Research On Influence Factors Of Search Engine Advertising Effect

China Internet Network Information Center (CNNIC) released a report, it said that the quantity of Chinese search engine users has reached 235 million at the end of June 2009 with an annual growth rate of 34%. Search engine users' income level is higher than the national overall level of Internet users'. Search engine market has a high commercial value. The report also found that advertisers whose annual turnover was less than 20 million have accounted for 70.9% of the total number of advertisers, and they played an important role in the search engine market. We can say that it is a large number of small and medium enterprises that promote the development of search engine. The search engine is transforming from a information retrieval tools to the "golden tool", that can bring real effect. This has resulted in the economy of search.Studies on the evaluation of online advertising effect have become more and more with the rapid development of the search engine market. But studies on the evaluation of search engine advertising have mostly been at an early stage. There are currently no scholars proposed evaluation index system and corresponding model about search engine advertising effect. Corresponding study based on consumer behavior is still a research gap.This paper first reviews some of the traditional advertising effect evaluation model, then proposes a basic influence factor model that based on the CAB learning ladder and the IAM model, then extends the model and proposes the research model and corresponding hypothesis. After the implementation of the survey, we use validity analysis, reliability analysis, variance analysis and structural equation modeling to test and correct the research model. Finally we propose the influence factors of search engine advertising effect, those are product category, task factors, background factors and consumer factors, then we give some suggestions to advertisers. At the end of this paper, we make a summary of our research achievements, point out the limitations of the study, and give some suggestions to following studies.