隨著網路科技的快速發展,藉由網路行銷以提升企業行銷效益,已成為許多企業行銷策略主軸。當網站搜尋技術日趨成熟,關鍵字行銷亦成為網路行銷的主要工具之一。中小企業為台灣主要經濟結構,並以小型企業為主,小型企業如何運用關鍵字行銷是一個值得探討的議題;然而過去相關研究仍付之闕如。有鑑於此,本文主要研究目的係探討小型企業使用關鍵字行銷之意圖。本研究運用個案研究方法,以台南市金銀珠寶業者為個案訪談對象,並以科技接受模式與創新擴散理論為理論基礎,深入探討影響小型企業關鍵字行銷使用意圖之重要因素。根據個案訪談結果,本研究發現當關鍵字行銷的可觀察性愈高,小型企業使用關鍵字行銷的意圖也愈高;當關鍵字行銷可提供的相對優勢愈高,小型企業使用關鍵字行銷的意圖也愈高;當關鍵字行銷的認知有用性愈高,小型企業使用關鍵字行銷的意圖也愈高;當關鍵字行銷的相對優勢愈高,可提昇其認知有用性,進而使得小型企業使用關鍵字行銷的意圖也愈高;認知有用性對小型企業關鍵字行銷使用意圖之影響關係會受到投資成本與風險承擔之干擾。本研究並根據研究結果提出實務面與學術面的建議。
With the fast development of Internet technologies, Internet marketing has become a major marketing strategy for many companies. Furthermore, the growing up of web search engine leads to a popular Internet marketing tactic, the keyword marketing. While small and medium-sized enterprises constitute the economic system of Taiwan, most of them are small enterprises. It is an important topic to explore how and why these small enterprises utilize keyword marketing; however, scant attention was paid on the topic. Therefore, the main purpose of this thesis is to investigate small enterprises’ intention to use keyword marketing. The case study method was employed in the study. Some gold and jewelry businesses in Tainan were interviewed. Through a combination of technology acceptance model and innovation diffusion theory, the present study analyzes the factors influencing small enterprises’ intention to use keyword marketing. According to interviewing results, the study concludes that observability, relative advantage and perceived usefulness have positive influences on the intention to use keyword marketing for small enterprises. Perceived usefulness plays a mediation role in the relationship between relative advantage and intention to use keyword marketing. Considerations for cost and risk will moderate the relationship between perceived usefulness and intention to use keyword marketing. Based on research findings, some practical and academic suggestions are proposed in the thesis.
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