Research On The Influencing Factors Of Users' Click Intention On Sponsored Search Engine Advertising

The number of Chinese search users is growing rapidly every year, which provides fertile and rich soil for the survival and development of search engine advertising. Now, search engine advertising has become the new popular star of the media industry, and selecting search engine advertising for enterprise products or services promotion has become an inevitable road of the overwhelming majority of enterprises. For enterprises, how to achieve the efficient utilization of search engine advertising on brand promotion and product sales become a difficult problem that need to be solved urgently. Click is a key link that enterprises achieve its search engine advertising marketing effects, and also is an important basis for follow-up marketing behavior, so that enhance the click rate of search engine advertising becomes very important. This paper selects search users click intention as the research objective, in order to explore the key factors which affect users click intention towards search engine advertising from the angle of enterprises, and carries on the empirical test by structural equation modeling.Through elaborate screening and treatment of the related documents at home and abroad, and combined with the actual situation of search engine advertising application in China, this paper constructs the research model of users click intention towards search engine advertising. 368 valid questionnaires are collected to reliability and validity analysis and fitting index test by using SPSS 19.0 and AMOS 17.0. verify the rationality of the questionnaires data and the feasibility of the research model; Each path relationship between the latent variables in the research model are empirically tested and corrected by using structural equation modeling, and get the best fitting model at last; A comprehensive interpretation of the optimal model is given on the basis of path coefficient and parameter estimation. This paper conclusion basically has the following two aspects:(1) Developing influencing factors scale of users click intention towards search engine advertising on the search results page. Based on the documents at home and abroad, this paper extracts some indicators which are in line with the actual situation of the study, eliminate the indicators whose factor loading coefficient are lower than standard value and factor classification misplaced, and eventually form the formal evaluation scale of users click intention towards search engine advertising. (2) Quantifying the causality that each influencing factors on users click intention towards search engine advertising. The empirical study shows that adverting position, content correlation,information richness, product familiarity and search background have varying degree effects on users click intention towards search engine advertising, and the influence from content correlation is the biggest. However, before-and-after relationship has no significant influence on users click intention towards search engine advertising.This paper constructs the research model about users click intention towards search engine advertising, and the conclusion from the study will have certain reference value and significance for enterprise marketing personnel and search advertisers.