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搜索引擎营销是一种基于搜索引擎平台的网络营销方式,关键词广告在搜索引擎营销中占据着举足轻重的地位。越来越多的研究开始重视从用户的认知和行为层面去考察关键词广告的效果。本文将基于搜索引擎用户的搜索过程和行为特征这一新的研究视角,根据用户使用搜索引擎所处的不同阶段,对关键词广告领域实证研究成果进行梳理和分析,主要从用户对搜索引擎固有的认知以及关键词广告的内容和形式这两个方面,探究影响用户搜索认知和行为的因素,为企业采用最高优先级关键词广告提供参考,并对未来的研究方向进行了展望。
Search engine marketing is a kind of online marketing method based on search engine platform. Keyword advertising plays an important role in search engine marketing. More and more studies have begun to pay attention to the effectiveness of keyword advertising from the perspective of users’ cognitive and behavioral aspects. Based on the new research perspective of search engine users’ search process and behavior characteristics, this article will sort out and analyze the empirical research results in the keyword advertising field based on the different stages the user uses the search engine, mainly from the user’s inherent to the search engine. Cognition and the content and form of keyword advertisements explore the factors that influence the user’s search for cognition and behavior, provide references for companies to use the highest priority keyword advertisements, and look into the future research directions.