点击付费(PPC)广告和持续银行服务意向

Sajad Rezaei, Muslim Amin, Halimin Herjanto
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引用次数: 0

摘要

尽管按点击付费(PPC)广告和搜索引擎优化在金融业越来越受欢迎,但关于按点击付费广告对银行客户持续搜索意向和银行服务意向的影响的研究却明显不足。本研究旨在填补这一空白,调查在零售银行业务中使用 PPC 作为工具对客户搜索意向和持续服务意向的影响。我们采用定量设计收集数据,并使用最大似然估计法(MLE)进行路径分析,以分析实证数据。我们的研究结果揭示了几个实质性的结果。首先,持续搜索意向会明显影响持续银行服务意向。其次,对 PPC 广告的态度会对持续搜索意向和银行服务意向产生重大影响。第三,对 PPC 广告的满意度是形成对 PPC 的态度、持续搜索意向和持续银行服务意向的关键。第四,感知有用性直接影响对 PPC 的态度、对 PPC 的满意度和持续搜索意向。最后,虽然 PPC 广告的感知易用性和感知确认性与感知有用性相关,但它们并不直接影响对 PPC 的态度。通过采用双重意向方法,本研究强调了了解 PPC 属性在塑造客户短期和长期行为意向方面的不同作用的重要性,从而为银行业文献做出了贡献。
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Pay-per-click (PPC) advertising and continuous banking service intentions

Despite the increasing popularity of pay-per-click (PPC) advertising and search engine optimization within the financial industry, there is a notable lack of research on the effectiveness of PPC on bank customers' continuous search intention and banking services intention. This study aims to fill this gap by investigating the use of PPC as a tool on customers' search intention and continuous services intention in a retail banking context. Utilizing a quantitative design, we collected data and employed maximum likelihood estimation (MLE) for path analysis to analyze the empirical data. Our findings reveal several substantial results. Firstly, continuous search intentions significantly influence continuous banking services intentions. Secondly, attitude toward PPC advertising significantly affects both continuous search and banking services intentions. Thirdly, satisfaction with PPC advertising is crucial in shaping attitudes toward PPC, continuous search intention, and continuous banking services intention. Fourthly, perceived usefulness directly influences attitudes toward PPC, satisfaction with PPC, and continuous search intention. Lastly, while PPC advertising's perceived ease of use and perceived confirmation are linked to perceived usefulness, they do not directly affect attitude toward PPC. By adopting a dual intentions approach, this study contributes to banking literature by highlighting the importance of understanding the distinct roles of PPC attributes in shaping short- and long-term customer behavioral intentions.

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来源期刊
CiteScore
5.60
自引率
26.70%
发文量
61
期刊介绍: Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.
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