認知 ； 媒體共用行為 ； 搜尋意圖

並列摘要

Using apparel industry as the subjects, this study investigates on keyword advertisements. The research framework focuses on exploring the relationships between dimensions of advertising involvement, perceptual preference, advertising cognition, media sharing behavior, and search intentions, and their relative effects. The authors study on the correlation between advertising involvement and advertising cognition, and examine the mediating effect of perceptual preference on both dimensions. Moreover, the authors investigate on the relationship between advertising involvement and search intention, as well as the moderating effect of media sharing behavior on both dimensions.
Samples were drawn from customers who have ever received the keyword advertising information on apparel products. The questionnaire, which is in five points Likert style, is designed in accordance with the results of literature review. 343 valid samples were collected through internet and distribution of paper questionnaires. The results of empirical analysis are as following.
1.Advertising involvement has positive effect on advertising cognition.
2.Advertising involvement has positive effect on perceptual preference.
3.Perceptual preference has positive effect on advertising cognition.
4.Perceptual preference is the positive mediating factor between advertising involvement and advertising cognition.
5.Advertising involvement positively correlates with search intention.
6.Media Sharing behavior is the positive moderating factor between advertising involvement and search intention.

並列關鍵字

Advertising Involvement ； Perceptual Preference ； Advertising Cognition ； Media Sharing Behavior ； Search Intention

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