DEAL-SEEKING VERSUS BRAND-SEEKING: SEARCH BEHAVIORS AND PURCHASE PROPENSITIES IN SPONSORED SEARCH PLATFORMS
成果类型：
Article
署名作者：
Im, Il; Jun, Jongkun; Oh, Wonseok; Jeong, Seok-Oh
署名单位：
Yonsei University; Hankuk University Foreign Studies; Korea Advanced Institute of Science & Technology (KAIST); Hankuk University Foreign Studies
刊物名称：
MIS QUARTERLY
ISSN/ISSBN：
0276-7783
DOI：
10.25300/MISQ/2016/40.1.08
发表日期：
2016
页码：
187-203
关键词：
doubly robust estimation
Information search
product evaluations
consumer-behavior
Price elasticity
choice model
online
web
QUALITY
uncertainty
摘要：
Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seeking keywords induce a search of greater depth. We also explore the moderating effect of product type (search or experience goods) on the relationship between keyword characteristics and consumer search behaviors and how high-demand seasons (e.g., scheduled sales) influence consumers' search and purchase behaviors. In addition, we estimate the effectiveness of keywords on the basis of their sales-per-cost performance. The findings indicate that search queries containing deal-seeking keywords are associated with higher click-through rates and conversion rates than are search queries without such keywords. We also find that the positive effect of deal-seeking keywords on click-through rates is more pronounced for experience goods than for search goods. However, we identify a negative interaction between experience goods and brand-seeking keywords. A comparison of deal-seeking and brand-seeking keywords in terms of cost effectiveness reveals that deal-seeking keywords generate approximately three times the sales of those produced by brand-seeking keywords.