使用者線上瀏覽與廣告點擊行為之實證研究

Abstract

根據eMarketer 2007 年的調查指出，過去三年美國網路廣告市場持續以每年30%的成長率擴張，預估到2011 年時網路廣告市場將達到365 億美金。觀看台灣的網路廣告市場，發現短短四年內網路廣告已經佔所有廣告總額的5%，且網路已成為電視外第二高媒體到達率的媒介。無論對於廣告主或廣告商甚至是學界，網路廣告都是一個熱門話題。過去網路廣告學術研究問題包含廣告在不同媒體上的差異、廣告執行手法、廣告內容與一致性對於廣告效益的影響、網路廣告檔期排程和線上消費者特性探討等，但以網路消費者特性為主題的研究不是很多。 本研究將進行瀏覽與廣告點擊行為之間的關連分析，試圖瞭解三大面向的問題：一、不同廣告類型是否有顯著點擊率差異；二、不同網站平台是否對於點擊率高低有所影響；三、網路廣告高點擊群相較於低點擊群是否有任何不同的特質，並比較橫幅廣告的高點擊群和關鍵字廣告的高點擊群的特質是否有所不同。利用消費者線上瀏覽實際資料進行分析，研究發現可以分為兩個部分：橫幅廣告和關鍵字廣告。在橫幅廣告部分，發現網站平台對於廣告點擊率有顯著影響，高點擊群跟低點擊群在站內瀏覽率、平均單頁接觸廣告量與瀏覽深度上有差異，不過這樣的高低點擊行為和個人沒有相關，即並沒有一群人特別會點擊橫幅廣告，而是廣告所在平台會與高低點擊行為有關。在關鍵字廣告部分，網站平台對點擊率沒有影響，不過關鍵字廣告高低點擊群和個人特性有關。至於橫幅廣告與關鍵字廣告兩者點擊率確實有所差異，但發現與全球趨勢相反的結果，台灣橫幅廣告點擊率低於關鍵字廣告點擊率。根據以上這些發現相信可以為廣告主、廣告商和未來 學術研究提供有用的參考方向。

According to the survey of eMarketer in 2007, the online advertising market has been growing up by an annual rate of 30% during the past three years and it’s estimated that the total internet advertising market will reach the amount of US$ 36.5 billions in 2011. As for Taiwan online market, the proportion of online advertising spending is 5%. With the increasing importance of internet advertising, not only advertisers but also advertising agencies concern the using of online media, so does the academic studies. Reviewing the previous studies, they lack the link between advertising and users’ online behavior. This study would like to answer the following questions: Does different types of online advertising affect the click-through rate? Does the different websites have significant impact on click-through rate? Is there any unique behavioral character of people with high click-through rate? Via actual record of users’ online behavior and the advertisement click-through data of banners and keyword sponsor links, it finds that the types of advertising affect the rate of ad click-through. As for banners, the websites play an important role in influencing the click-through rate. On the other side, the personal characteristics are relative to the high or low contextual advertising click-through rate. The trend of the click-through rate of banners and contextual advertisements found in this study is different from the global trend. This interesting finding may be explained by the cross-cultural differences of reading habits. With regards of these finding, this study can provide insights and directions for advertisers, advertising agencies and future academic research.