行銷管理概論 (周善謙、鄒月如 譯) (2001）。台北：華泰。
新傳播科技與媒體市場之經營管理 (李秀珠)(2002)。台北：三民。
大眾傳播理論 (李金銓)（2003）。台北，三民。
大眾傳播理論與實證（翁秀琪）(2003）。台北：三民。
行銷學的世界（黃俊英）(2004）。台北：天下出版社。
行銷學的世界（黃俊英）(2005）。第三版。台北：天下遠見。
傳播模式（楊志弘、莫季雍譯 ）(2005)。台北，正中書局。(原著1996）
人力資源管理 (謝安田) (1998)。台北：著者發行。
廣告傳播(蕭湘文)(2005)。台北：威士曼
電腦中介傳播：人際互動與網際網路（謝光萍、吳怡萱譯）(2006）。台北：韋伯。
（原著出版年：2004）
鄭惠如（2004）。美容保健類商品網路拍賣高度忠誠消費者決策過程之探索性研究：以 Yahoo！奇摩拍賣女性消費者為例。世新大學傳管所碩士論文。未出版,台北市行銷管理 (郭崑謨)（1991）。台北：三民。
黃俊嘉（2000）。網路廣告互動功能對廣告效果影響之研究-以標題式廣告為例，國立台灣科技大學管理研究所碩士論文。未出版,台北市廣告學 (黃深勳、鄭自隆、戚栩僊、黃明蕙、郭文耀、戚梅君)（1998）。台北：國立空大。
創市際市場研究報告 (2009 07, 11,12)。台北：創市際。
資策會資訊市場情報中心（1999）, 1999-2003 年台灣電子商務產業前瞻-網路廣告篇，資策會資訊市場情報中心。
廣告效果研究 (樊志育)（1990）。台北：三民書局。
廣告學新論 (樊志育)（1993）。台北：三民書局。
台灣雅虎網路行銷專區TW.YAHOO.COM。
Aaker,D.A.& Norris,D.（1982）,”Characteristics of TV CommercialsPerceived as Informative,”Journal of Advertising Research,Vol.22,Iss.2,pp.61-71.
Bagozzi,R.P.& Silk,A.J.（1983）,”Recall,Recognition, and theMeasurement of Memory for Print Advertisements,”MarketingScience,Vol.2,No.2,pp.95-134.
Bass,F.M.& Talarzyk,W.W.（1972）,”An Attitude Model for the Studyof Brand Preference,”Journal of Marketing Research,Vol.9 , No.2,pp.93-96.
Belch,G.E.& Belch,M.A. (1998),Advertising and promotion,N.Y.：McGraw-Hill.
Bridge,H.P.（1949）,Practical Advertising:A Comprehensive Guideto the Planning and Preparation of Modern Advertising in all ofits Phases,N.Y.:Rinehart.
Davis,D.W.（1955）,Basic Text in Advertising,Pleasantville,N.Y.:PrintersInc.
Engel,J.E., Blackwell,R.D.& Miniard,P.W.（1995）,ConsumerBehavior,The Dryden Press.
Fishbein,M.& Ajzen,I.（1975）,Belief,Attitude,Intention andBehavior：An Introduction to Theory and Research Reading,MA：Addison-Wesley,p.453.
Fishbein,M.& Ajzen,I.（1980）,Understanding Attitudes andPredicting Social Behavior,Engewood Cliffs,NJ：Prentice-Hall
Gloden,L.L.& Johnson,K.A.（1983）,”The Impact of SensoryPreference and T hinking Versus Feeling Appeals on AdvertisingEffectiveness,” Advances in Consumer Research,Vol.10,pp.203-208.
Ha,L.（1996）,"Observations: Advertising Clutter in ConsumerMagazines : Dimensions and Effects," Journal of AdvertisingResearch,July/August,pp.76-84.
Hawkins,D.T.(1994),Electronic Advertising on Online InformationSystems,Online,Wilton.
Heider,F.（1958）,The Psychology of Interpersonal Relation,N.Y.：Wiley.
Hoffman,D.L.& Novak,T.P.（1996）,"Marketing in Hypermedia Computer- Mediated Environments: Conceptual foundations," Journal of Marketing,Vol.60,July,pp.50-68.
Homer,P.M.(1990), "The Mediating Role of Attitude Toward the Ad: SomeAdditional Evidence," Journal of Marketing Research, Vol.27,pp.78-86.
Hotchkiss,G.B.(1949),Advertising Copy,3rd ed.,New York:Harper.
Johar,J.S.& Sirgy,M.J.（1991）,”Value-Expressive versusUtilitarian Advertising Appeals:When and Why to Use Which Appeal,” Journal of Adertising,Vol.20,No.3,pp.23-33.
Kotler,P.(1991),Marketing management：analysis,planning,implementation and control, 7th ed.,NewJersey： Prentice-Hall.
Krech,D.,Cruchfield,R.S.&Ballachey,E.L.（ 1962）,Individual in society,New York：McGraw Hill .
Laskey,H.A.,Fox,R.J.& Crask,M.R.（1995）,”The RelationshipBetween Advertising Message Strategy and Television CommercialEffectiveness,” Journal of Advertising Research,Vol.35,No.2, pp.31-39.
Lavidge,R.J.& Steiner,G.A.（1961） "A model for Predictive Measurement of Advertising Effectiveness,” Journal of Marketing Research.Vol.24,October,pp.59-62.
Levin,I.P.& Gaeth ,G.J.（1988）,”How Consumers are Affected bythe Framing of Attribute Information Before and After Consumingthe Product ,” Journal of Consumer Research,Vol.15,Iss.3, pp.374-378.
Lord,K.R.&Kim,C.K.（1995）,”Inoculating Consumers AgainstDeception :The Influence of Framing and Executional Style,”Journal of Consumer Policy,Vol.18,pp.1-23.
Lutz,R.J.(1985), "Affective and cognitive antecedents ofattitude toward the ad: A conceptual framework,"in Psychologicalprocesses and advertising effects：Theory research andapplication, L. F. Alwitt and A. A. Mitchell, eds. Hillsdale, N.J.：Lawrence Erlbaum Associates, pp.45-63.
Lutz,R.J.,Mackenzie,S.B.& Belch,G.E. (1986), "The Role oAttitude Toward the Ad as a Metiator of
Advertising Effectiveness:A Test of Competing Explanations," Journal of Marketing Research,
Vol.23,Iss.2,pp.130-143.
Mitchell,A.A.& Olson,J.C.(1981), "Are Product Attribute Beliefsthe Only Mediator of Advertising Effects on Brand Attitude?,"Journal of Marketing Research,Vol.18,Iss.3,pp.318-332.
Nunnally,J.（1978）, Psychometric Theory, 2nd ed., New York： McGraw Hill BOOK Co.
Pallak,S.R.,Murroin,E.& Koch,J.（1983）,”CommunicatorAttractiveness and Expertise,Emotional versus RationalAppeals,and Persuasion:A Heuristic versus Systematic ProcessingInterpretation,” Social Cognition,Vol.2, Iss.2,pp.122-141.
Peterson,R.A.,Balasubramanian,S.B.& Bronnenberg,B.J.(1997),”Exploring the Implication of the Internet for Consumer Marketing," Journal of the Academy of Marketing Science, Vol.25,Iss.4, pp.329-346.
Petty,R.E.& C acioppo,J.T.(1981),Attitude and Persuasion Classicand Contemporary Approaches,Iowa:Wm.C.Brown Co.
Petty,R.E.& Cacioppo,J.T.（1986）,Communication and Persuasion:Central and Peripheral Routes to Attitude Change, NY:Springer- Verlag .
Puto,C.P.& Wells,W.D.（1984）,”Informational andTransformational Advertising:The Differential Effects of Time,”Advances in Consumer Research,Vol.11,pp.638-643. Robbins,S.P.（1994）,Management,N.J.：Prentice Hall.
Sekaran,U.（2000）,Research Methods for Business,3rd ed,Wiley:New York,p.199.
Shimp,T.A.（1981）,”Attitude Toward the Ad. As a Mediator ofConsumer Brand Choice,” Journal of Advertising,Vol.10,Iss.2,pp.9-15.
Singh,S.N., Rothschild,M.L.& Churchill,G.A.JR.（1988）,"Recognition versus Recall as Measures of Television CommercialForgetting," Journal of Marketing Research,Vol.25,February,pp.72-80.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1999) Integrated marketing communications. Lincolnwood, IL., USA: NTC Business Books.
Winick, C (1985). A content analysis of sexually explicit magazines sold in an adult bookstore. The Journal of Sex Research, 21, 206-210.
Zeff,R.L.& Aronson,B.(1999),Advertising on the Internet,NewYork: Wiley.
台灣雅虎網路行銷專區TW.YAHOO.COM。