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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「」 「 」 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: 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 ) 。

Abstract 〈TOP〉
Parallel Abstract 〈TOP〉
Reference ( 63 ) 〈TOP〉
  1. 4. 林正士(2005) 「來源國與廣告內容聯想及品牌定位不一致之廣告效果」,國立台灣大學商學研究所博士論文。
  2. 5. 黃光玉(2005) 「說故事打造品牌:一個分析的架構」,第十三屆中華民國廣告協會暨公共關係學是與實務研討會論文。
  3. 6. 賴佩婷(2005) 「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」,國立台灣大學管理學院商學研究所碩士論文。
  4. 7. 曾必芬(2005) 「不同置入方式對產品置入溝通效果之影響」,國立台灣大學管理學院商學研究所碩士論文。
  5. 1. Adaval, R., & Wyer, R. S., Jr. (1998), The Role of Narratives in Consumer Information Processing, Journal of Consumer Psychology, 7, 207-245.
Times Cited (5) 〈TOP〉
  1. 黃姁蓁(2015)。品牌微電影廣告內容之研究-以愛情故事元素為例。淡江大學大眾傳播學系碩士班學位論文。2015。1-131。 
  2. 施凱馨(2009)。產品論點在故事型電視廣告出現時點與強度之效果。臺灣大學商學研究所學位論文。2009。1-93。 
  3. 陳怡伶(2010)。敘事廣告效果之研究。臺灣大學商學研究所學位論文。2010。1-113。
  4. 林祐德(2012)。故事型廣告與品牌揭露時機:產品類型與品牌熟悉度之干擾。臺灣大學商學研究所學位論文。2012。1-74。
  5. 蔡育安(2013)。產品屬性、品牌故事與消費者購買意願關係之研究- 以鳳梨酥為例。高雄餐旅學院餐飲管理研究所學位論文。2013。1-69。
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