Search Engine Marketing:How the Display Order of Search Result Page Influences the Brand Evaluation
It remains a critical,puzzling issue in e-commerce research that whether and how brand’s display order in search engine results pages (SERPs) influences consumers’ evaluation from competitors in cyberspace.By referencing relevant literature from internet marketing,e-commerce and cognitive psychology,this study researches the positive effects of key contextual factors which is beneficial for creating brand evaluation online via SERPs.The authors establish two experiments to prove predictions about how search engine result rankings might affect Internet users’ evaluation of an unknown brand by considering three key variables: (1) Internet users’ contextual priming effect resulting from search engine result rankings,(2) Internet search skills of users,and (3) brand’s product involvement.This research has theoretical and practical meanings to understand the effects of search engine optimization techniques.
E-commerce Search engine optimization Product involvement Brand evaluation
Li Huili Zhou Huiyun
Beijing Normal University - Hong Kong Baptist University United International College
国内会议
北京
英文
1-23
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）