| 摘要 | 第5-6页 |
| ABSTRACT | 第6-7页 |
| Chapter l Introduction | 第10-16页 |
| 1.1 Television audience viewing behavior | 第10-11页 |
| 1.2 People-meter data | 第11-12页 |
| 1.3 Problem overview of this study | 第12-14页 |
| 1.3.1 Problems considered in program viewing | 第12-13页 |
| 1.3.2 Problems considered in commercial viewing | 第13-14页 |
| 1.4 Scope of the dissertation | 第14-16页 |
| Chapter 2 Literature review | 第16-24页 |
| 2.1 Literature related to the dynamic multiple programs adoption model | 第16-19页 |
| 2.1.1 Television audience research | 第16-17页 |
| 2.1.2 Simultaneous demand problem | 第17页 |
| 2.1.3 Bayesian learning study | 第17-18页 |
| 2.1.4 Viewer forgetting effect | 第18-19页 |
| 2.2 Literature review of audience viewing behavior towards television commercials | 第19-24页 |
| 2.2.1 Measurement of television commercial audience ratings | 第19-20页 |
| 2.2.2 Gap between television program and commercial audience ratings | 第20-21页 |
| 2.2.3 Relationship between ad exposure and product purchasing | 第21-24页 |
| Chapter 3 A dynamic multiple programs adoption model | 第24-46页 |
| 3.1 Introduction | 第24-25页 |
| 3.2 Marketing theory behind the DMPA model | 第25-27页 |
| 3.3 Model construction | 第27-36页 |
| 3.3.1 Viewer learning about program quality | 第27-30页 |
| 3.3.2 The dynamic multiple programs adoption (DMPA) model | 第30-36页 |
| 3.4 Empirical observations | 第36-37页 |
| 3.5 Estimation results | 第37-40页 |
| 3.5.1 Models estimation and comparison | 第37-38页 |
| 3.5.2 Parameter estimates | 第38-40页 |
| 3.6 Managerial implications | 第40-43页 |
| 3.7 Conclusions and limitations | 第43-46页 |
| Chapter 4 Using statistical models to measure second-by-second television commercial audience ratings from minute-by-minute people-meter data | 第46-76页 |
| 4.1. Introduction | 第46-49页 |
| 4.2. Data analysis for model building | 第49-51页 |
| 4.3. Methodology and a hypothetical example | 第51-68页 |
| 4.3.1 Parameter estimation and model validation | 第51-55页 |
| 4.3.2. Derivation of the formulae for mean and variance of ad-viewing duration | 第55-65页 |
| 4.3.3. Applying the formulae to a hypothetical example | 第65-68页 |
| 4.4 Empirical examples for model application | 第68-74页 |
| 4.4.1 Managerial implications of ad-viewing duration | 第71-74页 |
| 4.5. Conclusion and limitations | 第74-76页 |
| Chapter 5 Conclusion | 第76-80页 |
| 5.1 Contributions of the thesis | 第76-77页 |
| 5.2 Study extension | 第77-80页 |
| References | 第80-86页 |
| Appendix | 第86-92页 |
| Acknowledgements | 第92-94页 |
| 在读期间发表的学术论文与取得的其他研究成果 | 第94-96页 |
| 中文概要 | 第96-101页 |
