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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〉
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Reference ( 41 ) 〈TOP〉
  1. Aaker, David A. Managing Brand Equity. New York:Free Press, 1991.
  2. Aaker, David A. “Measuring Brand Equity Across Product and Markets.”California Management Review, Vol.38, no.3(1996):102-120.
  3. Anand, P., Holbrook, M.B. and Stephens, D. “The Formation of Affective Judgments: The Cognitive Affective Model versus The Independence Hypothesis.” Journal of Consumer Research, Vol.15, ( Dec 1988):386-391.
  4. Belch, George E. Advertising and Promotion: An Integrated Marketing Communications Perspective. 4th edition. Boston: Irwin/McGraw Hill, (1998).
  5. Chen, Y.F. “The Effects of Price Promotion, Perceived Value and Store Image on Consumers’ Purchase Intention.” Thesis for the Degree of Master, Aletheia University,2004.
Times Cited (6) 〈TOP〉
  1. 林晉頡(2007)。運動員代言效果、國家認同與產品購買意願之分析:以王建民代言宏?硐P麥當勞產品為例。臺灣大學國際企業學研究所學位論文。2007。1-122。 
  2. 吳昕嶽(2007)。新產品活動傳播對品牌權益與購買意願之影響 – 以Sony筆記型電腦(VAIO)為例。政治大學廣告研究所學位論文。2007。1-80。
  3. 呂沛穎(2008)。品牌代言人可信度影響品牌形象、顧客知覺價值之研究 -以阿瘦皮鞋為例。臺北大學企業管理學系學位論文。2008。1-89。
  4. 陳欣君(2008)。女性化妝品在品牌形象、促銷方式與購買意願關係之研究─以台灣和韓國品牌為例。長榮大學國際企業學系(所)學位論文。2008。1-112。
  5. 李錦玫(2011)。網路商店促銷廣告對消費者購買意願影響之研究─以嬰童用品為例。臺灣師範大學圖文傳播學系在職進修碩士班學位論文。2011。1-156。
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