第9期 姜旭平等:影响搜索引擎营销效果的关键因素分析 45一 [2] Joachims T. Optimizing Search Engines using Clickthrough Data [M]// Proceedings of the 28th annual international ACM IgIrconferenceonhumanfactorsincomputingsystems2002.http://www.inf.unibz.it/-ricci/sdb/papers/joachiMs [13] Ducoffe D S, Eugene S. A survey of senior agency, advertiser, and media executives on the future of advertising [].Jour- nal of Current Issues and Research in Advertising, 1996, 18(1): 1-19 414]Granka L A, Joachims T, Gay G. Eye-tracking analysis of user behavior in WWW search. Proceedings of the 27th annual international ACM SIGIR conference on Human factors in computing systems, 200 http://www.hei.cornelledu/projects/pdfs%20of%20pubs/sigir04.pdf L15] Cutrell E, Guan Z. What are you looking for?: An eye-tracking study of information usage in web search [C]// Proceedings of the SIGCHi conference on Human facto omputing systems, 2007 16]Guan Z. An eye tracking study of the effect of target rank on web search [C]. Proceedings of the SIGCHI conference on Hu manfactorsincomputingsystems2007.http://research.microsoftcom/en-us/um/people/cutrell/chi2007-effect% 20of %20rank %20on %20search-GuanCutrell pdf 7席酉民,井辉,肖宏文,等.和谐主题与和谐机制一致性关系的实证分析(J)管理科学学报,2008,11(5):95 10l Xi You-min, Jing Hui, Xiao Hong-wen, et al. Empirical study on fit of HEXIE theme and HEXIE mechanism D].Journal of Management Sciences in China, 2008, 11(5): 95-101.(in Chinese) 8]姜旭平.网络整合营销传播DM].北京:清华大学出版社,2007:420-423:307-346 Jiang Xu-ping. Electronic Integrated Marketing Communication [M]. Beijing: Tsinghua University Press, 2007:420 423:307-346.( (in Chinese) 9]王济川,郭志刚. Logistic回归模型——方法与应用M].北京:高等教育出版社,2001:6-203 Wang Jichuan, Guo Zhi-gang. Logistic Regression Model: Methodology and Applications [M]. Beijing: High-Education Press. 2001: 6-203.(in Chinese Study on the core factors impacting search engine marketing JIANG Xu-ping, WANG Xin chool of Economies Management, Tsinghua University, Beijing 100084, China Abstract: The paper focuses on consumers'online searching behavior and analyzes the factors that may influ- ence consumers' attention and click behaviors on the search results. These factors include consumers"motiva- tion of search, location of an item on the webpage, impact of nearby items, and the relevancy between search motivation and ad wording. In a survey which mimics the browsing of search results, we manipulated different scenarios and asked the participants which links they would like to click on. The empirical results support that these factors drive the effectiveness of Intermet search engine, and by controlling and changing these factors managers can do better in communicating marketing information Key words: search engine marketing: click -through rate; choice behavior; relevance; e-marketin 91994-2011chInaacAdemicJournalElectronicpUblishingHouse.Allrightsreservedhttp://www.cnki.net［12］Joachims T． Optimizing Search Engines using Clickthrough Data［M］/ / Proceedings of the 28th annual international ACM SIGIR conference on human factors in computing systems，2002． http: / /www． inf． unibz． it / ～ ricci /SDB/papers/joachims_ 02c． pdf． ［13］Ducoffe D S，Eugene S． A survey of senior agency，advertiser，and media executives on the future of advertising［J］． Jour￾nal of Current Issues and Research in Advertising，1996，18( 1) : 1 － 19． ［14］Granka L A，Joachims T，Gay G． Eye-tracking analysis of user behavior in WWW search． Proceedings of the 27th annual international ACM SIGIR conference on Human factors in computing systems，2004 http: / /www． hci． cornell． edu /projects/pdfs%20of%20pubs/sigir04． pdf． ［15］Cutrell E，Guan Z． What are you looking for?: An eye-tracking study of information usage in web search［C］/ / Proceedings of the SIGCHI conference on Human factors in computing systems，2007． ［16］Guan Z． An eye tracking study of the effect of target rank on web search［C］． Proceedings of the SIGCHI conference on Hu￾man factors in computing systems，2007． http: / /research． microsoft． com/en-us/um/people /cutrell /CHI2007-effect% 20of%20rank%20on%20search-GuanCutrell． pdf． ［17］席酉民，井 辉，肖宏文，等． 和谐主题与和谐机制一致性关系的实证分析( J) ． 管理科学学报，2008，11( 5) : 95 － 101． Xi You-min，Jing Hui，Xiao Hong-wen，et al． Empirical study on fit of HEXIE theme and HEXIE mechanism［J］． Journal of Management Sciences in China，2008，11( 5) : 95 － 101． ( in Chinese) ［18］姜旭平． 网络整合营销传播［M］． 北京: 清华大学出版社，2007: 420 － 423; 307 － 346． Jiang Xu-ping． Electronic Integrated Marketing Communication［M］． Beijing: Tsinghua University Press，2007: 420 － 423; 307 － 346． ( in Chinese) ［19］王济川，郭志刚． Logistic 回归模型———方法与应用［M］． 北京: 高等教育出版社，2001: 6 － 203． Wang Ji-chuan，Guo Zhi-gang． Logistic Regression Model: Methodology and Applications［M］． Beijing: High-Education Press． 2001: 6 － 203． ( in Chinese) Study on the core factors impacting search engine marketing JIANG Xu-ping，WANG Xin School of Economics ＆ Management，Tsinghua University，Beijing 100084，China Abstract: The paper focuses on consumers’online searching behavior and analyzes the factors that may influ￾ence consumers’attention and click behaviors on the search results． These factors include consumers’motiva￾tion of search，location of an item on the webpage，impact of nearby items，and the relevancy between search motivation and ad wording． In a survey which mimics the browsing of search results，we manipulated different scenarios and asked the participants which links they would like to click on． The empirical results support that these factors drive the effectiveness of Internet search engine，and by controlling and changing these factors， managers can do better in communicating marketing information． Key words: search engine marketing; click-through rate; choice behavior; relevance; e-marketing 第 9 期 姜旭平等: 影响搜索引擎营销效果的关键因素分析 — 45 —