Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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The Study of User Characteristics Factors that Affect the CTR of ADs

Authors
Kangkai Zhao1, *
1Faculty of Science & Engineering, Curtin University, Kent St., Bentley, WA, 6102, Australia
*Corresponding author. Email: kangkai.zhao@student.curtin.edu.au
Corresponding Author
Kangkai Zhao
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_402How to use a DOI?
Keywords
Click-through Rate; Online Advertising; User Characteristic; User behavior
Abstract

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.

Copyright
© 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.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_402How to use a DOI?
Copyright
© 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

risenwbib
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  -