第五章 結論與建議
第五節 後續研究建議
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第五節 後續研究建議
一、本研究主要探討消費者普遍認定高涉入程度之產品，在關鍵字搜尋時誘發廣告的 效果；對於不同涉入程度之產品，與對消費者而言認知風險的差異並未深入作探討，
建議後續研究可以檢視是否認知風險及產品涉入程度的不同，產生的關鍵字廣告效果 與態度有所不同。
二、本研究假設之預期品牌屬於在市場上有一定程度知名，但是為中等知名程度的品 牌，建議未來可以以不知名品牌作為關鍵字廣告預期品牌的標的，好讓新進廠商能以 此結果作為購買關鍵字詞組之研究參考。
三、本研究主要受測對象為青壯年之網路使用族群，建議後續研究者可將樣本範圍擴 散至所有網路族群，針對不同年齡層研究其對關鍵字廣告的態度差異；當廠商以年齡 作為顧客區隔時，可參考應對的關鍵字廣告策略。
四、本研究僅止於對消費者的廣告注意、瞭解、回憶、廣告態度、產品及品牌的態度 作探討，另外僅簡單分析消費者的廣告點選意圖，並未深入研究消費者的購買意願與 願付價格，建議後續研究者可以多加入兩個變數，探討消費者在接受廣告刺激後，會 否對廣告的進一步資訊搜尋意圖及產品之購買意願或願付價格有所提升。
五、因本研究採實驗法，且有恐樣本不夠具代表性，因此建議後續研究可採用真實網 頁搜尋系統搭配問卷調查法，或以資料探勘(data mining)方式進行關鍵字廣告效果的探 討。
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附錄一 產品名稱搜尋策略 x 知名品牌 x 類別關聯度高
關鍵字廣告研究 實驗一
您好，這是一份學術性的問卷調查，主要目的是研究消費者對關鍵字廣告的態 度。本問卷採匿名方式作答，請按照您的真實想法與實際情況進行作答即可。
再次感謝您的協助，敬祝健康快樂！
國立政治大學企業管理研究所 指導教授：張愛華 博士 研究生：郭怡吟 敬上
假設你近日因有購買筆記型電腦之需求，所以開始在網路上搜尋「筆記型電腦」，希 望能了解更多相關資訊，以決定購買的品牌，以下是搜尋結果，其中上方區域為贊助 廣告(關鍵字廣告) 。
請仔細閱讀，看完這個搜尋結果，請不要再翻回本頁，並至下一頁作答。
‧
‧
‧
‧ 國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
附錄二 品牌名稱搜尋策略 x 預期一致品牌 x 類別關聯度高
關鍵字廣告研究 實驗五
您好，這是一份學術性的問卷調查，主要目的是研究消費者對關鍵字廣告的態 度。本問卷採匿名方式作答，請按照您的真實想法與實際情況進行作答即可。
再次感謝您的協助，敬祝健康快樂！
國立政治大學企業管理研究所 指導教授：張愛華 博士 研究生：郭怡吟 敬上
假設你近日因有購買筆記型電腦之需求，且得知 Fujitsu 富士通筆記型電腦正推出全新 產品，所以開始在網路上搜尋「Fujitsu 筆記型電腦」，希望能了解更多相關資訊，以 決定購買的品牌，以下是搜尋結果，其中上方區域為贊助廣告(關鍵字廣告)。
請仔細閱讀，看完這個搜尋結果，請不要再翻回本頁，並至下一頁作答。