{"title":"搜索引擎优化(SEO)对网上购物者购买意向的影响","authors":"Anfernee Caro, Aaron Justin Mendoza, Hennie Noble, Kryzl Alexa Tanglao","doi":"10.32996/jbms.2024.6.3.24","DOIUrl":null,"url":null,"abstract":"Search Engine Optimization (SEO) has been a preferred and accessible way of marketing products and services by businesses primarily due to the pandemic's limitations. E-commerce platforms like Zalora's marketing approach heavily rely on search engine optimization and the quality of service it offers [Yousef, 2021]. However, web traffic and customer click-through rates do not necessarily result in purchase intention. This study aimed to assess customers' pre-purchasing intent by measuring the search engine optimization (SEO) engagement rate parameters of Zalora and identifying the factors that encourage customer purchase intention. Thus, the quantitative analysis allowed the measurement of customer engagement and purchase intention. The researchers examined the influence of SEO through Stratified Random Sampling and distributed online and printed survey questionnaires to three hundred seventy-five (375) online shoppers within Region III (Central Luzon), specifically Bulacan, Pampanga, and Tarlac. The findings stated that the factors of Quality Content, Website Interface, and Ranking Algorithm have a p-value of less than 0.05 with a probability of 0.0000, significantly influencing online shoppers' purchase intention. Aside from needs and wants, factors such as promos, visible prices, and ecstatic promotional statements within the URL link entice customers to view and purchase from the search results upon browsing the web. Thus, it provides vital information businesses could utilize to select keywords to include in their clickable search results.","PeriodicalId":505050,"journal":{"name":"Journal of Business and Management Studies","volume":"41 14","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Influence of Search Engine Optimization (SEO) Towards Purchase Intention of Online Shoppers\",\"authors\":\"Anfernee Caro, Aaron Justin Mendoza, Hennie Noble, Kryzl Alexa Tanglao\",\"doi\":\"10.32996/jbms.2024.6.3.24\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Search Engine Optimization (SEO) has been a preferred and accessible way of marketing products and services by businesses primarily due to the pandemic's limitations. 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引用次数: 0
摘要
搜索引擎优化(SEO)一直是企业营销产品和服务的首选和便捷方式,这主要是由于该流行病的局限性。像 Zalora 这样的电子商务平台,其营销方式在很大程度上依赖于搜索引擎优化及其提供的服务质量[Yousef,2021]。然而,网络流量和客户点击率并不一定会带来购买意向。本研究旨在通过测量 Zalora 的搜索引擎优化(SEO)参与率参数来评估客户的预购意向,并找出促进客户购买意向的因素。因此,通过定量分析可以衡量客户参与度和购买意向。研究人员通过分层随机抽样法研究了搜索引擎优化的影响,并向第三区(吕宋岛中部),特别是布拉干、邦板牙和塔拉克地区的三百七十五(375)名在线购物者发放了在线调查问卷和印刷调查问卷。调查结果表明,优质内容、网站界面和排名算法这三个因素的 p 值小于 0.05,概率为 0.0000,对网上购物者的购买意向有显著影响。除了需求和愿望之外,促销活动、可视价格、URL 链接中令人欣喜的促销语句等因素也会吸引顾客在浏览网页时查看搜索结果并购买。因此,它提供了重要的信息,企业可以利用这些信息来选择关键词,并将其纳入可点击的搜索结果中。
Influence of Search Engine Optimization (SEO) Towards Purchase Intention of Online Shoppers
Search Engine Optimization (SEO) has been a preferred and accessible way of marketing products and services by businesses primarily due to the pandemic's limitations. E-commerce platforms like Zalora's marketing approach heavily rely on search engine optimization and the quality of service it offers [Yousef, 2021]. However, web traffic and customer click-through rates do not necessarily result in purchase intention. This study aimed to assess customers' pre-purchasing intent by measuring the search engine optimization (SEO) engagement rate parameters of Zalora and identifying the factors that encourage customer purchase intention. Thus, the quantitative analysis allowed the measurement of customer engagement and purchase intention. The researchers examined the influence of SEO through Stratified Random Sampling and distributed online and printed survey questionnaires to three hundred seventy-five (375) online shoppers within Region III (Central Luzon), specifically Bulacan, Pampanga, and Tarlac. The findings stated that the factors of Quality Content, Website Interface, and Ranking Algorithm have a p-value of less than 0.05 with a probability of 0.0000, significantly influencing online shoppers' purchase intention. Aside from needs and wants, factors such as promos, visible prices, and ecstatic promotional statements within the URL link entice customers to view and purchase from the search results upon browsing the web. Thus, it provides vital information businesses could utilize to select keywords to include in their clickable search results.