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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〉
    Reference ( 40 ) 〈TOP〉
    1. Baltas, G. (2003). Determinants of Internet Advertising Effectiveness: An Empirical Study. International Journal of Market Research, 45(4), 505-513.
    2. Bruner II, G., & Kumar, A. (2000). Web Commercials and Advertising Hierarchy-of-Effects. Journal of Advertising Research, 40(1/2), 35-42.
    3. Calisir, F., & Karaali, D. (2008). The Impacts of Banner Location, Banner Content and Navigation Style on Banner Recognition. Computers in Human Behavior, 24(2), 535-543.
    4. Chandon, J., Chtourou, M., & Fortin, D. (2003). Effects of Configuration and Exposure Levels on Responses to Web Advertisements. Journal of Advertising Research, 43(2), 217-229.
    5. Chatterjee, P., Hoffman, D., & Novak, T. (2003). Modeling the Clickstream: Implications for Web-Based Advertising Efforts. Marketing Science, 22(4), 520-541.
    Times Cited (3) 〈TOP〉
    1. 蕭朝維(2012)。應用情境感知及模糊理論於智慧型推薦系統 -以個人化的廣告推薦為例。朝陽科技大學資訊管理系學位論文。2012。1-56。
    2. 徐如慧(2012)。主動曝光網路廣告的效果與閱讀績效。臺北科技大學創新設計研究所學位論文。2012。1-73。
    3. 陳添福(2013)。網路橫幅廣告對女性消費者廣告態度與購買意願之影響。臺灣師範大學圖文傳播學系在職進修碩士班學位論文。2013。1-95。
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