臺灣博碩士論文加值系統

關鍵字廣告已經躍居網路廣告的主流之一。在關鍵字廣告中，如何創造提升點閱率，不管是對廣告商或廣告主而言，都是一項重要的議題。簡單的說，廣告主選擇關鍵字，當搜尋引擎處理到所挑選的關鍵字時，會在搜尋結果的頁面中出現廣告主刊登的廣告，而當所觸發的廣告被點閱時，才會被計費。因為關鍵字廣告是透過使用者自發性的行為，有別於傳統的強迫曝光的橫幅廣告，所以它是目前網路廣告方式中點閱率相當高的一種廣告方式。關鍵字廣告由於點閱率高加上每次點閱成本低，是現在最受中小企業歡迎的網路廣告方式。因此，如何提升點閱率，以增強關鍵字廣告的效能便顯得十分重要。本研究試圖定義關鍵字廣告的需求品質要素，並利用決策樹方法與狩野模式，從顧客的觀點來分析對於各種關鍵字廣告品質要素的顧客需求分類，以做為行銷策略上改善的方向。

Keyword advertising has become one of major trends in online advertisements. In keyword advertising, how to create a high hit rate is a critical issue for both advertisers and advertise agencies. Briefly speaking, the advertiser selects its keywords. When the search engine is used to conduct a search using any of those keywords, the advertiser’s advertisement will appear on the search results page. Advertisers will pay when a user clicks on the triggered advertisement. Because the keyword advertising is different from traditional banner advertisements which force users to read, it has become a popular ways for advertising. And the advertising cost is calculated by its click amount. It’s cheaper than traditional online advertisements. It’s very popular and suitable for small and medium enterprises. Therefore, how to enhance the benefits of keyword advertising by increasing its click rate is one of important problems. Consequently, this study aims to define the quality elements of keyword advertising and then use Kano analysis and decision trees algorithm to categorize customers’ needs and to extract latent knowledge for adjusting marketing strategies from the viewpoints of customers.

第一章 緒論..............................................................................................1
1.1研究背景....................................................................................1
1.2研究動機....................................................................................3
1.3研究目的....................................................................................4
第二章 文獻探討......................................................................................5
2.1關鍵字廣告及其品質要素.......................................................5
2.2 Kano model...............................................................................7
2.3 決策樹方法............................................................................11
第三章 研究方法..................................................................................12
3.1 研究流程................................................................................12
3.2 Kano 品質模式的問卷設計與屬性歸類..............................16
3.2.1 Kano Model方法之操作流程.....................................16
3.2.2 Kano Model應用範例.................................................17
第四章 實驗結果..................................................................................19
4.1 定義關鍵字廣告品質要素...................................................19
4.2 資料收集................................................................................21
4.3 資料分析................................................................................23
4.3.1狩野模式分析................................................................23
4.3.2 交叉分析之結果...........................................................25
4.3.3決策樹結果....................................................................30
第五章 結論與未來研究方向.............................................................32
5.1 結論........................................................................................32
5.2 未來研究方向.......................................................................32
參考文獻.............................................................................................33
附錄 正式問卷 .......................................................................39
表目錄
表3-1 Kano 二維品質要素歸類表..........................................................17
表4-1關鍵字廣告品質要素定義表.........................................................20
表4-2收集資料之敘述統計分析.............................................................21
表4-3 Kano品質屬性歸納表...................................................................24
表4-4交叉分析之結果.............................................................................25
表4-5 5-fold cross validation實驗結果....................................................30
表4-6決策樹所萃取出重要的規則........................................................31
圖目錄
圖1-1 Kano 二維品質模式.....................................................................8
圖 3-1 研究流程圖..................................................................................14
圖 3-2 決策樹模型建構流程圖..............................................................15
圖 3-3 運用Kano品質模式的問卷操作流程圖....................................18

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