An Empirical Study of Web Users'' Online Behavior and Advertising Click-through
Date Issued
2007
Date
2007
Author(s)
Hung, Mao-Sen
Abstract
According to the survey of eMarketer in 2007, the online advertising market has been growing up by an annual rate of 30% during the past three years and it’s estimated that the total internet advertising market will reach the amount of US$ 36.5 billions in 2011. As for Taiwan online market, the proportion of online advertising spending is 5%. With the increasing importance of internet advertising, not only advertisers but also advertising agencies concern the using of online media, so does the academic studies.eviewing the previous studies, they lack the link between advertising and users’ online behavior. This study would like to answer the following questions: Does different types of online advertising affect the click-through rate? Does the different websites have significant impact on click-through rate? Is there any unique behavioral character of people with high click-through rate? Via actual record of users’ online behavior and the advertisement click-through data of banners and keyword sponsor links, it finds that the types of advertising affect the rate of ad click-through. As for banners, the websites play an important role in influencing the click-through rate. On the other side, the personal characteristics are relative to the high or low contextual advertising click-through rate. The trend of the click-through rate of banners and contextual advertisements found in this study is different from the global trend. This interesting finding may be explained by the cross-cultural differences of reading habits. With regards of these finding, this study can provide insights and directions for advertisers, advertising agencies and future academic research.
Subjects
online advertising
banners
keyword
online behavior
click-through
Type
thesis
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