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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 ( 36 ) 〈TOP〉
  1. 2. Aaker, D.A. “Measuring Brand Equity across Products and Markets,” California Management Review 38, no.3 (1996): 102-120.
  2. 3. Ahmed, S.A. and A. d’Astous. “Country-of-Origin and Brand Effects: A Multi- Dimensional and Multi-Attribute Study,” Journal of International Consumer Marketing 9, no.2 (1996): 93-115.
  3. 4. Alba, J.W. and W. Hutchinson. “Dimensions of Consumer Expertise,” Journal of Consumer Research 13 (Mar 1987): 411-454.
  4. 5. Biswas, A. “The Moderating Role of Brand Familiarity in Reference Price Advertisement,” Journal of Business Research 25, no.3 (1992): 251-262.
  5. 6. Brucks, M. “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research 12 (1985): 1-16.
Times Cited (36) 〈TOP〉
  1. 高其新(2013)。影響消費者購買人壽保險因素之探討。淡江大學保險學系保險經營碩士在職專班學位論文。2013。1-187。 
  2. 潘悟和(2010)。影響環保產品購買因素之研究-以無患子為例。淡江大學全球華商經營管理數位學習碩士在職專班學位論文。2010。1-61。 
  3. 聶士傑(2008)。學校形象認知、學校代言人特質與學生口碑宣傳意願關係之研究-以北體學生為例。淡江大學企業管理學系碩士在職專班學位論文。2008。1-99。 
  4. 吳慧娟(2011)。商店經營Facebook粉絲專頁對於顧客滿意度及購買意願之影響。中原大學資訊管理研究所學位論文。2011。1-114。 
  5. 陳信融(2014)。烘焙業體驗行銷與品牌形象對消費者忠誠度 影響之研究-以馬可先生麵包坊為例。長榮大學高階管理碩士在職專班(EMBA)學位論文。2014。1-102。 
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