일반 검색광고와 쇼핑 검색광고 효과에 영향을 미치는 소비자 특성과 지각된 검색광고 특성 : 미국 소비자를 대상으로

초록

Search advertising is displayed on a search result page in response to a consumerʼs search query. Using a survey method, this study examined the factors influencing the effectiveness of typical search advertising and shopping search advertising. Specifically, this study examined the influences of consumer characteristics and perceived search advertising characteristics on American consumersʼ attitude toward search advertising, click frequency, and purchase frequency. Regarding the consumer characteristics, this study demonstrates that brand consciousness influences attitude toward shopping search advertising, click frequency, and purchase frequency positively. Impulse buying tendency has positive effects on both click frequency and purchase frequency. Moreover, the more consumers are skeptical about advertising in general, the more negatively they respond to search advertising. For the perceived search advertising characteristics, this study shows that perceived informativeness influences attitude toward search advertising positively. On the other hand, perceived intrusiveness has a negative influence on search advertising attitude. Finally, search advertisingʼs perceived overload influences both click frequency and purchase frequency negatively.

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