探討小型企業使用關鍵字行銷之意圖－以金銀珠寶業為例

林燕慧

doi:10.6833/CJCU.2012.00154

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探討小型企業使用關鍵字行銷之意圖－以金銀珠寶業為例

Exploring Small Enterprises’ Intention to Use Keyword Marketing – a Case Study of Gold and Jewelry Businesses

林燕慧 , Masters　　Advisor：林傑毓　　

繁體中文 DOI： 10.6833/CJCU.2012.00154

小型企業；關鍵字行銷；科技接受模式；創新擴散理論；個案研究；金銀珠寶業； Small enterprises ； Keyword marketing ； Technology acceptance model ； Innovation diffusion theory ； Case study ； Gold and jewelry businesses

Abstract │ Reference (113) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 113 ) 〈TOP〉

江義平、江岱衛（民99）。關鍵字廣告點擊行為探究。電子商務研究，第八卷第三期，頁407-432。
連結：
吳志芬（民95）。臺灣文化創意產業之珠寶產業品牌行銷研究─以小型工作室為例。元智大學資訊傳播研究所碩士論文，未出版，桃園縣。
連結：
洪新原、梁定澎、張嘉銘（民94）。科技接受模式之彙總研究。資訊管理學報，第十二卷第四期，頁211 -234。
連結：
高天一（民99）。以科技接受模式探討團購網站對消費者行為意圖的影響。國立成功大學經營管理碩士學位學程碩士論文，未出版，台南市。
連結：
張碩毅、張漢呈、張益誠（民97）。中小企業提升創新能力關鍵影響因素及對產業高值化影響之研究：以資訊服務業為例。台灣企業績效學刊，第一卷第二期，頁175-201。
連結：

Times Cited (1) 〈TOP〉

楊書瑋(2016)。金屬工藝產業微型創業成功關鍵因素_以 FAHP 之研究。中原大學企業管理研究所學位論文。2016。1-77。

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