消费者对搜索平台付费广告设置策略的点击反应

Ming Cheng, Zhen Zhu
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引用次数: 0

摘要

搜索平台是当代的数字服务,通过为平台的每一方提供服务,在多方市场上创造价值--为互联网上的所有网站运营商提供内容索引,为付费广告商或卖家投放网页并跟踪业绩,以及搜索市场产品以匹配网络用户的查询。搜索平台有兴趣在赞助商广告集层面制定战略,以优化消费者点击。我们的研究借鉴了酒店业、搜索引擎广告和产品分类领域的文献支持,考察了搜索平台的付费广告策略(付费广告集规模和广告集吸引力)与消费者对赞助商广告部分的单次或多次点击之间的关系。我们使用从一家领先的中文搜索引擎收集的大规模酒店搜索分类数据集,通过多叉 logit 模型方法对两者之间的关系进行了实证检验。我们的结果表明,付费广告集的大小对消费者的广告集选择和多次点击行为有积极影响,但这种影响会逐渐减弱。我们的研究还揭示了两种类型的广告吸引力(基于偏好和基于社交)对付费广告集规模和消费者反应之间关系的不同调节作用。我们将讨论这项研究对搜索平台和酒店业广告商的理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Click Responses to Paid Ad Set Strategies of Search Platforms
Search platforms are contemporary digital services that create value on multi-sided markets through providing services to each side of their platforms—indexing contents for all website operators on the internet, placing pages and tracking performance for paid advertisers or sellers, and searching market offerings to match inquiries for web users. Search platforms are interested in developing strategies at the sponsored ad set level to optimize consumer clicks. Drawing literature supports from hospitality, search engine advertising, and product assortment areas, our study examines the relationships between search platforms’ paid ad strategies (in paid ad set size and set attractiveness) and consumer’s single or multiple clicks on the sponsored ad section. We empirically test the relationships in a multinomial logit modeling approach using a large-scale disaggregated, hotel-search dataset collected from a leading Chinese search engine. Our results suggest a positive but diminishing impact of paid ad set size on a consumer’s set selection and multiple click-through behavior. Our study also spotlights the distinct and often divergent moderating effects of two types of ad attractiveness, preference-based and social-based, on the relationship between paid ad set size and consumer responses. We discuss the theoretical and managerial implications of this research to search platforms and advertisers in hospitality alike.
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