摘要 : Purpose This study aims to address the following research questions: Do the two types of service firms (individual or aggregator) have similar competitiveness on online search ads? How should the two types of service firms select ... 展开 Purpose This study aims to address the following research questions: Do the two types of service firms (individual or aggregator) have similar competitiveness on online search ads? How should the two types of service firms select optimal branded keywords to improve search performance? In addition, how do consumers' search queries influence the service search performance of the two types of service firms? 收起