The Study on Supervision Model for Online Advertising Click Fraud

Considering the click fraud in the online advertising market, a basic game theoretic model for click fraud is built firstly. In this model, the Ads Network can choose to make click fraud supervision or trust, and advertising publishers can choose to publish advertisement honestly or to cheat. In this paper, we get the result of the mixed strategy Nash equilibrium solution firstly and then we extend the model to the 2-supervision game model, and then discuss the effect factors when the Ads network is punished due to click fraud. Further more, the model considers the influence on click fraud caused by the competitions between the multi-publishers and then get the new result of the Nash equilibrium solution. Based on the analysis above, click fraud can be effectively prevented in the following ways: intensifying the supervision and control process, implementing penalty on advertising network, reducing information asymmetry, choosing the honest publisher to publish advertisement, building the competitive mechanism, evaluating the online advertising effectiveness in time, and signing detailed operational contract in advance. Key words: Online advertising; Click fraud; Supervision model; Nash equilibriu

A Comparative Study on MIS Research In Mainland China and Abroad (2002-2010)

Based on the literatures about induction and statistics MIS published in Mainland China and foreign journals from 2002 to 2010, this paper compares and analyzes the usual research topics, research methods and the authors in MIS research. It brings forward three aspects of differences between the domestic and foreign MIS research and gives three suggestions to advance domestic research, and hope the conclusion can be helpful for our future researchers

Development and Validation a comprehensive instrument to measure customer perceived service quality of mobile data services

Following the rapid growth of mobile data services in China, the competition between mobile data service providers becomes more intensively. To gain advantage in the fierce competition, it’s very critical to service providers managing their service quality effectively, thus a comprehensive measurement instrument of service quality is needed. However, there are few studies dedicated to mobile data services in this area. Our study proposes a conceptualization framework derived from Technical Acceptance Model. Based on the framework, we develop and validate an instrument to measure perceived service quality of mobile data services in rigorous process. Finally we have gotten a service quality instrument with six-dimensions: content quality, usability, reliability and speed, interaction, entertainment/ enjoyment, security/privacy. This scale provides a useful instrument for researchers who wish to measure the service quality of mobile data services and for marketing managers who want to improve their service performance

Students’ Ability Evaluation Structure Model of Local Finance and Economic Universities

The students’ ability evaluation of local finance and economic universities is conducive to the cultivation of talents, and to promote local economic development. In order to objectively evaluate the students’ ability of local finance and economic universities, this paper divides the ability of college students into three dimensions, including basic quality and ability, professional competence, the ability of innovation and practice. This paper builds the students’ ability evaluation indicator system of local finance and economic universities, and designs evaluation indicator system scale tables. Collecting data from high school students, teachers and the employers through paper questionnaires and web-based survey, this paper uses principal component analysis to extract ability factors, and establishes the students’ ability evaluation structure model of local finance and economic universities. This study provides a theoretical reference for the objective evaluation of students’ ability and training students’ ability purposefully

Measurement Equivalence of Web Surveys Based on Social Media

Web surveys have become a very important way of empirical research. The rise of social media provides a new platform for web surveys. Investigators can collect data based on different social media platforms to get more respondents of higher external validity at a lower cost. However, there is no domestic expert and scholar to conduct related researches on web surveys based on social media. This paper studies the measurement equivalence of surveys among BBS, micro blog and SNS using CFA. The result shows that three surveys have the same basic structure, factor loading matrix and factor covariance matrix; moreover, the intercepts are equivalent across micro blog and SNS

Research on Risk Management of Flexibility Information Systems

This paper applies a document reading method and deductive-inductive method, studies idea of flexibility MIS, and Risk Management of Flexibility Information Systems on its development and operating environment, discusses an effect on information system risk administration brought by flexibility MIS idea, suggests that the information system risk management framework and implementing strategy by flexibility idea. Key words: Flexibility MIS; Information system; Risk management; Change managemen

An Initial Study on the Intensifying Enterprises Information Management

The information management has become an important base of developing an enterprise’s eBusiness. Although our country has spent abundant manpower, material resources and financial support on enterprise information management, most of the information systems were not so good to meet our need and they didn’t bring the effect into play sufficiently. Based on the two large questionnaires, this paper has made an initial study and analysis on the status and actual questions of Chinese information management. And then this paper studies the current status of information management of some of the dominant enterprises in Sichuan Province. At last this paper presents some suggestions of intensifying enterprises information management

User Follow Prediction of Microblog Based on the Activeness and Interest Similarity

Many microblog fans have formed the basis of microblog information dissemination and diffusion, so accurate prediction and attracting more potential customers to follow microblogger becomes very necessary. By employing interpersonal relationship network of microblog fans, this study integrates microblogger popularity and user activeness into interest similarity in order to explain user follow predictor and propose user follow prediction models. Support vector machine (SVM) is used to train this model. Open data from Tencent microblog in KDD Cup 2012 prove that the proposed prediction model has higher prediction accuracy and stability. Key words: Microblog; User follow; Microblogger popularity; User activeness; Interest similarity; Prediction mode

An ECM-ISC based Study on Learners’ Continuance Intention toward E-learning

E-learning has been developing rapidly in recent years; however, as the student number and market scale are growing fast, there is also a growing concern over the issue of high dropout rates in e-learning. High dropout rate not only harms both education institutions and students, but also jeopardises the development of e-learning systems. Understanding the behavioural mechanism of students’ continuance learning in online programmes would be helpful for reducing the dropout rate. In order to explain students’ continuance intention toward e-learning, his study combines theories from the fields of information management and pedagogy. By adding two constructs, namely academic integration and social integration, from the theories of dropout as antecedent variables, an improved ECM-ISC model for e-learners’ continued learning intention was put forward. Results from structural equation modeling (SEM) demonstrate a stronger explanatory power of the new model. Based on the results from empirical analyses, corresponding suggestions are proposed in the end of this paper