关键词广告中的剽窃行为对用户品牌认知影响机制研究

发布时间：2018-10-31 16:43

【摘要】：搜索引擎被看作是性价比最高的网络营销方式,其中关键词广告使用最为广泛。通过增加企业品牌在搜索结果页面中曝光的机会,关键词广告不仅有利于提高企业网站的访问量,还可以帮助广告商提升企业的品牌形象和市场渗透率。近年来,在关键词广告领域出现了一种富有争议的广告行为：当用户搜索某个品牌关键词时广告列表中会出现其竞争对手或者经销商的品牌,也就是说某些企业故意竞拍其他企业的关键词,这实际上是一种诱购行为(Bait and Switch),或者称其为剽窃(Poaching)。尽管在法律道义上这种行为并不被推崇,但是在现实生活中,这种行为在各大搜索引擎中频繁出现。到门前为止.涉及关键词广告中的剽窃行为的研究还非常有限。多数研究还停留在理论研究或者定性描述阶段,通过实证研究进行科学严谨探讨的文章还非常少。另一方面,从己发表的文章来看,几乎所有的研究都是从搜索引擎或者广告商的角度考察的,主要关注企业在什么情况下采用这种行为,哪类企业适合采用这种行为,搜索引擎是否应该禁止这种行为,如果搜索引擎允许这种行为出现的话能否从中获利等问题,而且对上述问题的研究也仅仅停留在对这种行为的描述上,没有解释这种现象产生的原因,关于用户对于这一行为的态度的问题几乎没有涉及。本文基于关键词广告领域中与用户品牌认知相关研究成果,结合当前对于关键词广告中剽窃行为的探索性研究,以认知心理学中的同化对比效应原理作为理论支撑,从搜索引擎用户的角度去研究企业在竞拍其他企业的关键词后,用户对于自己的品牌具有怎样的评价机制。具体说来,本文主要从广告链接的排名,剽窃者的品牌属性以及剽窃者与被剽窃者之间的关系这三个因素来研究,用户对于剽窃者品牌相关性评价的影响机制。本文主要采用的是实证研究的方式,利用实验室试验法收集了326份有效问卷,利用SPSS软件进行数据分析,对文章的假设模型进行验证,最后得出以下的结论： (1)剽窃者的品牌知名度与用户相关性评价之间有显著的正相关关系。 (2)只有在强剽窃情境下,知名品牌的链接排名与相关性评价之间成正向关系；不知名品牌的广告排名则与相关性评价之间成反比的关系。 (3)剽窃者的属性会影响用户对于品牌相关性的评价,零售商获得的相关性评价高于竞争对手。 (4)在高搜索介入度下,用户对于不知名品牌的记忆程度与品牌的排名及剽窃者之间的属性并没有显著的相关作用。本文是国内第一篇研究剽窃现象的文章,主要基于用户的角度去探究这种剽窃行为的效果,同时借鉴了印象形成机制中的同化对比效应理论来探讨剽窃行为中用户对于剽窃者品牌的记忆以及相关性评价。
[Abstract]:Search engine is regarded as the best price-performance marketing method, and keyword advertising is the most widely used. By increasing the exposure of corporate brands in search results pages, keyword ads not only help to increase the number of visits to corporate websites, but also help advertisers to enhance their brand image and market penetration. In recent years, there has been a controversial advertising campaign in keyword advertising: when users search for a brand keyword, their rival or dealer brands appear in the advertising list. In other words, some enterprises deliberately bid for the keywords of other enterprises, which is actually a kind of enticement behavior, (Bait and Switch), or plagiarism (Poaching). Although this kind of behavior is not respected in law and morality, it appears frequently in all kinds of search engines in real life. Until the door. Research on plagiarism in keyword advertising is limited. Most of the studies are still in the stage of theoretical research or qualitative description, and there are very few articles on scientific and rigorous research through empirical research. On the other hand, from the point of view of the published articles, almost all the studies have been examined from the point of view of search engines or advertisers, focusing mainly on the circumstances under which enterprises adopt this kind of behavior, and which types of enterprises are suitable for adopting this kind of behavior. Whether the search engine should prohibit this behavior, and whether it can profit from it if the search engine allows it to occur, and so on, and the study of the above question only stops at the description of the behavior. There is no explanation for this phenomenon, and the question of the user's attitude to this behavior is hardly addressed. Based on the research results related to user brand cognition in the field of keyword advertising, combined with the current exploratory research on plagiarism in keyword advertising, this paper takes the principle of assimilation and contrast in cognitive psychology as the theoretical support. From the point of view of search engine users, this paper studies how the users evaluate their brands after bidding for the keywords of other enterprises. Specifically, this paper mainly from the advertising link ranking, plagiarism brand attributes and the relationship between plagiarist and plagiarism to study the impact of users on the plagiarism brand relevance evaluation mechanism. This paper mainly adopts the method of empirical research, collects 326 valid questionnaires by the method of laboratory test, carries on the data analysis by using SPSS software, and verifies the hypothetical model of the article. Finally, the following conclusions are drawn: (1) there is a significant positive correlation between the brand awareness of plagiarists and the user relevance evaluation. (2) only in the context of strong plagiarism, the link ranking of well-known brands is positively related to the correlation evaluation, while the advertising ranking of unknown brands is inversely proportional to the relevance evaluation. (3) the attributes of the plagiarist will influence the evaluation of brand relevance, and the retailer gets higher correlation evaluation than the competitor. (4) under the high degree of search intervention, there is no significant correlation between the user's memory of the unknown brand and the brand ranking and the attributes of the plagiarist. This article is the first domestic study of plagiarism, mainly based on the user's perspective to explore the effects of this plagiarism behavior. At the same time, the author uses the theory of assimilation contrast effect in impression formation mechanism to discuss the user's memory and relevance evaluation of plagiarism brand in plagiarism.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;F274;F224

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