The Study of User Characteristics Factors that Affect the CTR of ADs
- 10.2991/978-2-494069-31-2_402How to use a DOI?
- Click-through Rate; Online Advertising; User Characteristic; User behavior
With the continuous development of online shopping platforms, it is becoming more and more common for people to use e-commerce platforms for shopping; at the same time, e-commerce platforms pushing product ads to consumers have become one of the important ways to increase product sales. Therefore, the click-through rate (CTR) of product ads is getting more and more attention from decision-makers; how to effectively improve the CTR of ads has become a hot topic today. Previous studies on factors affecting CTR have basically focused on the characteristics of the ads, with less research on the different characteristics of consumers. This study used the platform ad click data collected by Taobao platform in 2017, and used regression analysis and machine learning to investigate the relationship between CTR and factors such as gender, age, consumption level, city level, recent behaviors etc.; The study found that consumers’ gender, age, consumption level and recent behaviors have a significant impact on consumers’ click-through decisions and CTR; this can be used as a basis to provide implications for future advertising strategies.
- © 2022 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Kangkai Zhao PY - 2022 DA - 2022/12/29 TI - The Study of User Characteristics Factors that Affect the CTR of ADs BT - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022) PB - Atlantis Press SP - 3426 EP - 3435 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-31-2_402 DO - 10.2991/978-2-494069-31-2_402 ID - Zhao2022 ER -