전자상거래에서 키워드 검색 광고 전략을 위한 제품 관여도에 따른 클릭률에 관한 연구

• Published in: 무역연구 Vol. 13; no. 3; pp. 543 - 562
• Main Author: 전민준(Min-Jun Jeon)
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 30.06.2017; The Korea International Trade Research Institute
• Subjects: 무역학; Click Through Rate; Internet Advertising Strategy; Internet Electronic Commerce; Web Advertising Evaluation; Search Engine advertising
• ISSN: 1738-8112; 2384-1958

Keyword search ads, which account for the largest portion of online e-commerce online advertising, are among the fastest growing online advertising in recent years. Keyword search ads should be more cost-effective than other internet ads since advertising costs can be higher than the effects. In this study, I analyzed the relationship between Click Through Rate (CTR) and product involvement. CTR is a quality index and the higher CTR, the higher the advertisement impact. A researcher analyzed users’ search data provided by Naver to find out the relationship among number of clicks, CTR, and number of keyword’s hits. Using the data, each representative keyword is selected and compared according to the product type. The results of this study show that it is not effective to advertise through most popular keywords, but rather to advertise through optimized keywords. In addition, The effect of keyword search advertising is considered to be dependent on the level of product involvement in consumer behaviour. It is expected to contribute to the extant literature by providing a way of estimating the impact of advertising through the internet by suggesting optimized criteria relative to key word search and CTR. KCI Citation Count: 5