Affiliate Marketing- Barbora Benediktova

8/13/2019 Affiliate Marketing- Barbora Benediktova

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2008:003

M A S T E R ' S T H E S I S

Affiliate MarketingPerspective of content providers

Barbora Benediktova

Lukas Nevosad

Lule University of Technology

Master Thesis, Continuation Courses

Electronic CommerceDepartment of Business Administration and Social Sciences

Division of Industrial marketing and e-commerce

2008:003 - ISSN: 1653-0187 - ISRN: LTU-PB-EX--08/003--SE


2/112

Aa MaP

Baa B

L N

MBA a

Da B Aa a Sa S

L U T

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3/112

ABACT (aa aa) aaa, a a a. T a a a a aaa.

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6/112

ABE F CE1 INTRODUCTION ........................................................................................................................ 1

1.1 E Ca a C P .................................................... 1

1.2 O A .......................................................................................................... ................ 3

1.3 Aa a ......................................................... ........................................................... ...... 4

1.4 P D........................................................................................................................ 6

1.4.1 Ra P................................................................................................................... 6

1.4.2 Ra Q ............................................................................ ................................... 7

2 LITERATURE OVERVIEW ........................................................................................................ 92.1 O A .................................................................................. ...................................... 9

2.1.1 Aa a .............................................................................................................. 10

2.1.2 Aaa O A ................................................................................ 11

2.1.3 Daaa O A .......................................................................... 13

2.1.4 T O A ............................................................ ................................ 14

2.1.5 Ta A C P .................................................................. 17

2.1.6 Ca M O A ......................................................... .. 18

2.2 B M C P ................................................................................ 22

2.3 Aa a ............................................................. .......................................... 25

2.3.1 B ..................................................................................................................... 25

2.3.2 B a ............................................................. .................................................... 26

2.3.3 S S P (D B) .............................................................. ............ 27

2.3.4 S S a S Maa S (L) ............................. 29

2.4 Sa ......................................................................................................................................... 30

3 METHODOLOGY .................................................................................................................... 32

3.1 Ra ........................................................................................................................ 323.2 Ra a ........................................................................................................................ 32

3.3 S a ......................................................................................................................... 33

3.4 Daa ...................................................... ............................................................ ............. 33

3.5 Daa aa .................................................................................................................................. 34

3.6 Va a a................................................................................................................ 34

4 DATA PRESENTATION......................................................................................................... 36

4.1 Ca . 1......................................................................................................................................... 36

4.1.1 Ea : ....................................................................................................... 36


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4.1.2 Ra Q 1 .......................................................................................................... 39

4.1.3 Ra Q 2 .......................................................................................................... 40

4.1.4 Ra 3 ........................................................................................................... 42

4.2 Ca . 2......................................................................................................................................... 43

4.2.1 Ea : ....................................................................................................... 434.2.2 Ra Q 1 .......................................................................................................... 44

4.2.3 Ra Q 2 .......................................................................................................... 45

4.2.4 Ra 3 ........................................................................................................... 46

4.3 Ca . 3......................................................................................................................................... 48

4.3.1 Ea : ....................................................................................................... 48

4.3.2 Ra Q 1 .......................................................................................................... 50

4.3.3 Ra Q 2 .......................................................................................................... 51

4.3.4 Ra 3 ........................................................................................................... 52

5 DATA ANALYSIS................................................................................................................... 54

5.1 Ca . 1......................................................................................................................................... 54

5.1.1 Ra Q 1 .......................................................................................................... 54

5.1.2 Ra Q 2 .......................................................................................................... 55

5.1.3 Ra 3 ........................................................................................................... 58

5.2 Ca . 2......................................................................................................................................... 60

5.2.1 Ra Q 1 .......................................................................................................... 60

5.2.2 Ra Q 2 .......................................................................................................... 615.2.3 Ra 3 ........................................................................................................... 63

5.3 Ca . 3......................................................................................................................................... 65

5.3.1 Ra Q 1 .......................................................................................................... 65

5.3.2 Ra Q 2 .......................................................................................................... 66

5.3.3 Ra Q 3 .......................................................................................................... 68

5.4 Ca Aa ..................................................................................................................... 70

5.4.1 Ra Q 1 .......................................................................................................... 70

5.4.2 Ra Q 2 .......................................................................................................... 72

5.4.3 Ra Q 3 .......................................................................................................... 76

6 CONCLUSIONS ....................................................................................................................... 786.1.1 Ra Q 1 .......................................................................................................... 78

6.1.2 Ra Q 2 .......................................................................................................... 79

6.1.3 Ra Q 3 .......................................................................................................... 80

6.1.4 O ............................................................................................................... 80


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7 REFERENCES ......................................................................................................................... 83

APPENDICES .................................................................................................................................. 86

I G ...................................................... ............................................................ ....................... 87

S .................................................... ............................................................ ................................. 90


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F AGEF 1 Ba a (Aa Ca, 2003:332) ........................................................4

F 2 O a a a aa a. Ba aa Z, 1999:2658, Ca, 2003 a Jaa, 2004:5172 ......................................................... 15

F 3 B (aa Pa, 2001) ..................................................................................................... 25

F 4 Eaa , F, 1981 ............................................................................................ 26

F 5 M a aa , L a., 2001 .................................. 30

F 6 Ca 1: a. (a a aaa a) ................................................................... 36

F 7 Ca 1: . (a a aaa a) .......................................................... 37

F 8 Ca 1: . (a a aaa a) ................................................................... 38

F 9 Ca 1: a. (a a aaa a)........................................................... 38

F 10 Ca 1: a. ................................................................................................................................................... 39

F 11 Ca 2: a.. (a a aaa a) ................................................ 43F 12 Ca 2: a.. (a a aaa a) ................................ 43

F 13 Ca 2: .. (a a aaa a) ............................................... 44

F 14 Ca 2: a.. (a a aaa a) ................................................ 44

F 15 Ca 3: aa. (a a aaa a) ......................................................... 48

F 16 Ca 3: . (a a aaa a) ..................................................................... 49

F 17 Ca 3: . (a a aaa a) .................................................. 49

F 18 Ca 3: a. (a a aaa a) ............................................................. 50

F 19 Ca 1: Ca aa a L ............................................ 59

F 20 Ca aa: M a L' .......................................................................... 76

F 21 R aa a ............................................................................................... 81F 22 Ca 1: a. .......................................................................................................................................................... 90

F 23 Ca 1: . ................................................................................................................................................. 91

F 24 Ca 1: . .......................................................................................................................................................... 92

F 25 Ca 1: a. .................................................................................................................................................. 93

F 26 Ca 1: a. ................................................................................................................................................... 94

F 27 Ca 2: a.. .......................................................................................................................................... 95

F 28 Ca 2: a............................................................................................................................. 96

F 29 Ca 2: .. ......................................................................................................................................... 97

F 30 Ca 2: a.. .......................................................................................................................................... 98

F 31 Ca 3: aa. ................................................................................................................................................... 99F 32 Ca 3: . ............................................................................................................................................................ 100

F 33 Ca 3: . ......................................................................................................................................... 101

F 34 Ca 3: a. .................................................................................................................................................... 102


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F ABETa 1 Caa B Sa (Fa, R, 1967)......................................................................... 27

Ta 2 Ca 1: Aaa a aa a .................................................................................... 54

Ta 3 Ca 1: B a aa a a ................................................... 56

Ta 4 Ca 1: B a a a .................................................................................. 56

Ta 5 Ca 1: Aaa a aaa ............................................... 57

Ta 6 Ca 1: S a aa a ................................................................................................. 58

Ta 7 Ca 2: Aaa a aaa aa a ........................................................................ 60

Ta 8 Ca 2: B a aa a a ................................................... 61

Ta 9 Ca 2: B a a a .................................................................................. 62

Ta 10 Ca 2: Aaa a aaa ............................................ 62

Ta 11 Ca 2: S a aa a ............................................................................................... 63

Ta 12 Ca 3: Aaa a aaa aa a ...................................................................... 65

Ta 13 Ca 3: B a aa a a ................................................ 67

Ta 14 Ca 3: B a a a ............................................................................... 67

Ta 15 Ca 3: Aaa a aaa ............................................ 68

Ta 16 Ca 3: O a a aa a ................................................................................ 68

Ta 17 Ca 3: S a aa a ............................................................................................... 69

Ta 18 Ca aa: Aaa aa a ................................................................................... 70

Ta 19 Ca aa: Ta Ma a aa a a ............................... 72

Ta 20 Ca aa: Ca .......................................................................................................... 74

Ta 21 Ca aa: Aaa a aaa aa a a

.............................................................................................................................................................................................................. 75


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DC

1 DCA I 1960, a (WWW), a a a, a a (Ca, 2003:19, Ha a., 1995). S a, I a a a a a . W 38 13 a a a a 50 , I a a a (Z, 1999:5).

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a a a a' , aa I (R, 2004).

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a (Ja, 2002).H, a a a I a a a , a a a a a a a a (Ga, K,OK, 2002).

Saa a. a a I a a a a (Saa a.,1995). C, a a (Ja, 2002), aaa a a a a aa a a (Saa a., 1995).


12/112

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C a . T a a a aa aa , a , a . A Z, a a a a a a a .B a a, a a a a a

a (Z, 1999:45). D a a


13/112

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1.2 AT a a a I . A a I a aa a a a. O a, a a , a Z, a : "I a aaa a a." (Z, 1999:12)

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14/112

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F 1 B (A C, 2003:332)

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15/112

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16/112

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a a aa. Ia aa a aa a a a. I 2003 aa C J aa a $58 (VaC, 2003). I Jaa 2007, AOL $900 TaD Sa aa a a . T a a a a . (La & B,2007)

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a.


17/112

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1.4.2 B (2004) a, a 2004 a a a a aa . W a a a, a

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18/112


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2 EAE EET a aaa a a a a . F, aa a a a a a a a a aa a a a a a. F, aaa a a a a aa a a a a a a a.

T, a a aa a aaa a a a a a a a a a aaa. T a a a a a.

Fa, a a a a a , , a a aaa a a a.

2.1

AS a a a , a a , a a a (Ca, 2003:310). Ia, a a aa a a (Ca,2003:324).

F , a a a a. A a a 2.1.6, aa a, a a, a a a a. T a a, a aaa a aaa a a.

A Z, a a a:


20/112

EAE EE

. S a a a a. . W a a a a.

S a a a 3540 a a a, aa a a a.

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A A a aa a, aa a a a a a a a a . C a a a (Ca, 2002).

T, aa a, a a, a a . Aa a a . (Wa Aa a,2007)

A La a., aa a a Oaa a a Oa aa a. I a, aa a a aa. T a a aa a aa. T aa a a a a a a aa a a. (La a., 2003)

W a aa a, a a a aa, a , a. Oa a a , a a a aa a a a a . (I)

A Ca, aa a aa a a , a a a a a . T a a a aaa aa . (Ca, 2003:344)

Ca a a a aa a a a a a . (Ha & Na, 2000).Aa a aa a , aa, aa a a aa. (Ma T, 2007)

A a a a a a aa, a a a a a a a a a . (O,

1999).


21/112

EAE EE

2.1.2 A AA Z, a a aaa:

Taa

Ta Da a F Ia

(Z, 1999:13)

A a a aa aa a.A a a a aa, a , a aa a (Z, 1999:13).

N a a, a G AW a AS, a a a a a a a. I G AW, a a a a :

Laa La a Sa . a a , AOL,

Na N, S., A. .

A a . W a aa a a.

(G AW La C, 2007)

G' AW a aa, G' USD 10.6 2006 (G P Ra, 2007) a a G' IPO a 2004. (Ya Fa, 2007)

Aa a a a. A Ha aNa, a aa a a, a a, aa a, a a a a (Ha & Na, 2000).

N, a a , a a. (TaD, 2007).

Z a a a a a a aa aa a, a a a a .A a a a a a, a , aa a a a (Z, 1999:13).

Ta, a a aa aaa a a a a a. Fa, G Aa, a a a a, aa a a a a, a, aa a . B


22/112

EAE EE

a a , a a a aa a (G Aa P T, 2007).

Aa a a a a, a Ha & Na a a a a a , a (Ha & Na, 2000).Ma a a a a a a a a (Za, 2007).

D F

A Z a, a a aa a.Caa a a a aa a a a a. F, aa (Z,1999:14).

Z a a a a a a a . O, a a a, .. a a a a . I a a a a. (Z, 1999:14)

Ha a Na a a aa a , a a a a a .T, a a a a aa a aa . (Ha & Na, 2000).

A A

T a aa a a: Ma, aa a a a a, a aa, aa a' a (Ha & Na,2000). B, a aa a a, aa a, .

Aa a a

a a a a, a a (D, 2004).

A Paaa a Baaa , aa aa a, a a. T a , a a, a a , a . (Paaa & Baaa, 2002).

M, a aa aa a a,a a a a a, a a a . (D, 2004).


23/112

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2.1.3 D AA a a aa a aa a a a a , a .

B BBa a , a a aa a . A Ba a La, , a a a a aa a, a aa a.(Ba, La, 1998)

Ba a aa a, a a a a , a (Ha & Na, 2000). M, a aa a aa aa a (PPA), a a.

Ha a Na aa 2000 a aa a a. T a a a aaa a, a aa. Ia a a, a , .. a (PPI, a ). A a, a a a a a a a a a a .

I a CDN. ( a Aa.), aaa, Ha a Na a a a$70 CPM, aa a a 1% a a 1%, a a $700 a . N a a a a . W a a 20%, a a a$3500 a a . A a aa a CDN., a "C M N", aa a a 15% , 2% a . (Ha & Na, 2000)

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a a a. I a a, , a (La a.,2003).

A B, a a a aa a a a, a aa 2004. P 2004, a a a a. I2004, a a , a , a a a

a, a .


24/112

EAE EE

T a a a a a aa . Maa aa a a a a a a aa a . O a, a a a

a a a aa . (B, 2004)

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A a a 2.2, a a . I a a a, a a a a .

Z a a a a a a a a:

A a Ea A a W A M B

(Z, 1999:26)

F a "a ", a , a, a. , a a aa a a aa

a a a .! a a a a aa a. F a a a a a a . C aaaa a , a , aa a aa.

A a , aa a a a a a aa a . I aa , aa a a, , aa a aa. S a a a, a a

a a a a a aa.Aa a a a a a a a a(Z, 1999:2658; Ca, 2003; Jaa, 2004:5172).

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25/112

EAE EE

F 2 . B

, 1999:2658, C, 2003 , 2004:5172

A E

A Jaa, a a a I. I USA, 93% 2004 a aa a. (Jaa, 2004:45) A aa a a a a a, .. , a a a a a a a a a a. (Z, 1999:2627)

N: S a Sa a. a Ea a.Sa a. a a , a a, aa, a a a a. (Sa a.,2006:340342) H, a a a a a a a.

O a a a a a a a Z a . N a a a a a . C a a a . C, a a. D a a a a a . (Z,1999:2732)

I a, a a . M a a a , a a a a a () a . Ua, a a a a a a (a a) (I).

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a a a a. T a a a a a a a, a a . (Z, 1999:32)

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26/112

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Ea C, " a aa a a a " a a a a aa a. A 13 a a " T ... a a a a a ." A , a aa

a a a aaa a. M, aa a, a. I a, a aa a a. (EU D, 2002)

A

Ba, , a a a a a a . A Jaa, a a aa aa, a a a a, a a a a a. W a a, / a a . (Jaa, 2004:51)

Ba a a I. Ba a aaa a a, a a, aa .

Ba a a , a aa, a , a . T a, 46860 ; a 120600. O a a 23460, 180150, a120240. (Jaa, 2004:51)

A Sa a., a, a aa a a, a aa a a. (Sa a., 2006:324)DC a a a a a a a aa a a. (DC, 2005)

S, a, , aa a. M, a a a . (Z, 1999:4750)

C a. a a a a a ,

a a a a a . T aaa GT., a a O a a a Ya!.A a , G, a a , a AW.B a a a a. (C a., 2005)

Z a a a a a .S aa a a a a a a a aa a' . B a , a a a . I a ,

a a . (Z, 1999:5051)


27/112

EAE EE

A Z, aa a a a a a . Saa a a, a a. Taa a a a, a a a. (Z, 1999:5154)

Ia a a , a, a, aa,a, a a a.A Z, a a a , , a a a a a a . Aaa a a ' a aa a . Ra aa aa a, . A a a a. U, , a

a , a aa aa (Z, 1999:5558).

A a Z a Sa a., aaa a a a a aa. Ba a a a a, a a a a a a a . (Z, 1999:5558; Sa a., 2006:333; SPIR, 2007)

M, a Ca, a a a a. W a, a a , a a a a a a . I a, a ' . (Ca, 2003:332)

2.1.5 A C A Jaa, a a, a a a :

T a U a a U a a a a

(Jaa, 2004:44)

T a a a a . U a a a a aaa a, a aa a a a a a.

A D a, a a a a a. I a

a a a (D, 2005). A DC, a a a a a a.


28/112

EAE EE

I 2001, a 4% a a , aa, 2003, aa a 35% a a 2004 a aa 40%(DC, 2005). Sa a a a a a a. (Sa a., 2006:328329).

A TaD, a a (SEM) a , a a . I a, a a a a a a / a a . F a, a a a a "", a a Pa a a a a " Pa". (TaD KMa, 2007)

A a a a a aa a,a a aa a a a a a. I , aa

, a a a a a a . Pa a, a a a a a a. (I)

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2.1.6 C A C E

T a a a a a a aaa a a a a a aa a a . A aaa, a a a aa. Z(Z, 1999:Ca 4) a a a a aa, a Ca (Ca,2003:333,382391).


29/112

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, , ,

A a a a a a. Ea a a a a aa ' . S a a a a , a a a a . (Z, 1999:98)

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A Z, a .(Z, 1999:100).

,

CTR a a , .. a a , a .

C = / (Z, 1999:157158).

C , a a a a aa a . T a ,a a (Z, 1999:157,217).

, ,

C a ( a) a a. M, a a a a a, CPC . (Z,1999) Aa a a a a a . (TaD B M, 2007)

C a a aa a. C a aa aa a a a a. (Wa Ca , 2007)

Pa a a aa (Ca,2003:397).

E Ca a: "T a () a a ". T aa a aa a. (Ca, 2003:333)


30/112

EAE EE

C

T a a a a aa a Ca (Ca, 2003:337) a Wa(Wa Ca M, 2007).

Ca a a :

P T P P E / P V R Ba M

o P Ro P A

Pa a a a a a . C, a a (CPM) a. A a a , a a a a . (Ca, 2003:337; Z, 1999:159) A Ha a Na, a (Ha & Na, 2000).

/ /

I , a a a a a a (CPM) a (Ca, 2003:337). T a a (PPI) (Wa Ca M, 2007).

A a a a CPM a, aa a a a, a a , a a a a a (Ca, 2003:337). A Ca, :

P R P A

(Ca, 2003:337)

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31/112

EAE EE

a 0.01 100 USD G AW a (C a.,2005).

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A Ca, a a a a a aa a a a a aa a. Ta a a a , a a, a a a. (Ca, 2003:337)

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(PPS) a a a a aa a a a a a '. R a C a (CPS).

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a . R a a C a(CPA) C a (CPL). O a a a, (a a a a). C a a aa a a a a a, a 'a a a a aa a.

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a a a. I a CTR (a) , a a a a . (Z, 1999:157159)

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32/112


33/112

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Ba A O a

(Sa a., 2006:302308)

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A , aa a a aa a . C a


34/112

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a a a a a a aaaa. T a B2B . I aa ,aa aa a a ' ERP (ER Pa) . (I)

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aa . T aa a a a, a a aa a . (I)


35/112

EAE EE

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36/112

EAE EE

a a , a aa. I a a, aa a aa a a aa , aa a .

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T a aa ,a a a aa.


37/112

EAE EE

D C B 1 C B (F, , 1967)

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a a a .


38/112

EAE EE

(D B, 2001)

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a ; aa a aa . (I)


39/112

EAE EE

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40/112

EAE EE

F 5 , ., 2001

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41/112

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42/112

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43/112


44/112

EDG

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a a .

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a. T a a aa a a a.

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a aa a (Sa, L, T, 2000:101).


45/112

EDG

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aa a. T a a a a a a .


46/112

DAA EEA

4 DAA EEA4.1 C . 1I PETR SRE a C , Pa. H a40 , a C, P, Sa a aa .

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47/112

DAA EEA

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48/112

DAA EEA

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49/112

DAA EEA

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F 10 C 1: .

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50/112

DAA EEA

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a. O a, a a a a a a a aa .


51/112

DAA EEA

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, a a a a . Ba a a, aa aa , a a aa a a a a a .

5L a a a , aa a a a a a a a . (WaSa E Oa, 2007)


52/112

DAA EEA

4.1.4 3H ?

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W a aa a , a a a, a .

T a a. T a a a a aa . S, a a .


53/112

DAA EEA

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54/112

DAA EEA

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F 13 C 2: .. ( )

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a a a a aa a a aa a a .
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55/112

DAA EEA

F aaa a, a a a a a a . Ta , a a a.

H a a a a a a a , a a a a aaa aa a aa , a a.

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a a a . W aa a, aa , a a a a .

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56/112

DAA EEA

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6Sa K a. (2003) a a a a a a a. I a , a a , a a a a a a. (Wa Sa , 2007)


57/112

DAA EEA

V a a a a a, a a . W a a a a a a, a a. T a a,a a .

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a a 20%. T, a a a , a a a a. H a aa a a a a a , a aa.


58/112

DAA EEA

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59/112

DAA EEA

F 16 C 3: . ( )

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a a a a a a a a aa aa a.


60/112

DAA EEA

F 18 C 3: . ( )

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61/112

DAA EEA

4.3.3 2H , , ?

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a aa . Aa aa a aa a a a aa aa a a a. I a aa a a a a aaaa a a .

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W C a, a aa aaa. I a, G AS . A


62/112

DAA EEA

, aaa a G AS a a , a a a a a a a a .

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63/112

DAA EEA

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Ma a P a Pa a a Faa a Aaa a a P a a a a a

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64/112

DAA AA

5 DAA AAI , aa a a aa. F, a a aa a aa a a a a a aa.

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65/112

DAA AA

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66/112

DAA AA

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67/112

DAA AA

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68/112

DAA AA

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69/112

DAA AA

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71/112

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73/112

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76/112

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78/112

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79/112

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80/112


81/112

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a a a a.


82/112

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84/112

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85/112


86/112

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87/112

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88/112

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89/112

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a a. C a a a aa a a a .

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a aa a a a a.

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90/112

CC

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6.1.4 A a a a, a a a :

W a a a aa aa a:


91/112

CC

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a a a a ?A a a a aa a a . W aa a, a a a aaa a a a a a . Ma , . M, aa a a a aa .

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92/112

CC

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W a, a a a a , a aa a a . I a a a a a a a a , a a a a ?

Ta a a a a a a . Y, aa a a a a a.


93/112

EFEECE

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http://www.imse.hku.hk/imse2016/Readings/Essential/BusinessModel-Geoffrion/Timmers/98_21_n.htmlhttp://www.imse.hku.hk/imse2016/Readings/Essential/BusinessModel-Geoffrion/Timmers/98_21_n.htmlhttp://img.tradedoubler.com/images/uk/help_centre/keywordmarketing.htmhttp://ir.tradedoubler.com/ir/en/omtradedoubler/affarsmodell/affarsmodell.htmlhttp://www.tradedoubler.co.uk/pan/cms/products/products_publishers/prod_publ_td_pullhttp://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://finance.yahoo.com/q/bc?s=GOOG&t=5yhttp://www.zanox.com/http://www.zanox.com/http://finance.yahoo.com/q/bc?s=GOOG&t=5yhttp://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=457609http://www.tradedoubler.co.uk/pan/cms/products/products_publishers/prod_publ_td_pullhttp://ir.tradedoubler.com/ir/en/omtradedoubler/affarsmodell/affarsmodell.htmlhttp://img.tradedoubler.com/images/uk/help_centre/keywordmarketing.htmhttp://www.imse.hku.hk/imse2016/Readings/Essential/BusinessModel-Geoffrion/Timmers/98_21_n.htmlhttp://www.imse.hku.hk/imse2016/Readings/Essential/BusinessModel-Geoffrion/Timmers/98_21_n.html


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Affiliate Marketing- Barbora Benediktova

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