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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 ( 84 ) 〈TOP〉
  1. 9.余朝權 (2006)。「大臺北都會消費者本國中心傾向與對外國服務品牌態度之關係:以國際航空客運業為例」。東吳經濟商學學報,第 52 期,151-174。
  2. 2. Bloch & Richins, (1983). A theoretical model for the study of product importance perceptions, Journal of Marketing, 47 (3), 69-81.
  3. 3. Chapman, A. J. (1983). Humor and laughter in social interaction and some implications for humor research, New York: Springer-Verlag.
  4. 5. Chapman, A. J. (1983). Humor and laughter in social interaction and some implications for humor research, New York: Springer-Verlag.
  5. 8. Goldstein & McGhee (1972). The sychology of humorNew York: Academic press , 33-60.
Times Cited (5) 〈TOP〉
  1. 王翠英(2013)。MV置入性行銷中的品牌聯盟效果之研究。淡江大學企業管理學系碩士在職專班學位論文。2013。1-116。 
  2. 楊育鳴(2011)。網路橫幅廣告對廣告點選意願之研究-從品牌溝通效果的觀點。淡江大學企業管理學系碩士班學位論文。2011。1-106。 
  3. 趙小青(2010)。探討幽默式廣告對品牌溝通效果之影響。淡江大學企業管理學系碩士在職專班學位論文。2010。1-108。 
  4. 江宜荃(2012)。不同專長的高中生對於幽默廣告的欣賞與理解。臺灣師範大學設計研究所學位論文。2012。1-145。
  5. 秦時雋(2017)。潛移「默」化:產品置入顯著度與幽默情境的置入效果。中山大學企業管理學系研究所學位論文。2017。1-247。
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