Sun Yat-Sen Management Review

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行動搜尋下,你會越看越愛它嗎? 使用者知識與螢幕尺寸如何影響品牌效果
In Mobile Search, the More You See, the More You Love? How Consumer Knowledge and Screen Sizes Affect Branding Effect
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Chen-Hao Liu, Yun-Chia Tang, Geng-Bao Lin, Yi-Ching Hsieh/

Institute of Technology Management, National Tsing Hua University; Department of International Business, Tunghai University; Department of Information Management, National Taiwan University; Department of Information Management, National Central University



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Search engines are the most important media for online marketing. Exposure in search engines is considered an effective brand marketing strategy. Previous research suggests that different knowledge constructs of users bring about different brand effectiveness. The study examines how users’ knowledge constructs influence brand memory and attitude when search results are repeated. Furthermore, the study also examines the effect of screen sizes on which search results are displayed. The findings show that brand memory and attitude increase with more repetition; high topic knowledge does not lead to better brand memory but wear-out more quickly; when exposure increases, user’s topic knowledge has a significant difference in brand attitude; those who are not primed by persuasion knowledge have a better brand memory than those who are primed; there is no difference in brand memory and attitude between screen sizes.

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Internet Marketing, Brand Effectiveness, Persuasion Knowledge, Repetitive Exposures, Screen Size

Policy and management implications
(Available only in Chinese)

本研究探討品牌效果,援引說服知識模式探討在搜尋結果頁的重複曝光下,網路使用者的知識結構對品牌記憶與品牌態度的影響。同時亦探討在行動時代,品牌效果是否受到螢幕尺寸的影響。 研究顯示,在重複曝光下,會提升使用者的品牌記憶與品牌態度;高產品知識相較低產品知識者,不會有較好的品牌記憶卻較快趨近記憶的門檻;當曝光次數增加,產品知識高低對品牌態度會產生顯著差異;未被觸發說服知識者相較被觸發者擁有較好的品牌記憶;螢幕大小對品牌記憶與態度並無影響。 本研究結果能夠指導企業強化搜尋引擎行銷策略規劃,而達到品牌行銷最佳效果。管理意涵為: (一)多種關鍵字重複曝光可提升品牌效果 搜尋結果能夠隨著曝光次數增加而對品牌記憶與品牌態度產生正向影響。然而使用者鮮少使用相同關鍵字反覆查詢,廠商可依品牌、分類及親合三種搜尋類型,分析使用者慣常使用的關鍵字進行廣告投放,可以產生更多的重複曝光機會。 (二)善用自然搜尋與關鍵字廣告優點 品牌呈現在自然搜尋結果(未被觸發),對使用者的品牌記憶會優於關鍵字廣告(被觸發)。然而,自然搜尋結果之排名難以控制,但是關鍵字廣告可以,因此企業可酌於投放關鍵字廣告來彌補自然搜尋排名的不足,兩者互補之。 (三)廣告設計及網頁內容迎合使用者特質 低產品知識者較容易受到情境因素的影響,較容易產生同化效果,本研究亦顯示,未被觸發說服知識者擁有較好的品牌記憶。因此企業可據以改善搜尋引擎行銷布局,譬如,以簡單易懂的廣告來打動低產品知識者,亦同時加強網頁內容及顯示在SERP自然搜尋結果的標題及摘要,來吸引高產品知識者注目。 (四)著重行動優先的行銷策略 實證顯示,大小螢幕使用者對品牌記憶與品牌態度並無顯著差異,然而,在高重複曝光下,大螢幕者的品牌記憶率低於小螢幕者,據此,對於小螢幕者可進行較多的曝光。此外Google搜尋排名以行動優先(小螢幕),企業可放大腳步於行動族群進行密集的品牌推廣,以創造最佳行銷效果。


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