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

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Factors Affecting User Clicks on Ads

Authors
Wenqi Li1, Ziyang Xu2, *
1Department of International, Shenyang University, Shenyang, 110003, China
2Department of Management, Hainan University, Hainan, 570100, China
*Corresponding author. Email: 20192701310014@hainanu.edu.cn
Corresponding Author
Ziyang Xu
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_272How to use a DOI?
Keywords
E-commerce; Taobao; Ad clicks; Logistic regression; Decision tree
Abstract

In recent years, e-commerce has become a new and popular industry, and the issue of click-through e-commerce advertising has received widespread attention. To increase product exposure and sales, more and more e-commerce companies are focusing on the issue of advertising. Displaying ads that are relevant to users' needs will greatly increase user satisfaction. Therefore, this study collected data on ads displayed on Taobao, user information, and ad clicks over eight days and conducted logistic regression and decision tree analysis on the data. Based on the perspective of user personality, the relationship between ad clicks and different user groups was analyzed to suggest effective strategies for ad operators. The findings show that ad clicks are influenced by age, gender and consumption level. It is suggested that more e-commerce companies can personalize their advertising operations to target different user groups, to more effectively increase the click-through rate of advertising, which in turn will increase the sales rate of their products and maximize their benefits.

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
10.2991/978-2-494069-31-2_272
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_272How 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  - Wenqi Li
AU  - Ziyang Xu
PY  - 2022
DA  - 2022/12/29
TI  - Factors Affecting User Clicks on Ads
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2307
EP  - 2318
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_272
DO  - 10.2991/978-2-494069-31-2_272
ID  - Li2022
ER  -