This study analyzes the relationship between the information search of internet users and the keywords advertising effects. According to the result of literature review, this study takes ¡§information search on the internet¡¨, four perceptual antecedents of keywords advertising including ¡§informativeness¡¨, ¡§irritation¡¨, ¡§entertainment¡¨ and ¡§credibility¡¨, ¡§advertising value¡¨ and ¡§advertising attitudes¡¨ as our dimensions to analyze the keywords advertising effects. This study adopts questionnaire survey method to collect sample information and the research targets are users who searched information on the internet and understood keywords advertising.
This study finds that the higher degree of search of internet users, the greater the informativeness of keywords advertising they perceive, and the keyword advertising is more valuable thus, however, the search degree has no direct effect on keywords advertising. Moreover, informativeness, irritation, entertainment and credibility of keywords advertising all have effects upon the value of keywords advertising; irritation, entertainment and credibility of keywords advertising all have effects upon the attitudes toward keywords advertising. Finally, this study discovers that the value of keywords advertising has effect on the internet users¡¦ attitudes toward keywords advertising.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721108-110501 |
| Date | 21 July 2008 |
| Creators | Hung, Yu-Fan |
| Contributors | Ya-Ching Lee, Fen-Hui Lin, Ching-Ning Wang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721108-110501 |
| Rights | not_available, Copyright information available at source archive |
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