頁籤選單縮合
題 名 | 廣告主對關鍵字廣告科技接受度之研究=A Study of the Technology Acceptance of Keyword Advertising to the Advertisers |
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作 者 | 顏永森; 李昇仰; | 書刊名 | 企業管理學報 |
卷 期 | 94 2012.09[民101.09] |
頁 次 | 頁69-92 |
分類號 | 497.468 |
關鍵詞 | 廣告主; 關鍵字廣告; 科技接受模型; 結構方程模型; Advertiser; Keyword advertising; Technology acceptance model; Structural equation modeling; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要係探討廣告主對於關鍵字廣告的接受度之研究,由於網路廣告的快速發展,帶動關鍵字廣告的廣泛應用。因此本研究以科技接受模型為基礎,探討知覺易用性與知覺有用性對使用意願的影響,並且加入系統屬性進行探討。本研究以調查106家關鍵字廣告之廣告主作為研究對象。研究發現,預算控制、效率性與知覺有用性是影響廣告主使用意願的主要因素。其中預算控制與效率性會影響其知覺有用性,而知覺有用性會影響其使用態度與使用意願。 |
英文摘要 | This study aims to explore the technology acceptance of keyword advertising to the advertisers. Due to the rapid development of internet advertising, keyword advertising has been driven to widely apply for the advertisers. Based on technology acceptance model, this study explores the impacts of perceived ease of use and perceived usefulness on usage intention, and also integrates the attributes of keyword advertising into the original model for the extension 106 advertisers who are keyword advertising users were investigated. The findings reveal that perceived usefulness, budgetary control and efficiency are the three main factors influencing on technology acceptance of keyword advertising. Meanwhile, budgetary control and efficiency positively affect perceived usefulness, and then perceived usefulness positively affect usage attitude and usage intention. |
本系統中英文摘要資訊取自各篇刊載內容。