일반 검색광고와 쇼핑 검색광고 효과에 영향을 미치는 소비자 특성과 지각된 검색광고 특성 : 미국 소비자를 대상으로 = Factors Influencing the Effectiveness of Typical Search Advertising and Shopping Search Advertising : Focusing on American Consumers

국문 초록 (Abstract)

검색광고는 검색엔진에 소비자가 입력한 검색어에 대응하여 검색결과 페이지에 노출되는 광고이다. 본 연구는 미국 소비자를 대상으로 설문조사를 통하여 구글 검색 사이트에서 제공하는 일반 검색광고와 쇼핑 검색광고의 태도, 클릭빈도 및 구매빈도에 영향을 미치는 소비자 특성과 지각된 검색광고 특성에 대해 살펴보았다. 소비자 특성에 관한 연구결과, 브랜드의식은 쇼핑 검색광고 효과에 정의 영향을 미치는 것으로 나타났다. 충동구매성향은 검색광고 클릭빈도와 구매빈도에 정의영향을 미쳤다. 마지막으로, 광고회의가 높을수록 검색광고 태도가 더 부정적이었으며 클릭빈도와 구매빈도가 더 낮았다. 지각된 검색광고 특성에 관한 연구결과, 지각된 광고의 정보성은 검색광고 태도에 정의 영향을 미쳤지만, 지각된 침입성은부의 영향을 미치는 것으로 나타났다. 마지막으로 지각된 검색광고 과부하는 검색광고 클릭빈도와 구매빈도에 부의 영향을미쳤다.

다국어 초록 (Multilingual Abstract)

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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