中文部份
[1]王石番(1984)，「電視廣告之研究」，新聞學研究第24期，12月，頁161-208。[2]王在正(2007)，「搜尋引擎關鍵字廣告對產品行銷效應之研究-以台灣YAHOO!為例」，東華大學管理學院高階經營管理碩士在職專班碩士論文。[3]吳憲忠、陳宏泰(2001)，「利用模糊推論探討瀏覽行為的擷取與分析在網路廣告上的應用」，NCS全國電子計算機會議，文化大學，台灣。
[4]李平(1998)，「奇魔站簡介」，奇魔站之內部資料。
[5]李維平(2000)，「使用資料探勘技術產生個人化廣告之研究」，第二屆網站經營學術暨實務研討會，中原大學，台灣，頁101-110。
[6]谷雅慧(1996)，「資訊呈現方式對網路行銷廣告效果之研究-以實驗法探討WWW網路購物情境」，中央大學資訊管理研究所碩士論文。[7]周志勳(1998)，「網路標題廣告效果衡量與行為影響模式之探討」，臺灣科技大學管理技術研究所企業管理學程碩士論文。[8]林曉貞(2007)，「關鍵字廣告之廣告效果初探」，交通大學傳播研究所碩士論文。
[9]祝鳳岡(1998)，「廣告策略之探討-系統建構觀點」，廣告學研究第十集，政治大學廣告系。[10]耿慶瑞(2004)，「WWW 廣告之互動品質量表」，臺大管理論叢DEC 2004第十五卷第一期，頁23-48。[11]郭戎晉(2006)，「網路廣告商標侵權爭議之最新實務發展趨勢介紹」，科技法律透析第18期，頁8-12。
[12]陳世耀(2007)，「快速搞懂搜尋行銷」，天下雜誌第387期。
[13]陳明璋(1998)，「網站廣告呈現方式對廣告效果之影響」，中央大學資訊管理研究所碩士論文。
[14]陳富美(2003)，「品牌權益、促銷方式及促銷效果關聯之研究-以運動鞋與衛生紙為例」，朝陽科技大學企業管理系碩士論文。[15]游耿能、許瓊文(2000)，「網際網路標題廣告設計上的變化對廣告效果之探討」，TANET台灣區網際網路研討會，成功大學，台灣，頁576-582。
[16]雲志文(2000)，「對網路廣告態度之調查研究」，中山大學資訊管理研究所碩士論文。[17]甯怡翔(1999)，「以兩願行銷為基礎的網際網路廣告模式之探討」，彰化師範大學商業教育研究所碩士論文。[18]楊中芳(1994)，「廣告的心理原理」，遠流出版公司。
[19]楊忠川、陳建儒、林福榮、林佳蓉、林美夆(2000)，「台灣網路族群對網路廣告態度之研究」，TANET台灣區網際網路研討會，成功大學，台灣，頁592-599。
[20]楊慧玲(1996)，「民眾對電視廣告之態度」，交通大學管理科學研究所碩士論文。[21]溫深淵、袁支翔(2006)，「網路行銷的搜主意-搜尋引擎行銷」，商業現代化第75期，頁47-52。
[22]劉忠陽、凃宏基、黃亭凱(2008)，「網路廣告效果之研究—對不同使用者類型與不同網站類型之探討」，數位內容學術研討會(ICDC)，元智大學，台灣。
[23]蔡佩璇(2008)，「關鍵字廣告，整合平台才夠看」，電子商務時報ECTimes。
[24]鄭郁芬(2005)，「搜尋引擎與關鍵字廣告」，中央大學產業經濟研究所碩士論文。[25]謝年威(2008)，「你上網搜尋了嗎？關鍵字行銷與搜尋意圖之研究」，高雄第一科技大學行銷與流通管理研究所碩士論文。[26]顏龍源(1996)，「Internet上遠距教學系統設計之研究」，台灣師範大學資訊教育研究所碩士論文。
[27]曠文琪(2007)，「關鍵字廣告成搜尋網站金雞母」，商業週刊第1045期。
英文部份
[1]Alwitt, L. & Prabhaker, P. R. (1992), “Functional and Belief Dimensions of Attitudes to Television Advertising: Implications for Copytesting,” Journal of Advertising Research, September-October, pp.30-42.
[2]Andrews, J. C. (1989), “The Dimensionality of Beliefs Toward Advertising in General,” Journal of Advertising, pp.26-35.
[3]Arora, Raj (1983), “Validation of an S-O-R Model fpr Situational, Enduring and Response Components of Involvement,” Journal of Marketing Research, vol.19, pp.505-516.
[4]Bauer, R. A. & Greyser, S. A. (1968), “Advertising in America: The Consumer View,” Boston: Harard University, Graduate School of Business Administration, Division of Research.
[5]Beatson, R. (1984), “The Image of Advertising in Europe,” International Journal of Advertising, pp.361-367.
[6]Beatty S. E. & M. S. Smith (1987), “External Search Effort: An Investigation Across Several Product Categories,” Journal of Consumer Research, vol.14, pp.83-95.
[7]Broder, A. (2002), “A Taxonomy of Web Search. SIGIR Forum,” vol.36, iss.2, pp.3-10.
[8]Couvering, E. V. (2004), “New Media？The Political Economy of Internet Search Engines,” The International Association of Media & Communications Researchers (IAMCR), Porto Alegre, Brazil.
[9]Crane, F. G. (1991), “Consumers’ Attitudes towards Advertising: a Canadian Perspective,” International Journal of Advertising, pp.111-116.
[10]Donthu, N., Cherian, J. & Bhargava, M. (1993), “Factors Influencing Recall of Outdoor Advertising,” Journal of Advertising Research, May-June, pp.64-72.
[11]Funas, G. W., & Jul, S. (1997), “Navigation in Electronic Worlds Workshop Report,” SIGCHI Bulletin, vol.29, iss.4, pp.44–49.
[12]Greenwald, A. G. & Leavitt C. (1984), “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, vol.11, pp.221-240.
[13]Ha, L. (1996), “Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects,” Journal of Advertising Research, July-Aug, pp.76-84.
[14]Hawkins, D. T. (1994), “Electronic Advertising: On Online Information Systems,” ONLINE, March.
[15]Hoffman, D. L. & Novak, T. P. (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Model,” Journal of Marketing, July, vol.60, pp.50-68.
[16]Kotler, P. & K. Keller (2008), “Marketing Management,” Prentice Hall.
[17]Kotler, P. (1994), “Marketing Management: Analysis Planning Implementation and Control,” 8th, Prentice-Hall Inc., New Jersey, pp.76-79, pp.84.
[18]Lutz, R.J., Mackenzie, & Belch. (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness：A Test of Competing Explanations,” Journal of Marketing Research, May, vo1.23, pp.130-143.
[19]MacKenzie, Scott B. & Lutz, Richard J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, April.
[20]Maddox, L. M. & Wen (2005), “Effects of URLs in Traditional Media Advertising in China,” International Marketing Review, vol.22, iss.6, pp.673-692.
[21]McMillan, S. J. (2004). “Internet Advertising: One Face or Many,” Internet Advertising: Theory and Research. US: Schumann and Thorson.
[22]Meeker, Mary (1997), “The Internet Advertising Report,” Morgan Stanley.
[23]Mitchell, Andrew A. & Jerry C.Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude,” Journal of Marketing Research, August, pp.318-332.
[24]Mittal, B. (1994), “Public assessment of TV advertising: faint praise and harshcriticism,” Journal of Advertising Research, January-February, pp.35-53
[25]Murphy & Enis (1986), “Classifying Products Strategically,” Journal of Marketing, Chicago, vol.50, iss.3, pp.24-43.
[26]Richins, Marsha L. & Peper H. Bloch (1983), “Purchase Product Satisefaction: Incorporating the Effect of Involvement and Time,” Business Research, vol. 123, pp.145-158.
[27]Rose, D. E., & Levinson, D (2004), “Understanding User Goals in Web Search,” The International WWW Conference, New York.
[28]Schlosser, A. E. (1999), “Survey of Internet User’s Attitudes toward Internet Advertising,” Journal of Interactive Marketing, vol.13, pp.34-54.
[29]Vaughan, T. (1993), “Multimedia: Making it Work,” New York: McGraw-Hill.
[30]Wan, F., Nan, N., & Smith, M. (2004), “Consumers’ Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers'' Surfing Goal,” The Conference Materials of eBRF (Frontiers of e-Business Research), Tampere, Finland.
[31]Zaichkowsky, J. L. (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, vol.12, pp.341-352.
[32]Zanot, E. J. (1984), “Public Attitudes towards Advertising: the American Experience,” International Journal of Advertising, pp.3-15
[33]Zeff, R. & Aronson, B. (1997), “Advertising on the Internet,” New York: Wiley Computer Publishing.