非營利組織對關鍵字廣告之運用：開放文化基金會個案研究

Abstract

本論文旨在探究非營利組織對於關鍵字廣告之運用，並以開放文化基金會作為個案研究之對象。小型非營利組織投入行銷時，常面臨財務困境及人力短缺，因此必須善用資源以最大化行銷效果。本論文聚焦於數位行銷下的關鍵字廣告，研究目的在於找出不同行銷標的下，能發揮最大效能的特定關鍵字屬性，以幫助非營利組織有效地選擇購買關鍵字，達到更佳的關鍵字廣告成效。 進行個案研究的資料分析時，我們根據AARRR模型的五個階段，提出對應的行銷目標，並採用迴歸分析辦別各項關鍵字屬性與這些標的之間是否相關、相關方向及相關強度。研究結果呈現不同關鍵字屬性在各階段的影響能力，我們嘗試解讀原因，討論後續應用及改善機會，綜整並提出關鍵字廣告運用之建議。

The purpose of this thesis is to uncover the possibilities for nonprofit organizations (NPOs) to better utilize the limited resource and optimize their online marketing effectiveness. Focusing on keyword advertising, our analysis aims to identify the significant factors and find out the specific attributes of the keywords that can affect advertising performance, and accordingly put forward the suggestions. We conducted the case study on Open Culture Foundation (OCF), a Taiwan-based NPO. Performing the regression analysis of keyword attributes in the AARRR model, we examined and interpreted the relationships between independent variables (keyword attributes) and the dependent variable (advertising effectiveness measurement). Our research findings discover each attribute’s potential impacts in particular stages.