Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 187-203 |
| Number of pages | 17 |
| Journal | MIS Quarterly: Management Information Systems |
| Volume | 40 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2016 Mar 1 |
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All Science Journal Classification (ASJC) codes
- Management Information Systems
- Information Systems
- Computer Science Applications
- Information Systems and Management
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Deal-seeking versus brand-seeking : Search behaviors and purchase propensities in sponsored search platforms. / Im, Il; Jun, Jongkun; Oh, Wonseok; Jeong, Seok Oh.
In: MIS Quarterly: Management Information Systems, Vol. 40, No. 1, 01.03.2016, p. 187-203.Research output: Contribution to journal › Article
TY - JOUR
T1 - Deal-seeking versus brand-seeking
T2 - Search behaviors and purchase propensities in sponsored search platforms
AU - Im, Il
AU - Jun, Jongkun
AU - Oh, Wonseok
AU - Jeong, Seok Oh
PY - 2016/3/1
Y1 - 2016/3/1
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=84961820494&partnerID=8YFLogxK
U2 - 10.25300/MISQ/2016/40.1.08
DO - 10.25300/MISQ/2016/40.1.08
M3 - Article
VL - 40
SP - 187
EP - 203
JO - MIS Quarterly: Management Information Systems
JF - MIS Quarterly: Management Information Systems
SN - 0276-7783
IS - 1
ER -