How Consumer Personality Affects Online Choice

Until December2011, China’s search engine users have been more than410million people. The rate of search engine utilization has touched81.9%.The search engine has been the Internet users’ first choice. It is full of rapidexpansion of information today. The two-way interactive media networkchallenges the traditional marketing communication theories and models. It alsogives rise to the accurate dissemination of new marketing model. It containsenormous commercial potential for the business if they take a good advantage ofthe search engine marketing.This paper takes the search engine marketing as an example. The affectionof the audience choice comes from keyword-targeted ads and keyword linkinformation items from the search behavior and motivations of consumers. Thispaper focuses on the keywords reflecting the characteristics of individualconsumers, online experience and searching motivation. The consistencybetween the text descriptions and marketing appeal is also studied. From theconsumer’s subjective perspectives, using experimental methods, andexperimental data table test, multivariate analysis of variance, analysis ofconsumer personality on his hits what impact behavior. The analysis resultsshow that the price-sensitive, and the pursuit of functional consumer searchresults, click the process, will be more choices in line with their own individualcharacteristics; online experience more rich consumers are more likely to clickon search keywords corresponding election entry.Results of this study, not only for search engine marketing research havesomething to add, while businesses in the search engine marketing to provide abasis for decision-making.