Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23125
標題: 電視關鍵字廣告搜尋資訊行為之研究—態度及搜尋資訊慾望、搜尋資訊意圖之應用
A study of information searching behaviors through TV keyword advertising: An application of attitude, desire and intention of searching information.
作者: 黃聿凡
Huang, Yu-Fan
關鍵字: 電視關鍵字廣告
目標導向行為模式
慾望
意圖
線上遊戲
出版社: 行銷學系所
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摘要: 電視關鍵字廣告目前廣泛應用在許多產業上,期望消費者透過主動上網搜尋指定關鍵字以獲得更多相關資訊,然而電視關鍵字廣告是否能引發消費者上網搜尋資訊的行為是值得探究的,本研究針對線上遊戲產業的電視關鍵字廣告,旨在探討經由線上遊戲電視關鍵字廣告搜尋資訊行為,研究對象以線上遊戲玩家為主,運用Perugini and Bagozzi (2001) 提出之目標導向行為模式 (MGB) 了解玩家經由線上遊戲電視關鍵字廣告搜尋資訊行為過程中,影響其搜尋資訊慾望、搜尋資訊意圖及實際搜尋資訊行為的影響因素,採用結構方程式 (SEM) ,經由網路問卷蒐集有效樣本為368份,經過資料收集分析後得出研究發現為: (1)網路上搜尋到的資訊愈有助益與經由電視關鍵字廣告搜尋資訊產生的正面預期情感(如:愉悅及開心),能增進經由電視關鍵字廣告資訊搜尋的意願。 (2)過去愈是經常搜尋線上遊戲相關資訊及對電視關鍵字廣告接受程度愈高,能增進個人從事搜尋電視關鍵字廣告的指定關鍵字 (3)經由電視關鍵字廣告搜尋資訊產生的負面預期情感(如:生氣及沮喪)、預期後悔情感(如:後悔及難過)、電視關鍵字廣告搜尋的相關主觀規範(如:認同程度)以及認知到搜尋關鍵字的難易程度,對於增進經由電視關鍵字廣告從事資訊搜尋的行為不明顯 (4)經由電視關鍵字廣告搜尋資訊的意願,將更會增進個人的傾向及從事搜尋電視關鍵字廣告的指定關鍵字。
Nowadays, TV keyword advertising has been widely applied in many industries which expect to lead consumers search specific words from the advertisement by internet and acquire infromation. However, it deserves for further investigation whether TV keyword advertising urges the behavior of searching information from potential consumers. Therefore, the purpose of this research aims TV keyword advertising of online game industry to assess the searching information behaviors of gamer through TV keyword advertising of online game. The model of goal-directed behavior (MGB) is applied for estimate the performance via desire and intention of searching information to motivate the searching information behavior. There are 368 samples collected and used SEM for understanding online gamers' searching information behavior. The results of this study concludes that: (1)Utilitarian attitude toward information searching and positive anticipated emotions from information searching significantly explain desire of searching information through the TV keyword advertising. (2)Frequency of past information searching and attitude of TV keyword advertising significantly explain behavior of searching information through the TV keyword advertising. (3) Negative anticipated emotions (ex: angry and depressed), anticipated regret (ex: regret and upset), subjective norms and perceived behavior control from information searching fail to increase behavior of searching information through the TV keyword advertising significantly. (4)Desire of searching information significantly explain intention of searching information, and intention of searching information significantly explain behavior of searching information through the TV keyword advertising.
URI: http://hdl.handle.net/11455/23125
其他識別: U0005-2303201215014800
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