由於網路技術的進步,網路關鍵字搜尋成為網路使用者搜集資訊的重要途徑。因此更迅速、更有效率的網路行銷方式¸─網路關鍵字廣告,便成為現代行銷的重要工具。 許多企業在運用網路關鍵字廣告這項工具時,忽略了評估網路使用者的「人口統計變項」、 「網路使用行為」與「網路關鍵字效果」之間所產生的相互影響,進而無法讓網路關鍵字廣告在目標市場中產生預期的效果。 基於上述,本研究採近年來手機產業最熱門的 iPhone 為研究目標,透過創市際市場研究顧問公司的網路問卷調查系統所得到的樣本資料分析,研究網路使用人口統計變項與iPhone關鍵字查詢之間的互動,所產生廣告效果的變化關係。本研究將網路使用者的人口統計變項,包括性別、年齡、職業、學歷及所得等與廣告效果分群及網路使用者行為分群做交叉比對,依據 2011-3月至2011-8月的有效樣本共91份以SPSS統計軟體來進行實證分析,其結論如下: 具備不同「人口統計變項」之網路使用者對於網路使用行為與網路關鍵字效果的之影響程度會有不同: (1). 網路使用者之所得會影響網路關鍵字的廣告效果。 (2). 網路使用者之所得會影響網路使用行為。
Owning to the advanced internet technologies, the internet keyword search has become an important way of gathering information for internet users; therefore, a faster and more efficient internet marketing method, internet keyword advertising, has become an important tool of modern marketing. Many enterprises, while using internet keyword advertising as a tool, neglect the assessment of impact that the factors of “internet users demographic variables” & “internet users behavior” and “internet keyword effectiveness” make on each other. For the above reason, this research uses iPhone, the most popular product in the modern mobile phone industry, as a research target and has studied the variable relationship in advertising effectiveness resulting from the interaction between internet users demographic variables and keyword search (iPhone) through the analysis of the sample data obtained from the Online Questionnaire (survey) System of Insightxplorer Corporation. A crosscheck has been conducted regarding internet users demographic variables, including sex, age, occupation, education, income, etc, and advertising effectiveness as well as internet users behavior effectiveness using clustering methods. In addition, the SPSS Statistics Software has been used to carry out empirical analysis according to the 91 valid samples taken from March to August 2011. Therefore, the following conclusions have been drawn from this research: There is a difference in level of impact internet users with different “ Demographic variables” have on internet users behavior and internet keyword effectiveness: (1) Internet t users’ incomes will affect the advertising effectiveness of internet keywords (2) Internet users’ incomes will affect the users behavior.