臺灣博碩士論文加值系統

本研究旨在探討網路關鍵字與廣告對於企業財務績效的影響，此效果是否受到市場狀態的改變而有所不同，並考量網路關鍵字搜尋量與廣告之間的交互作用。
本研究的實證結果發現網路關鍵字搜尋量與廣告的增加皆正向顯著影響企業營收的變動。且網路關鍵字搜尋量與廣告之間存在交互作用，能正向影響企業營收變動。網路關鍵字搜尋量增加對企業營收變動的影響，本文發現受到市場狀態不同呈現不對稱的現象。而廣告增加對企業營收變動的效果，沒有發現受到市場狀態的改變存在差異。

This paper discusses the influence of internet search queries and advertising on firm performance, in order to explore whether there are differences when the states of market changes. The interaction between internet search queries and advertising are also considered in this paper.
The results show that the increase of search volume index (SVI) and advertising would create a significant positive impact on corporate sales. During the sample period, the interaction between search volume index (SVI) and advertising is significant, and has the same results. In different states of market, the impact of search volume index (SVI) on the changes in corporate revenue shows asymmetry. Besides, we do not find differences from the impact of the increase of advertising on the changes in business revenue in different market states.

摘要 i
Abstract ii
目錄 iii
圖次 v
表次 vi
1. 緒論 1
1.1研究動機 1
1.2研究目的 2
1.3研究結果 3
1.4研究架構 3
2. 文獻回顧 4
2.1資訊需求與搜尋行為 4
2.2 網路關鍵字搜尋量 5
2.3 網路關鍵字搜尋量、廣告及企業績效 5
2.3.1網路關鍵字搜尋量與企業績效的關係 5
2.3.2廣告與企業績效的關係 6
2.3.3同時考慮網路關鍵字搜尋量與廣告對企業績效的影響 7
2.4 市場狀態對消費者行為與企業廣告投入行為的影響 7
2.4.1不同市場狀態下，網路關鍵字搜尋量對企業績效的影響 8
2.4.2不同市場狀態下，廣告對企業績效的影響 9
3. 假說與模型 11
3.1假說建立 11
3.2變數介紹 13
3.2.1企業財務績效 13
3.2.2自變數 14
3.2.3控制變數 15
3.2.4市場狀態的衡量 18
3.3研究模型－縱橫資料線性迴歸模型 20
4. 實證結果與分析 22
4.1樣本資料 22
4.2資料特性 22
4.3縱橫資料(panel data)線性迴歸實證結果 28
4.4穩健性測試 34
5. 結論 37
5.1研究結論 37
5.2研究限制與未來研究方向 38
參考文獻 39
1.英文文獻 39
2.中文文獻 46

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