[PDF] The Impact of TV Ads on the Individual Users Online Purchasing

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Pr(Click= 1jUserJourney)

f(x) =x g g(
) I (
)2 f0;1g ISM= 1 J(
)2N0 JSEA= 2 K(
)2N0 KOS= 5 CWS CAS SN IST t;t2;t3t4 WE2 f0;1g

Conv= 1 Conv= 0

I 0 I SEA I D J SEA J D K SEA K D CAS IST SN Conv jth ith jth Xi i X ij=fI0;IOS;ITI;IA;ID;ISEA;ISM;IEM;IPS;JTI;JA;JD;JSEA;JSM; J

EM;JPS;JR;KOS;KTI;KA;KD;KSEA;KSM;KEM;KPS;KR;SN;

IST;CWS;CAS;t;t2;t3;t4;WEgij

A CWS D CAS EM IST OS Of fB L L TI Of fP K K PS OnB M M R SN

SEA;SA

t SM TV S S WE TVK

S K

S B P Of f On Yi j i TVOnB16 Y ij=fTVOnB1

2;TVOnB1

4;TVOnB1

6;TVOnB1

11;TVOf fP1

5;TVOf fP1

7;TVOf fP1

8; TV

Of fB1

1;TVOf fB1

2;TVOf fB1

3;TVOf fB1

4;TVOf fB1

5;TVOf fB1

6;TVOf fB1

9; TV

Of fB1

10;TVOf fB1

11;TVOnB2

1;TVOnB2

2;TVOnB2

3;TVOnB2

5;TVOnB2

11gij m s m s I OS IST I TI CWS I A CAS I D WE I SEA TV OnB12 I SM TV OnB14 I EM TV OnB16 I PS TV

OnB111

J TI TV

Of fP15

J A TV

Of fP17

J D TV

Of fP18

J SEA TV

Of fB11

J SM TV

Of fB12

J EM TV

Of fB13

J PS TV

Of fB14

J R TV

Of fB15

K OS TV

Of fB16

K TI TV

Of fB19

K A TV

Of fB110

K D TV

Of fB111

K SEA TV OnB21 K SM TV OnB22 K EM TV OnB23 K PS TV OnB25 K R TV

OnB211

SN k q (k;q) b Conv ij(Prij) Pr ij=

ϕ(^XijbX)

^

Xij=fI0;:::;IPS;(JA)

gJA;:::(JR)gJR;:::;(CAS)gCASgij g (mg;Ωg) bX (mbX;ΩbX)

Xij^Xij

gth (
) t;t2;t3;t4 WE g X ijnfI(
);t;t2;t3;t4;WEgq

ϕ(w)ϕ(w) = 1/(1+ew)

01 w Pr g(
) bX mbXΩ bX bX mbX p

Xij 0 Ω

bX pp

0:1 mg q 1 Ωg

qq2:5 1 g b b=fbX;bYg 1 T T k q bX zij=^Xij bX bX Conv ij(Prij) Pr ij=

ϕ(zij+^YijbY)

^

Yij=f(TVOnB1

2;k; q);:::;(TVOnB2

11;k;q)gij

k; q(0:01;10) bY (mY;ΩY) (TV(
) S;k; q) x=TV(
) S k q

160

b I(
) X bOS b

9 8

X 0 I0 Conv ij(Prij) Pr ij=

ϕ(^XijbG

X+^YijbG

Y) f bX;bYgG= ∆ +eG ∆ (m∆;Ω∆) eG (me;Ωe) ^Xij^Yij XijYij G2 fA;D;EM;OS;PS;R;SEA;SM;TIg ∆ eG bG ∆ g n g gJTI gKD gJA gKSEA gJD gKSM gJSEA gKEM gJSM gKPS gJEM gKR gJPS gSN gJR gIST gKOS gCWS gKTI gCAS gKA <1 gJA g SN 1 qk n qk q qk Y^Y T= 30 qk WE X ^X g R R R g X ^X b b ^X^Y Pr b(
) b(
) SD z b(
) SD z 0 CWS I OS CAS I TI t I A t 2 I D t 3 I SEA t 4 I SM WE I EM TV OnB12 I PS TV OnB14 J TI TV OnB16 J A TV

OnB111

J D TV

Of fP15

J SEA TV

Of fP17

J SM TV

Of fP18

J EM TV

Of fB11

J PS TV

Of fB12

J R TV

Of fB13

K OS TV

Of fB14

K TI TV

Of fB15

K A TV

Of fB16

K D TV

Of fB19

K SEA TV

Of fB110

K SM TV

Of fB111

K EM TV OnB21 K PS TV OnB22 K R TV OnB23 SN TV OnB25 IST TV

OnB211

b0 bSN pϕ(3:461SNgSN
0:334)0:02 bI(
) bJ(
) bK(
) bKD OnB1OnB2

TVOf fP18

bTV Of fB

1

9
48 = 432

bG (
)

XnI(
) I(
)

bKD bSEA K DbTI K

D

KD bSEA K

D

KSEA bKSEA b b bKDbKSEA KSEA IST bIST= 0:728 CAS CAS b b bISTbCAS b b bTVOnB111bTVOf fP17 bEM TV

OnB111

b b bTVOf fB16bTVOnP25 bTV g