影响搜索引擎营销效果的关键因素分析被引量：22

Study on the core factors impacting search engine marketing

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摘要此文从消费者的搜索行为入手,对可能产生的搜索结果、屏幕关注度分布和点击行为等展开分析,分析了影响搜索引擎营销效果的主要因素,以及控制和改变这些要素对营销效果的影响.这些要素包括:关键词所反映的搜索动机、信息项出现的位置、前后项关系、以及搜索动机与营销诉求的关联性等.文章采用实证分析方法,模拟用户浏览搜索引擎页面的过程,分析在不同环境下用户的点击行为.研究结果表明,企业的营销诉求与客户搜索目的的关联性、信息项在屏幕页面的排名、前后项的相对位置关系等都对点击率(搜索引擎营销效果)有很大影响. The paper focuses on consumers＇ online searching behavior and analyzes the factors that may influence consumers＇ attention and click behaviors on the search results.These factors include consumers＇ motivation of search,location of an item on the webpage,impact of nearby items,and the relevancy between search motivation and ad wording.In a survey which mimics the browsing of search results,we manipulated different scenarios and asked the participants which links they would like to click on.The empirical results support that these factors drive the effectiveness of Internet search engine,and by controlling and changing these factors,managers can do better in communicating marketing information.

作者姜旭平王鑫

机构地区清华大学经济管理学院

出处《管理科学学报》 CSSCI 北大核心 2011年第9期37-45,共9页 Journal of Management Sciences in China

基金国家自然科学基金资助项目(7077202370890082)

关键词搜索引擎营销点击率选择行为关联性网络营销 search engine marketing click-through rate choice behavior relevance e-marketing

分类号 F713.36 [经济管理—产业经济]

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