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題名 廣告的關鍵字效應：認知與策略
The Keyword Effects of Advertisements: Perceptions and Strategies
作者 黃薏庭
Huang, I-Ting
貢獻者 何靜嫺
Ho, Shirley J.
黃薏庭
Huang, I-Ting
關鍵詞 關鍵字搜尋
廣告
產品特性
訊息不完全
Keyword search
Advertisement
Product ingredient
Incomplete information
日期 2022
上傳時間 1-Jul-2022 16:26:39 (UTC+8)
摘要 本文研究了消費者的關鍵詞搜尋對市場結構、廠商定價與廣告策略的影響。消費者在搜尋時使用特定成分或性質作為關鍵詞的動機取決於他們接收到的廣告數量。我們考慮有關廠商產品成分或性質的完全與不完全訊息，再將模型擴展到三家廠商的案例，並討論廠商位置變化對投放廣告之動機的影響。我們的研究結果表明，當市場上有兩家廠商時，如果某一廠商是唯一一家擁有達特定標準之成分或性質的廠商，就會發布廣告，且其動機隨著市場規模和產品價值的增加而增加。其次，廠商是否了解競爭對手的產品資訊會影響其透過廣告誤導競爭對手的策略和動機，若廠商具備達特定標準之成分或性質，便會發布廣告，且廣告數量會隨著競爭對手的信念而增加。最後，我們比較完全與不完全訊息下的價格和廣告策略，並發現在不完全訊息下，廠商的價格和廣告數量都較高。
This paper examines the effects of consumers’ “keyword search” on market structures as well as firms’ pricing and advertising strategies. Consumers’ incentives to use a specific ingredient as keyword in searches depend on the amount of advertisements they receive from firms. We consider both complete and incomplete information about firms’ product ingredients. We also extend the model to three-firm cases and investigates how firm’s incentives to advertise changes with the opponents’ location. Our results first show that when there are two firms in the market, a firm will post advertisements if it is the only firm that has enough ingredients, and the incentive for advertisements to cause keyword effects is increasing with the market size and product values. Second, whether firms know competitors’ information about product ingredients will affect their strategies and motivations to mislead their competitors by advertisements. Our result shows that if firms have sufficient ingredients, they will advertise, and the levels of advertisements will increase with the opponent’s beliefs. Third, we compare the results of price and advertisement
strategies with complete information and incomplete information and find that both firms’ prices and the levels of advertisements are higher under incomplete information.
參考文獻 1. Afzal, S., and Khan, J. R. (2015). Impact of online and conventional advertisement on consumer buying behaviour of branded garments. Asian Journal of Management Sciences and Education, 4(1), 125-135.
2. Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., and Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building
strategies on online advertisement effectiveness. Journal of retailing, 91(1), 34-49.
3. Apffelstaedt, A., and Mechtenberg, L. (2021). Competition for context-sensitive consumers. Management Science, 67(5), 2828-2844.
4. Baye, M. R., and Morgan, J. (2001). Information gatekeepers on the internet and the competitiveness of homogeneous product markets. American Economic Review, 91(3),454-474.
5. Blume, L., Brandenburger, A., and Dekel, E. (1991). Lexicographic probabilities and choice under uncertainty. Econometrica: Journal of the Econometric Society, 61-79.
6. Bordalo, P., Gennaioli, N., and Shleifer, A. (2013). Salience and consumer choice. Journal of Political Economy, 121(5), 803-843.70
7. Bordalo, P., Gennaioli, N., and Shleifer, A. (2016). Competition for attention. The Review of Economic Studies, 83(2), 481-513.
8. Burton, S., and Lichtenstein, D. R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17(1), 3-11.
9. Bushong, B., Rabin, M., and Schwartzstein, J. (2021). A model of relative thinking. The Review of Economic Studies, 88(1), 162-191.
10. Campbell, D., Hutchinson, W. G., and Scarpa, R. (2006). Lexicographic preferences in discrete choice experiments: Consequences on individual-specific willingness to pay
estimates.
11. Chen, N., Li, A., and Yang, S. (2021). Revenue maximization and learning in products ranking. In Proceedings of the 22nd ACM Conference on Economics and Computation, 316-317.
12. Chen, Y., Wang, W., Liu, Z., and Lin, X. (2009). Keyword search on structured and semistructured data. In Proceedings of the 2009 ACM SIGMOD International Conference on Management of data, 1005-1010.
13. Chu, E., Baid, A., Chai, X., Doan, A., and Naughton, J. (2009). Combining keyword search and forms for ad hoc querying of databases. In Proceedings of the 2009 ACM
SIGMOD International Conference on Management of data, 349-360.
14. Coffman, J., and Weaver, A. C. (2010). A framework for evaluating database keyword search strategies. In Proceedings of the 19th ACM international conference on
Information and knowledge management, 729-738.
15. Duan, H., Zhai, C., Cheng, J., and Gattani, A. (2013). Supporting keyword search in product database: a probabilistic approach. Proceedings of the VLDB Endowment, 6(14), 1786-1797.
16. Eliaz, K., and Spiegler, R. (2011). Consideration sets and competitive marketing. The Review of Economic Studies, 78(1), 235-262.
17. Eliaz, K., and Spiegler, R. (2011). On the strategic use of attention grabbers. Theoretical Economics, 6(1), 127-155.
18. Ellison, G. (2005). A model of add-on pricing. The Quarterly Journal of Economics, 120(2), 585-637.
19. Ellison, G., and Ellison, S. F. (2009). Search, obfuscation, and price elasticities on the internet. Econometrica, 77(2), 427-452.
20. Fan, Z. P., Li, G. M., and Liu, Y. (2020). Processes and methods of information fusion for ranking products based on online reviews: An overview. Information Fusion, 60, 87-97.
21. Fan, Z. P., Xi, Y., and Liu, Y. (2018). Supporting consumer’s purchase decision: a method for ranking products based on online multi-attribute product ratings. Soft Computing, 22(16), 5247-5261.
22. Farquhar, P. H., and Pratkanis, A. R. (1993). Decision structuring with phantom 71 alternatives. Management Science, 39(10), 1214-1226.
23. Gabaix, X., and Laibson, D. (2006). Shrouded attributes, consumer myopia, and information suppression in competitive markets. The Quarterly Journal of Economics, 121(2), 505-540.
24. Heath, C., and Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of consumer research, 23(1), 40-52.
25. Jansen, B. J., and Schuster, S. (2011). Bidding on the buying funnel for sponsored search and keyword advertising. Journal of Electronic Commerce Research, 12(1), 1-18.
26. Jeong, Y., and King, C. M. (2010). Impacts of website context relevance on banner advertisement effectiveness. Journal of Promotion Management, 16(3), 247-264.
27. Kong, S., Huang, Z., Scott, N., Zhang, Z. A., and Shen, Z. (2019). Web advertisement effectiveness evaluation: Attention and memory. Journal of Vacation Marketing, 25(1),
130-146.
28. Kőszegi, B., and Szeidl, A. (2013). A model of focusing in economic choice. The Quarterly journal of economics, 128(1), 53-104.
29. Lal, R., and Matutes, C. (1994). Retail pricing and advertising strategies. Journal of business, 345-370.
30. Latifa, S., and Calicioglub, C. (2020). Impact of Social Media Advertisement on Consumer Purchase Intention with the Intermediary Effect of Brand Attitude. International Journal of Innovation, 11-12.
31. Liu, F., Yu, C., Meng, W., and Chowdhury, A. (2006). Effective keyword search in relational databases. In Proceedings of the 2006 ACM SIGMOD international conference
on Management of data, 563-574.
32. Lo, S. K., Hsieh, A. Y., and Chiu, Y. P. (2014). Keyword advertising is not what you think: Clicking and eye movement behaviors on keyword advertising. Electronic Commerce Research and Applications, 13(4), 221-228.
33. Luchikhina, L. V., Mendel, O. I., and Antonov, D. A. (2014). Knee osteoarthritis combination therapy with hyaluronic acid, chondroitine sulfate and glucosamine after
arthroscopic lavage: long-term results. Osteoarthritis and Cartilage, 22, S480.
34. Malik, M. E., Ghafoor, M. M., and Iqbal, H. K. (2014). The impact of advertisement and consumer perception on consumer buying behavior. International Review of Social
Sciences and Humanities, 6(2), 55-64.
35. Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., and Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
36. Nasution, M. K. (2017). Modelling and simulation of search engine. In Journal of Physics: Conference Series. IOP Publishing, 12078.
37. Ntoulas, A., Cho, J., and Olston, C. (2004). What`s new on the Web? The evolution of the 72 Web from a search engine perspective. In Proceedings of the 13th international
conference on World Wide Web, 1-12.
38. O`Donoghue, T., and Rabin, M. (2001). Choice and procrastination. The Quarterly Journal of Economics, 116(1), 121-160.
39. Ostrizek, F., and Shishkin, D. (2021, July). Screening with frames. In Proceedings of the 22nd ACM Conference on Economics and Computation, 739-740.
40. Pažėraitė, A., and Gedvilaitė, R. (2016). Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights. Organizacijų vadyba: sisteminiai tyrimai. Kaunas: Vytauto Didžiojo universitetas, 2016,
(75), 97.
41. Piccione, M., and Spiegler, R. (2012). Price competition under limited comparability. The quarterly journal of economics, 127(1), 97-135.
42. Ragunathan, T., Battula, S. K., Jorika, V., Mounika, C., Sruthi, A. U., and Vani, M. D. (2015). Advertisement posting based on consumer behaviour. Procedia Computer Science, 50, 329-334.
43. Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research and Business
Strategy, 2(2), 74-79.
44. Ramu, M. (2020). An empirical study on the effects of advertisement on consumer behaviour.
45. Simonson, I. (1989). Choice based on reasons: The case of attraction and compromise effects. Journal of consumer research, 16(2), 158-174.
46. Sorokina, D., and Cantu-Paz, E. (2016). Amazon search: The joy of ranking products. In Proceedings of the 39th International ACM SIGIR conference on Research and Development in Information Retrieval, 459-460.
47. Stolz, A., and Hepp, M. (2015). Adaptive faceted search for product comparison on the web of data. In International Conference on Web Engineering, 420-429. Springer, Cham.
48. Truong, Y., McColl, R., and Kitchen, P. (2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709-725.
49. Tversky, A., and Simonson, I. (1993). Context-dependent preferences. Management science, 39(10), 1179-1189.
50. Yang, Y., Lu, Q. S., Tang, G., and Pei, J. (2015). The impact of market competition on search advertising. Journal of Interactive Marketing, 30, 46-55.
描述 碩士
國立政治大學
經濟學系
109258006
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109258006
資料類型 thesis
dc.contributor.advisor 何靜嫺zh_TW
dc.contributor.advisor Ho, Shirley J.en_US
dc.contributor.author (Authors) 黃薏庭zh_TW
dc.contributor.author (Authors) Huang, I-Tingen_US
dc.creator (作者) 黃薏庭zh_TW
dc.creator (作者) Huang, I-Tingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Jul-2022 16:26:39 (UTC+8)-
dc.date.available 1-Jul-2022 16:26:39 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 16:26:39 (UTC+8)-
dc.identifier (Other Identifiers) G0109258006en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140688-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經濟學系zh_TW
dc.description (描述) 109258006zh_TW
dc.description.abstract (摘要) 本文研究了消費者的關鍵詞搜尋對市場結構、廠商定價與廣告策略的影響。消費者在搜尋時使用特定成分或性質作為關鍵詞的動機取決於他們接收到的廣告數量。我們考慮有關廠商產品成分或性質的完全與不完全訊息，再將模型擴展到三家廠商的案例，並討論廠商位置變化對投放廣告之動機的影響。我們的研究結果表明，當市場上有兩家廠商時，如果某一廠商是唯一一家擁有達特定標準之成分或性質的廠商，就會發布廣告，且其動機隨著市場規模和產品價值的增加而增加。其次，廠商是否了解競爭對手的產品資訊會影響其透過廣告誤導競爭對手的策略和動機，若廠商具備達特定標準之成分或性質，便會發布廣告，且廣告數量會隨著競爭對手的信念而增加。最後，我們比較完全與不完全訊息下的價格和廣告策略，並發現在不完全訊息下，廠商的價格和廣告數量都較高。zh_TW
dc.description.abstract (摘要) This paper examines the effects of consumers’ “keyword search” on market structures as well as firms’ pricing and advertising strategies. Consumers’ incentives to use a specific ingredient as keyword in searches depend on the amount of advertisements they receive from firms. We consider both complete and incomplete information about firms’ product ingredients. We also extend the model to three-firm cases and investigates how firm’s incentives to advertise changes with the opponents’ location. Our results first show that when there are two firms in the market, a firm will post advertisements if it is the only firm that has enough ingredients, and the incentive for advertisements to cause keyword effects is increasing with the market size and product values. Second, whether firms know competitors’ information about product ingredients will affect their strategies and motivations to mislead their competitors by advertisements. Our result shows that if firms have sufficient ingredients, they will advertise, and the levels of advertisements will increase with the opponent’s beliefs. Third, we compare the results of price and advertisement
strategies with complete information and incomplete information and find that both firms’ prices and the levels of advertisements are higher under incomplete information.		en_US
dc.description.tableofcontents List of Tables 5
List of Figures 6
1. Introduction 7
2. Related Literature 10
3. Illustrative Evidence 15
4. Differentiated Products with Multidimensional Characteristics 18
4.1 Differentiated Product Competition with No Keyword Search 18
4.2 Differentiated Product Competition with Keyword Search 21
4.2.1 Market Equilibrium with Keyword Search 23
4.2.2 Equilibrium Advertisements with Keyword Search 28
5. Three-Firm Product Competition with Keyword Search 31
5.1 Keyword Search and Consumers’ Decisions 31
5.2 Market Equilibrium for I1=I2=I3=1 32
5.3 Market Equilibria for Other Combinations of (I1,I2,I3) 35
5.3.1 Two firms in the search result list 36
5.3.2 One firm in the search result list 39
5.3.3 No firm in the search result list: (I1,I2,I3)=(0,0,0) 43
5.4 Simulations for Market Equilibiria 44
5.5 Equilibrium Advertisements with Keyword Search 47
6. Differentiated Product Competition with Keyword Search and Incomplete Information 55
6.1 Pricing under incomplete information 57
6.2 Advertising under incomplete information (Discret Type) 60
6.3 Advertising under incomplete information (Continuous Type) 65
7. Concluding Remarks 68
References 69		zh_TW
dc.format.extent 1667233 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109258006en_US
dc.subject (關鍵詞) 關鍵字搜尋zh_TW
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 產品特性zh_TW
dc.subject (關鍵詞) 訊息不完全zh_TW
dc.subject (關鍵詞) Keyword searchen_US
dc.subject (關鍵詞) Advertisementen_US
dc.subject (關鍵詞) Product ingredienten_US
dc.subject (關鍵詞) Incomplete informationen_US
dc.title (題名) 廣告的關鍵字效應：認知與策略zh_TW
dc.title (題名) The Keyword Effects of Advertisements: Perceptions and Strategiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. Afzal, S., and Khan, J. R. (2015). Impact of online and conventional advertisement on consumer buying behaviour of branded garments. Asian Journal of Management Sciences and Education, 4(1), 125-135.
2. Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., and Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building
strategies on online advertisement effectiveness. Journal of retailing, 91(1), 34-49.
3. Apffelstaedt, A., and Mechtenberg, L. (2021). Competition for context-sensitive consumers. Management Science, 67(5), 2828-2844.
4. Baye, M. R., and Morgan, J. (2001). Information gatekeepers on the internet and the competitiveness of homogeneous product markets. American Economic Review, 91(3),454-474.
5. Blume, L., Brandenburger, A., and Dekel, E. (1991). Lexicographic probabilities and choice under uncertainty. Econometrica: Journal of the Econometric Society, 61-79.
6. Bordalo, P., Gennaioli, N., and Shleifer, A. (2013). Salience and consumer choice. Journal of Political Economy, 121(5), 803-843.70
7. Bordalo, P., Gennaioli, N., and Shleifer, A. (2016). Competition for attention. The Review of Economic Studies, 83(2), 481-513.
8. Burton, S., and Lichtenstein, D. R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17(1), 3-11.
9. Bushong, B., Rabin, M., and Schwartzstein, J. (2021). A model of relative thinking. The Review of Economic Studies, 88(1), 162-191.
10. Campbell, D., Hutchinson, W. G., and Scarpa, R. (2006). Lexicographic preferences in discrete choice experiments: Consequences on individual-specific willingness to pay
estimates.
11. Chen, N., Li, A., and Yang, S. (2021). Revenue maximization and learning in products ranking. In Proceedings of the 22nd ACM Conference on Economics and Computation, 316-317.
12. Chen, Y., Wang, W., Liu, Z., and Lin, X. (2009). Keyword search on structured and semistructured data. In Proceedings of the 2009 ACM SIGMOD International Conference on Management of data, 1005-1010.
13. Chu, E., Baid, A., Chai, X., Doan, A., and Naughton, J. (2009). Combining keyword search and forms for ad hoc querying of databases. In Proceedings of the 2009 ACM
SIGMOD International Conference on Management of data, 349-360.
14. Coffman, J., and Weaver, A. C. (2010). A framework for evaluating database keyword search strategies. In Proceedings of the 19th ACM international conference on
Information and knowledge management, 729-738.
15. Duan, H., Zhai, C., Cheng, J., and Gattani, A. (2013). Supporting keyword search in product database: a probabilistic approach. Proceedings of the VLDB Endowment, 6(14), 1786-1797.
16. Eliaz, K., and Spiegler, R. (2011). Consideration sets and competitive marketing. The Review of Economic Studies, 78(1), 235-262.
17. Eliaz, K., and Spiegler, R. (2011). On the strategic use of attention grabbers. Theoretical Economics, 6(1), 127-155.
18. Ellison, G. (2005). A model of add-on pricing. The Quarterly Journal of Economics, 120(2), 585-637.
19. Ellison, G., and Ellison, S. F. (2009). Search, obfuscation, and price elasticities on the internet. Econometrica, 77(2), 427-452.
20. Fan, Z. P., Li, G. M., and Liu, Y. (2020). Processes and methods of information fusion for ranking products based on online reviews: An overview. Information Fusion, 60, 87-97.
21. Fan, Z. P., Xi, Y., and Liu, Y. (2018). Supporting consumer’s purchase decision: a method for ranking products based on online multi-attribute product ratings. Soft Computing, 22(16), 5247-5261.
22. Farquhar, P. H., and Pratkanis, A. R. (1993). Decision structuring with phantom 71 alternatives. Management Science, 39(10), 1214-1226.
23. Gabaix, X., and Laibson, D. (2006). Shrouded attributes, consumer myopia, and information suppression in competitive markets. The Quarterly Journal of Economics, 121(2), 505-540.
24. Heath, C., and Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of consumer research, 23(1), 40-52.
25. Jansen, B. J., and Schuster, S. (2011). Bidding on the buying funnel for sponsored search and keyword advertising. Journal of Electronic Commerce Research, 12(1), 1-18.
26. Jeong, Y., and King, C. M. (2010). Impacts of website context relevance on banner advertisement effectiveness. Journal of Promotion Management, 16(3), 247-264.
27. Kong, S., Huang, Z., Scott, N., Zhang, Z. A., and Shen, Z. (2019). Web advertisement effectiveness evaluation: Attention and memory. Journal of Vacation Marketing, 25(1),
130-146.
28. Kőszegi, B., and Szeidl, A. (2013). A model of focusing in economic choice. The Quarterly journal of economics, 128(1), 53-104.
29. Lal, R., and Matutes, C. (1994). Retail pricing and advertising strategies. Journal of business, 345-370.
30. Latifa, S., and Calicioglub, C. (2020). Impact of Social Media Advertisement on Consumer Purchase Intention with the Intermediary Effect of Brand Attitude. International Journal of Innovation, 11-12.
31. Liu, F., Yu, C., Meng, W., and Chowdhury, A. (2006). Effective keyword search in relational databases. In Proceedings of the 2006 ACM SIGMOD international conference
on Management of data, 563-574.
32. Lo, S. K., Hsieh, A. Y., and Chiu, Y. P. (2014). Keyword advertising is not what you think: Clicking and eye movement behaviors on keyword advertising. Electronic Commerce Research and Applications, 13(4), 221-228.
33. Luchikhina, L. V., Mendel, O. I., and Antonov, D. A. (2014). Knee osteoarthritis combination therapy with hyaluronic acid, chondroitine sulfate and glucosamine after
arthroscopic lavage: long-term results. Osteoarthritis and Cartilage, 22, S480.
34. Malik, M. E., Ghafoor, M. M., and Iqbal, H. K. (2014). The impact of advertisement and consumer perception on consumer buying behavior. International Review of Social
Sciences and Humanities, 6(2), 55-64.
35. Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., and Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
36. Nasution, M. K. (2017). Modelling and simulation of search engine. In Journal of Physics: Conference Series. IOP Publishing, 12078.
37. Ntoulas, A., Cho, J., and Olston, C. (2004). What`s new on the Web? The evolution of the 72 Web from a search engine perspective. In Proceedings of the 13th international
conference on World Wide Web, 1-12.
38. O`Donoghue, T., and Rabin, M. (2001). Choice and procrastination. The Quarterly Journal of Economics, 116(1), 121-160.
39. Ostrizek, F., and Shishkin, D. (2021, July). Screening with frames. In Proceedings of the 22nd ACM Conference on Economics and Computation, 739-740.
40. Pažėraitė, A., and Gedvilaitė, R. (2016). Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights. Organizacijų vadyba: sisteminiai tyrimai. Kaunas: Vytauto Didžiojo universitetas, 2016,
(75), 97.
41. Piccione, M., and Spiegler, R. (2012). Price competition under limited comparability. The quarterly journal of economics, 127(1), 97-135.
42. Ragunathan, T., Battula, S. K., Jorika, V., Mounika, C., Sruthi, A. U., and Vani, M. D. (2015). Advertisement posting based on consumer behaviour. Procedia Computer Science, 50, 329-334.
43. Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research and Business
Strategy, 2(2), 74-79.
44. Ramu, M. (2020). An empirical study on the effects of advertisement on consumer behaviour.
45. Simonson, I. (1989). Choice based on reasons: The case of attraction and compromise effects. Journal of consumer research, 16(2), 158-174.
46. Sorokina, D., and Cantu-Paz, E. (2016). Amazon search: The joy of ranking products. In Proceedings of the 39th International ACM SIGIR conference on Research and Development in Information Retrieval, 459-460.
47. Stolz, A., and Hepp, M. (2015). Adaptive faceted search for product comparison on the web of data. In International Conference on Web Engineering, 420-429. Springer, Cham.
48. Truong, Y., McColl, R., and Kitchen, P. (2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709-725.
49. Tversky, A., and Simonson, I. (1993). Context-dependent preferences. Management science, 39(10), 1179-1189.
50. Yang, Y., Lu, Q. S., Tang, G., and Pei, J. (2015). The impact of market competition on search advertising. Journal of Interactive Marketing, 30, 46-55.		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202200609en_US