题名

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

并列篇名

In Mobile Search, the More You See, the More You Love? How Consumer Knowledge and Screen Sizes Affect Bran ding Effect

DOI

10.6160/SYSMR.202009_28(3).0001

作者

劉成豪(Chen-Hao Liu)；唐運佳(Yun-Chia Tang)；林耕葆(Geng-Bao Lin)；謝依靜(Yi-Ching Hsieh)

关键词

網路行銷 ； 品牌效果 ； 說服知識 ； 重複曝光 ； 螢幕尺寸 ； Internet Marketing ； Brand Effectiveness ； Persuasion Knowledge ； Repetitive Exposures ； Screen Size

期刊名称

中山管理評論

卷期/出版年月

28卷3期（2020 / 09 / 01）

页次

379 - 418

内容语文

繁體中文
中文摘要

搜尋引擎是當前網路行銷最重要的傳播媒體，在搜尋引擎曝光被認為是有效的品牌行銷策略。然而，過去的研究發現使用者的知識結構不同對品牌效果均有所差異。本研究乃援引說服知識模式來探討在重複曝光下，網路使用者的產品知識與說服知識對品牌記憶與品牌態度的影響；此外，行動裝置與PC螢幕尺寸有所差異，亦可能影響對使用者的品牌效果。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，產品知識的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。
英文摘要

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.
主题分类 社會科學 > 管理學
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