The Impact Of Search Engine Marketing On User Selecting And Experience

Search engine is an important tool for users to search the online information,and it plays an important role in connecting the users and enterprises.Through search engines,enterprises carry out search engine marketing,which can attract more users to notice,click and browse the website of the enterprise,and then to create more benefits.Search engine marketing cannot be achieved without the users,the user select to use the search engine,select to pay attention and click on search engine advertising,and get a positive experience in the website are three conditions for the success of search engine marketing.However,the implementation of search engine marketing may have a negative impact on the user's selecting behavior and experience,thus affecting the effectiveness of search engine marketing.Therefore,it is necessary to explore the impact of search engine marketing on user selecting and experience.Search engine marketing mainly includes search engine advertising and search engine optimization.In the existing research,lots of authors paid attention to the impact of search engine marketing on user behavior,but it mainly analyzed the correlation between different marketing methods and click rate(or conversion rate)from the technical level,and rarely used behavioral science theory to analysis deeply.Moreover,related research concerned more about the positive effects of search engine marketing.This thesis focuses on 3 questions,and through 2 studies to analyze and discuss.Study 1 focus on 2 questions:(1)The impact of search engine advertising on search engine usage behavior;(2)The impact of search engine advertising on search engine advertising avoidance(i.e.,user reduce their notice and click on search engine advertising).Study 2 focuses on 1 question: the impact of search engine optimization on user experience.The research work includes:(1)Thesis conducts the literature research,and propose research direction of this thesis.(2)Based on advertising avoidance theory and existing research,thesis builds the conceptual model of Study 1,and put forward the hypothesis.(3)Through an online survey to obtain the data of Study 1 and the hypotheses are tested by regression analysis.(4)Based on behavior science research,thesis builds the conceptual model of Study 2,and put forward the hypotheses.(5)Data from Study 2 are obtained through a third-party tools website,and hypotheses are tested by regression analysis as well.(6)The theoretical and practical implications of the results are discussed,and the shortcomings of the research are analyzed and future research directions are presented.The results of the study 1 show that:(1)Perceptions of search engine advertising(perceived goal impediment,perceived ad clutter,and prior negative experience)have a significant positive impact on search engine advertising avoidance,but have no significant effect on search engine usage behavior;(2)Perceived search skills has a significant positive effect on the search engine usage behavior,but the effect on the search engine advertising avoidance is not significant;(3)The cross item of the perceived search skills and perceived ad clutter has a significant negative effect on the search engine usage behavior.Study 2 found that:(1)The influence of keyword density and page size on the user experience(include daily page views and Baidu weight)is not significant;(2)The title length has a significant negative impact on the daily page views,and have U-shaped relationship with Baidu weight;(3)The 404 error page and link popularity have a significant positive impact on the user experience.The thesis not only enriches the research framework of search engine marketing,but also extends the research on search engine usage behavior and advertising avoidance.The results provide a reference for enterprises to implement search engine marketing,help enterprises to better understand the users,and then attract users,retain users.In addition,the results also help search engine operators to manage the operating mechanism of search engine marketing.