In the 21st century, e-Commerce and online shopping have come to a stage of steady growth. To encourage consumers to shop online, Internet advertising has become one of the most common strategies for online marketing. The combining traditional and online advertising become a popular marketing strategy and growingly prevalent in Taiwan. While consumers' keyword search behavior is an information-gathering behavior before they make purchase, the advertisers ultimately wish consumers' clicking on Internet advertisements would get them fascinated with certain products. Therefore, this paper adopted the theory of planned behavior as the theoretical background, and the flow theory and perceived creativity were the important antecedent beliefs to explore the consumers' keyword ads search behaviors. An online survey was conducted and a total of 280 usable responses were collected, constituted a response rate of 76.1%. Our results suggested that TPB provided a reasonable depiction of consumers' keyword ads search behaviors. And the flow experience and perceived creativity were the significant antecedent beliefs in our research model. Altogether, the research findings show that all the hypotheses were statically significant except the relationship between the perceived behavior control and keyword search behavior. Based on the research findings, implications and limitations are discussed.
Lin, Cathy s.; Lin, Jean; and Wu, Sheng, "Exploring Consumers' Keyword Ads Search Behaviors: An Integration of Theory of Planned Behavior and Flow Theory" (2008). PACIS 2008 Proceedings. 207.