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Search Symbol (Half-width) Description of Search Symbols
Space "AND" indicates the intertwining of key terms used in a search
Double Quotation Marks ("") ( " " ) Double quotation marks indicate the beginning and end of a phrase, and the search will only include terms that appear in the same order of those within the quotations. Example: "image process" : " image process "
? Indicates a variable letter. Entering two ? will indicate two variable letters, and so on. Example: "Appl?", search results will yield apple, apply… e , appl y … ( (often used to English word searches) )
* Indicates an unlimited number of variable letters to follow, from 1~n. Example: Enter "appl*", search results will yield apple, apples, apply, applied, application…(often used in English word searches) e , appl es , appl y , appl ied , appl ication … ( (often used to English word searches) )

Boolean logic combinations of key words is a skill used to expand or refine search parameters.
(1) AND (1) AND: Refines search parameters
(2) OR (2) OR: Expands search parameters (3) NOT: Excludes irrelevant parameters


DOI stands for Digital Object Identifier ( D igital O bject I dentifier ) ,
and is the unique identifier for objects on the internet. It can be used to create persistent link and to cite articles.

Using DOI as a persistent link

To create a persistent link, add「http://dx.doi.org/」 「 http://dx.doi.org/ 」 before a DOI.
For instance, if the DOI of an article is 10.5297/ser.1201.002 , you can link persistently to the article by entering the following link in your browser: http://dx.doi.org/ 10.5297/ser.1201.002
The DOI link will always direct you to the most updated article page no matter how the publisher changes the document's position, avoiding errors when engaging in important research.

Cite a document with DOI

When citing references, you should also cite the DOI if the article has one. If your citation guideline does not include DOIs, you may cite the DOI link.

DOIs allow accurate citations, improve academic contents connections, and allow users to gain better experience across different platforms. Currently, there are more than 70 million DOIs registered for academic contents. If you want to understand more about DOI, please visit airiti DOI Registrationdoi.airiti.com ) 。

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Reference ( 46 ) 〈TOP〉
  1. 3. 林秉毅: 聯合分析法在平面廣告文案屬性水準決策上之應用-以汽車廣告為例,國立台灣大學國際企業學研究所,民國九十三年。
  2. 4. 陳敏郎: 廣告代言人對推薦品牌廣告效果影響之研究,國立交通大學經營
  3. Jowett, Victoria O’Donnel。
  4. 1. Chung-Kue Hsu and Daniella McDonald(2002),”An examination on multiple celebrity endorsers in advertising”,The Journal of Product and Brand Management;; 11 (1), 19-27。
  5. Journal of Advertising Research,Volume 23, No.1( February/March), 57-61。
Times Cited (5) 〈TOP〉
  1. 紀淑怡(2013)。消費者對廣告意象偏好之研究 -以米食廣告為例。中興大學農業企業經營管理碩士在職專班學位論文。2013。1-150。 
  2. 黃敬倫(2016)。運動產品代言人之經濟價值-以慢跑鞋產品為例。臺灣大學國際企業學研究所學位論文。2016。1-71。 
  3. 陳郁婷(2014)。名人代言之廣告效果─以消費者我族主義為干擾變數。臺灣大學國際企業學研究所學位論文。2014。1-55。 
  4. 李宜錡(2010)。廣告代言人價值衡量。臺灣大學國際企業學研究所學位論文。2010。1-119。 
  5. 李欣蓓(2010)。名人/達人行銷之差異化以及對於消費者購買意願影響之研究。臺灣大學商學研究所學位論文。2010。1-58。
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