隨著消費者對網路使用習慣與依賴度提升，網路廣告目前在消費者端的發展日趨成熟，尤其是關鍵字廣告；因其更能精準的鎖定目標顧客，以及成本相對低廉，受到廣告主的青睞與重視，在廣告市場的規模明顯成長。近年來更有許多企業藉由搭便車(piggybacking)的關鍵字廣告方式，購買競爭對手、通路品牌或非企業本身的產品名稱等關鍵字詞組，作為自己的關鍵字廣告，增加企業廣告的曝光機會。 本研究以實驗法操弄消費者使用不同的搜尋策略，產生的搜尋結果與品牌預期一致性及類別關聯探討關鍵字廣告的效果，共計發放642份問卷經由多變量變異數分析等方法，得出研究結論如下： 1. 以產品名稱搜尋，消費者對知名品牌的廣告產品態度與廣告品牌態度明顯優於不知名品牌。 2. 以品牌名稱搜尋，消費者對與預期一致的品牌的廣告注意、正面廣告態度、廣告產品態度、廣告品牌態度皆明顯優於非預期的品牌。 3. 關鍵字廣告產品與消費者預期搜尋的產品關聯高時，則消費者對廣告注意與瞭解程度顯著高於產品類別關聯低之產品；同時，對關鍵字之正面廣告態度、產品及品牌態度皆優於產品關聯低的廣告。 4. 認知需求會增強消費者對廣告產品類別關聯高的關鍵字廣告的瞭解能力與提升對廣告產品的態度。 5. 認知需求對搜尋結果是否與預期一致或知名品牌之廣告效果的調節效果不顯著。 / As consumers are relying more and more on the internet, web advertising has become more mature on the consumers’ side, especially for keywords advertising. Advertisers have favored keywords advertising due to its ability to precisely target its customer and relatively low cost, which resulted in a significant growth in the advertising market. Recently, many companies started to use piggybacking as a keyword advertising method, buying keyword phrases of competitors, channel brands or product names to use as their own keyword advertisement, in order to increase the exposure of their corporate advertisement. This study used an experimental method to manipulate consumers using different search strategies, and investigated the influence of brand expected consistency and category relevancy. A total of 642 questionaires were analyzed by using MANCOVA analysis, and resulted in the following conclusions: 1. Search by product name: Consumers’ attitude toward advertising product and advertising brand were significantly better for well-known brands compared to unknown brands. 2. Search by brand name: Consumers’ advertising notice, attitude towards positive advertising, advertising product and advertising brand attitudes were significantly better for the expected consistency brand compared to inconsistency brands. 3. Consumers’ advertising notice, understanding, attitude towards positive advertising, advertising product and advertising brand were significantly better for highly relevant product categories compared to low relevant product categories of consumers’ search. 4. Consumers’ need for cognition enhanced the ability for consumers to understand the keyword advertising and raised their attitude towards the advertised product. 5. Consumers’ need for cognition regarding search results on the brand expected consistency or brand familiarity towards advertising effect was not significant to become a moderator.

2009年全球廣告總量將會降低 6.9%，而網路則會是唯一廣告量成長的媒體。網路廣告中又以關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）所佔總體網路廣告營收的比例最高。關鍵字廣告為當網路使用者搜尋資訊時，鍵入關鍵字，文字廣告即會出現在搜尋結果的網頁中，與網路使用者的搜尋意圖互相連結；而橫幅廣告（Banner Ad）為靜態或動態之圖像式廣告，網路使用者點擊後可連至廣告主網頁。 本研究探討屬性組合如何影響關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）之廣告效果，與B2B企業研華股份有限公司（Advantech Corporation）之數位行銷中心（Digital Marketing Center）合作，配合Google AdWords平台進行廣告投放之實證研究，觀察廣告之點擊率。為了解屬性組合如何影響廣告效果，本研究分為兩個部分：關鍵字廣告（Ad Copy）與橫幅廣告（Banner Ad）。關鍵字廣告（Ad Copy）部分，以「文化差異」與心理學理論之「自由需求（自由感）」之有無為自變項；橫幅廣告（Banner Ad）部分以「廣告尺寸」、「訴求導向」與「廣告主題」為自變項，兩種類型廣告之研究皆以廣告「點擊率」為應變項，試圖觀察不同屬性組合之下的廣告效果，以供B2B企業在執行網路行銷時之參考。 研究結果發現，在具「文化差異」之國家下投放「自由需求（自由感）」之有無的關鍵字廣告（Ad Copy），其廣告點擊率具顯著差異；而「廣告尺寸」、「訴求導向」與「廣告主題」此三屬性組合下，「方型（300 x 250） x 應用領域資訊 x USP」此一廣告屬性組合獲得最佳之廣告點擊率。透過研究觀察，B2B企業可以此為未來關鍵字廣告（Ad Copy）文案撰寫與橫幅廣告（Banner Ad）文案設計之方向。 / Internet has become the second large media in recent years. For B2B company, Internet Advertising is an important channel to promote brand image and products as well. The most popular formats of Internet Advertising, according to Interactive Advertising Bureau (IAB), are Ad Copies and Banner Ads, which the revenue accounts for 43% and 19% respectively in 2013. The purpose of this study is to explore, for B2B company, how attributes combination affects the advertising effect. We cooperated with Advantech Corporation, a leading B2B company in providing innovative embedded and automation products and solutions, and used Google AdWords platform to advertise. In this study, we have two parts: Ad Copy and Banner Ad. For Ad Copy, we proposed two attributes: cultural differences and free-will choices; for Banner Ad, we selected three: banner size, appeal orientation, and advertising theme as attributes to verify the effects on ads clicking behavior. Click-through Rate dada were collected and analyzed from Google AdWords tracking system and campaign report. The results showed that Ad copies with free-will choices targeted in both Western and Eastern countries, Banner Ads with rectangle design, solution-oriented and unique selling point created better advertising effects. Furthermore, we also had discussion on the impact from product features and Ad positions to advertising effects. Finally, based on our findings, we provided B2B company marketers further suggestions for Ad Copy and Banner Ad execution and Ad content design.

關鍵字廣告現已成為搜尋引擎最大的收入來源，全球付費搜尋廣告的年增率被預測有37%，並將在2010將達到330億美金的市場。現今，關鍵字廣告已發展成跨媒體的形式。大眾媒體除了以傳統的形式傳達廣告訊息以外，同時誘使消費者進一步上搜尋引擎搜尋商品資訊。並藉由此形式而發展出新型態的「引導式關鍵字行銷」。因此，本研究採用多元性研究方法（Pluralistic Research Methodologies）以探討此種新型態廣告的效果及如何提升消費者的搜尋意願? 本研究結合質化及量化研究。第一階段透過質化研究的焦點團體訪談法(FGD，Focus Group Discussion)蒐集消費者對整合性關鍵字行銷的意見，以釐清本研究之問題核心，並與業界人士進行深入訪談以了解實務運作模式及成功關鍵。第二階段則採實驗法進行研究，將「關鍵字類型」(分為兩層次:品牌名稱相關、產品屬性相關)以及「產品類型」(分為三層次:低度創新產品、中度創新產品、高度創新產品)設為自變項，並將廣告溝通效果作為應變項，分別為「廣告記憶」與「搜尋意願」。除此之外，並將可能干擾實驗結果的兩項因素視為個人差異變項加以分析，分別為「產品涉入度」與「先前產品知識」。 研究結果顯示，消費者產品涉入度及先前產品知識對搜尋意願有顯著的正向影響。同時，消費者在對產品有需求時會有較高的搜尋意願。而關鍵字類型及產品創新性對消費者的搜尋意願並沒有造成顯著影響。 / Keyword advertising has become the largest source of revenue for search engines. Now, keyword advertising has developing into a new cross-media style. Mass media not only release advertising messages but also orient consumers to search more details of merchandise online. As the result, the study use Pluralistic Research Methodologies to investigate how to Increase consumers’ search intention. The first stage we use Focus Group Discussion to clarify the research questions. And do Depth interview with Industry to understand the Practical operation and the Success Factors. In the second stage, the study proceeded in experiment method. Two factors “Keyword Type” and “Product Type” are used to compose a 2X3 factorial design experiment, and then bring “Product involvement” and “Prior Product Knowledge” in as the Moderator. Furthermore, the study adopted “Memory in Advertising Message” and “Search Intention” as the depend variables. Result shows that, product involvement and prior product knowledge have a significant positive effect to the search intention. In addition, results of keyword type and product type are not remarkable overall. Keywords: Orienting-