키워드 검색의 판매 효과에 관한 2단계 모형
A Two-Stage Model of the Effects of Keyword Searches on Sales
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참고문헌
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초록
인터넷이 급속히 확산되면서 키워드 검색은 소비자들이 상품에 관한 정보를 탐색하기 위하여 사용 하는 주요한 수단으로 자리 잡았다. 또한 업계에서는 키워드 검색이 판매에도 중요한 영향을 미치는 것으로 알려져 있다. 그러나 키워드 검색에 대한 학술적인 연구는 발견되지 않고 있다. 본 연구는 가 설에만 머물러있던 키워드 검색의 효과를 브랜드별 키워드 검색건수 데이터를 이용해서 최초로 실증 분석하고자 하였다. 이를 위해 광고비가 검색건수에 영향을 미치고, 검색건수는 판매량에 영향을 미 치는 2단계 모형을 설정하고, 이동통신, 초고속인터넷, 자동차 시장을 대상으로 추정하였고, 그 결과 를 대안모형들과 비교, 분석하였다. 분석 결과 2단계 모형은 이동통신, 초고속인터넷 시장보다는 자동 차 시장에서 대체로 더 유의한 결과를 나타냈고, 자동차 브랜드들 중에서도 기존 브랜드보다는 신규 브랜드에서 더 유의한 결과를 나타냈다. 또한 2단계 모형을 사용함으로써 광고비는 키워드 검색건수 에 유의한 영향을 미치지만, 키워드 검색건수는 판매량에 유의한 영향을 미치지 못하는 자동차 브랜 드들을 찾아낼 수 있어서, 마케팅 관리자는 대안 모형을 사용하는 경우에 비해서 촉진 믹스 결정에 더 유용한 시사점을 얻을 수 있는 것으로 나타났다.
Abstract
While more and more consumers rely on keyword searches to obtain information on products, little research has been conducted on the effect of keyword searches on sales. The goal of this research is to investigate the relationship between keyword searches and sales for the first time. We develop a two-stage model that captures 1) the effect of advertising expenditure on the number of keyword searches and 2) the effect of the number of keyword searches on sales. We estimate the model on data from 11 brands in three different product categories: mobile telecommunication, high-speed internet, and automobiles. We also compare the proposed model with two single-stage models. We find that brands in the automobile industry tend to show significant relationships among advertising expenditure, number of keyword searches, and sales while brands in the other industries do not. Among the automobile brands with significant results, new brands exhibit stronger effects than existing ones. Finally, we find that single-stage baseline models are likely to produce misleading results, which demonstrates the usefulness of the proposed two-stage model.
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