電視一直是廣告主在行銷商品與服務時最常使用的媒體，而隨著網路時代的來臨，為了更廣泛的接觸到消費群，廣告主在選擇行銷時的廣告媒介也開始考慮利用網路來當作行銷的手段。廣告主將電視廣告與關鍵字廣告結合成新的整合行銷手法電視關鍵字廣告。本研究旨在探討此種新行銷手法是否其有好的廣告效益。本研究分為兩個部份進行分析：（1）探討消費者接收電視關鍵字廣告後的廣告知覺、態度、搜尋動機、行銷活動、選購性商品、廣告中的商品與服務是否影響上網搜尋意願的程度，（2）不同的搜尋意願對點擊搜尋結果連結、點擊官方網站連結行為的差異。研究發現當消費者對廣告中的內容認知程度愈高時，搜尋意願也會愈高，而消費者對電視關鍵字廣告之正向知覺、關鍵字功利性知覺，以及搜尋動機在研究中卻不會提升消費者接收廣告後的搜尋意願，也證實消費者的品牌偏好與網路服務確實會影響搜尋意願，但廣告中有行銷活動、商品為選購品卻不會影響，本研究根據這些研究結果給予廣告主與學術界在推出商品與服務行銷廣告時的建議。

Television advertising and internet advertising are popular forms of media with which marketers promote their products or services. Marketers want to increase brand, products and services awareness. They also hope their potential customers have positive feelings towards their products and are willing to buy their products. To convey consistent messages, they integrate TV ads and keyword ads. We call the new type of ads ”TV keyword advertising.” However, it is hard to measure by survey whether consumers search or click on the keywords after they watch TV keyword ads, so we recorded respondents' search and click behavior. Our research objectives include the following findings: (1) a difference in consumer attitude, feelings, search motivation, promotions, selective goods, web service and brand preference, and (2) a search intention and difference in click behavior.Research reveals that when consumers have strong cognition to advertisement content, they are also more willing to search the keywords. However, the positive feelings, utility feelings, and search motivation toward the TV keyword advertising will not increase customers' willingness to search the keywords. Apart from this, we also verified control variable: web service does impact their willingness to search the keywords, but campaign and selective goods do not. Based on the findings, we provide marketing advice to advertisers and researchers.