학술논문
제품검색광고 내 제품 이미지 위치와 판매 단위 유형이 광고효과에 미치는 영향에 대한 연구
The Effects of Product Image Locations and Product Type on Responses to Search Engine Advertising
The Effects of Product Image Locations and Product Type on Responses to Search Engine Advertising
Document Type
Article
Text
Text
Author
Source
디지털융복합연구, 12/31/2021, Vol. 19, Issue 12, p. 397-404
Subject
Language
한국어(KOR)
ISSN
2713-6434
Abstract
Product image location in search engine advertising plays an important role in consumer perception when the product is relatively low involved and has functional value. The purpose of this research is to investigate the interaction effects of product image location and product type on advertising effectiveness. Building on the literature of location effects, we show that for products for which heaviness is considered a positive attribute, product image placed on the right are preferred. To test hypotheses, a 2(product image location: left vs. right) x 2(product type: single vs. bundle) experiment is conducted and a total of 144 paricipants took part in the experiment. The results revealed that respondents show higher brand attitude and purchse intention toward a bundle product’s advertising with product image place on the right. The results provide implications and suggestions for improving search engine advertising and marketing strategies.