摘 要
截止 2011 年 12 月，在中国搜索引擎用户超过 4.1 亿人，搜索引擎使用
比例达到了 81.9％，成为网民使用最多的网络应用之一。在今天，互联网信
息网络迅速扩张，以网络为代表的双向互动媒体对传统营销传播理论和模式
形成了挑战，导致精准传播等一些新型营销模式开始兴起，如何利用好搜索
引擎营销，对于商家来说，蕴含着巨大的商业潜力。

本文以搜索引擎营销为例，从消费者可能性的搜索行为和需求动机等方
面出发，研究关键词的定位广告、关键词链接信息项对消费者选择行为的影
响。重点研究关键词所反映出来的消费者的个体特征（具体研究搜索动机、
心理偏好、和在线经验）与他们对搜索结果项的选择行为的一致性。本文从
消费者角度出发，运用实验的方法，并且对实验数据进行了相关性检验和多
因素方差分析，分析了消费者的个体特征对他的在线选择行为会产生何种影
响。而后的分析结果显示，从搜索动机角度，追求低价手机、认为手机款式
相差大（需要仔细搜索）；从心理偏好角度，价格敏感和偏好功能的消费者，
在点击的过程中，都会更多的选择符合自身个体特征的搜索结果；此外，在
线经验越丰富的消费者越倾向于点击到搜索关键词所对应的选项。

本文的研究成果，不仅对于搜索引擎营销的研究方面有所补充，同时对
商家在搜索引擎营销的决策层面提供了相关的依据。

关键词：消费者个人特征 点击行为 搜索引擎
Abstract
Until December 2011, China’s search engine users have been more than
410 million people. The rate of search engine utilization has touched 81.9%.
The search engine has been the Internet users’ first choice. It is full of rapid
expansion of information today. The two-way interactive media network
challenges the traditional marketing communication theories and models. It also
gives rise to the accurate dissemination of new marketing model. It contains
enormous commercial potential for the business if they take a good advantage of
the search engine marketing.
This paper takes the search engine marketing as an example. The affection
of the audience choice comes from keyword-targeted ads and keyword link
information items from the search behavior and motivations of consumers. This
paper focuses on the keywords reflecting the characteristics of individual
consumers, online experience and searching motivation. The consistency
between the text descriptions and marketing appeal is also studied. From the
consumer's subjective perspectives, using experimental methods, and
experimental data table test, multivariate analysis of variance, analysis of
consumer personality on his hits what impact behavior. The analysis results
show that the price-sensitive, and the pursuit of functional consumer search
results, click the process, will be more choices in line with their own individual
characteristics; online experience more rich consumers are more likely to click
on search keywords corresponding election entry.
Results of this study, not only for search engine marketing research have
something to add, while businesses in the search engine marketing to provide a
basis for decision-making.
Keywords: Consumer Characteristics Clicks Behavior Search Engine