臺灣博碩士論文加值系統

隨著數據量的增加，當研究人員在分析來自網路世界或企業內部這些難以數計的資料，企圖歸因從中尋找因果關係以進行研究或決策時，在此種不停變動的網路世代傳統的實驗方式勢必要進行修正，DID估計法提供了一個解決途徑。
當研究人員在進行研究時，除了對於自變數與應變數的選取應有理論基礎避免陷入套套邏輯之外，研究人員也需要重視個體異質性對於研究結果的影響。研究過程中受試者個人根深蒂固的思維很有可能影響該名受試者的態度，進而影響受試者在實驗中表現出來的行為模式。因而研究人員所得到的研究結果其真相很有可能就被隱藏在這些個人特質或思維底下，而無法達到正確的歸因。

It becomes more difficult for researcher to analyze data from internet or company due to data increases dramatically. Therefore, when researcher intends to find the causal relationship from the database to study or decide, the traditional experiment needs to be modified. Fortunately, DID approximation provides a way to solve this problem.
When the analysis is made, we should choose independent variable and dependent variable based on theory to avoid tautology mistake. In addition, the individual heterogeneity is also a very important parameter for research results. However, the individual experience of subject may influence his/her attitude in the studying process, and further affect the behavior he/she presents in the study. Once it happens, the truth may be hidden beyond the individual characteristics or thinking and the correct attribution cannot be obtained.

中文摘要 IV
英文摘要 V
致謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第一章 簡介 1
1.1 研究背景與研究動機 1
1.2 研究目的 5
1.3研究流程 5
第二章 文獻回顧 6
2.2 線上廣告( Online Advertising) 6
2.2.1 搜尋引擎服務（Search Engine Services, SES） 6
2.2.2 搜尋引擎結果頁（Search Engine Result Page, SERP） 7
2.2.3 搜尋引擎行銷 (Search Engine Marketing, SEM) 8
2.2.4 搜尋引擎最佳化(Search Engine Optimization, SEO) 9
2.2.5 自然搜索(Organic Search) 12
2.2.6 付費搜尋廣告(Sponsored Search Advertising, SSA/ Paid List) 12
2.2.7 O2O（Online-to-Offline） 13
2.3 歸因(Attribution) 14
2.3.1 歸因問題（Attribution Problem） 14
2.3.2 歸因模型（Attribution Model） 16
2.4 購買漏斗Purchase Funnel 25
2.5 反托拉斯法(Antitrust) 29
第三章 研究方法 32
3.1 Difference-in-Difference 32
第四章 研究與討論 36
4.1 時間差異（Time Difference） 36
4.2 群體層級的差異（Group-level difference） 37
4.3 個體層級的差異（Individual-level difference） 39
4.4 個體異質性在大數據環境中的問題與討論 44
4.4.1個體異質性問題的重要性 44
4.4.2 個體異質性問題在大數據環境中解決途徑之探討 49
第五章 結論 54
參考文獻 56
學術文獻 56
網路資料 60

學術文獻
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網路資料
1. ebook: B2B-Marketing-Attribution-101, Published by Bizible, Inc., Seattle, Washington.
2. http://o2ointeractive.com/understanding-the-purchase-funnel-from-online-to-offline-and-back-again/
3. http://www.internetworldstats.com/stats.htm
4. https://www.behave.org/test/which-landing-page-increased-leads-%E2%80%93-headline-and-form-placement-test-testing-award-silver-winner/
5. https://www.mailman.columbia.edu/research/population-health-methods/difference-difference-estimation
6. Sullivan, Danny (2012), “How Google Went from Search Engine to Content Destination,” Marketing Land, [available at http:// marketingland.com/how-google-went-from-search-engine-to- content-destination-19272].
7. Website: Google AdWords Help https://support.google.com/adwords#topic=3119071
8. Website: Google Analytics https://support.google.com/analytics/
9. Website: McKinsey & Company http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
10. Website: The Online Advertising Guide http://theonlineadvertisingguide.com/ad-calculators/
11. Website: Yahoo http://yahoo-emarketing.tumblr.com/