Consensus Model of Click-Through Thoughts of Web Surfers

網頁瀏覽者點選想法的共識模式

劉明德(Ming-Te Liu) ； 柳克婷(Kur-Ting Liu)

《Asia Pacific Management Review》 18卷2期 (2013/06) Pp. 161-180

https://doi.org/10.6126/APMR.2013.18.2.03

摘要

本研究展現一個網路廣告點選者想法共識模式的驗證。此模式的建構，先採用隱喻抽取技術（Zaltman Metaphor Elicitation Technique, ZEMT）建立共識地圖，此地圖由7個起始構念、22個連結構念及5個終結構念所組成；其後由驗證性分析、因素分析及結構方程模式萃取出25個構念，同時由路徑圖來顯示網路廣告點選者想法的共識。此驗證後的共識模式是一個創新的研究結果，可以提供廣告製作者，有效的瞭解隱藏在網路廣告點選者心中的想法。

關鍵字

共識地圖 ； 共識模式 ； 隱喻抽取技術 ； 點選 ； 網路廣告

並列摘要

This study shows a model, herein called Consensus Model, which confirms the click-through thoughts of Web surfers toward internet advertisement. To construct the model, the study employed Zaltman Metaphor Elicitation Technique (ZMET), a map which consists of seven originator constructs, twenty-two connector constructs and five destination constructs. It tested the map using confirmation analysis, factor analysis, and Structural Equation Model (SEM) and elicited, in a path diagram, twenty five constructs, which reveals the surfers' thoughts while clicking through internet advertisements. The Consensus Model, thus verified, offers innovative research results, which are highly relevant to advertisers who seek to effectively understand the surfers' hidden thoughts.

並列關鍵字

Consensus map ； consensus model ； ZMET ； click-through ； Internet advertisements

參考文獻

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