| 摘要(中) |
過去十年來，內容農場利用大量且快速生產短文章的策略，騙過搜尋引擎，擠進我們搜尋結果的頁面內，再用聳動的標題吸引我們點擊，就這樣內容農場達成了它的目的，吸引我們點擊，獲得流量，並賺取廣告費。
我們發現有許多入口網站有角色衝突的問題，他們同時做著搜尋引擎與廣告媒合的工作，但其實兩者的工作存在著矛盾。作為搜尋引擎，應該要提供使用者優良的搜尋結果，讓使用者能快速找到需要的內容，甚至可以說若不能提供優良的搜尋結果，可能使搜尋引擎的使用人數流失。入口網站同時也做著廣告媒合的工作，應該要能透過精準的投放廣告，幫助廣告主的廣告被看見、被點擊，並透過這樣的方式從賺取廣告費。
根據過去研究顯示指出，在特定情況下，於內容農場投放廣告的效果會高於投放在其他網站。這對於入口網站來說會是個兩難，因為這和要幫助使用者搜尋到需要的網站這個目的有所衝突。因此，我們決定利用賽局模型探討對於搜尋引擎而言，要採取何種策略，才能使搜尋引擎遇到這種情況時得到最大化的利益。
消滅一個內容農場對於入口網站而言並不困難,困難的是無法斬草除根,一個內容農場被消滅的同時又有好幾個內容農場崛起,因此入口網站和內容製造商只能退而求其次,不追求消滅所有內容農場,而是使內容製造商可獲得的利潤盡量超越內容農場。我們發現在入口網站不管制或是設有舉報機制來應對內容農場的情況下,入口網站應當想辦法去增加內容農場抄襲的邊際成本與其受舉報的程度。但是在入口網站用演算法來應對內容農場時,內容製造商應該關注的是如何降低自身生產文章的邊際成本。除此之外,入口網站可以透過降低分給網站們的廣告分潤比例來使內容製造商的利潤超越內容農場。 |
| 摘要(英) |
Content farms use a lot of short paragraphs to cheat on search engine and show low quality contents on our search webpages. They use exaggerated topic to draw our attention and click into content farm. That′s how content farm earn lots of traffic and money.
We found that there are many portal websites in face of mission conflicting issues. Portal websites are doing both search engine′s work and advertisement matching. However, there is a conflict between the two works. As a search engine, it should provide users search results they want. In other words, failure to provide excellent search results may lead to the loss of users of the search engine. Portal website also do the work of advertisement matching. It should be able to accurately place advertisements to help advertisers′ advertisements to be seen and clicked, and to earn advertising fees in this way.
According to past research, in some cases, advertising on content farms is more effective than advertising on other sites. This can be a dilemma for portal websites. It conflicts with the purpose of helping users find the contents they need. Therefore, we decided to build a game theory model to find out what strategies should be adopted for portal websites, content farms and content providers.
It is easy for portal websites to eliminate one content farm, but it is impossible to destroy all the content farms. When portal website does nothing or set reporting mechanisms to deal with content farm issues, portal website should pay more attention to interfering content farm′s plagiarism and encouraging the behaviors to report content farms. However, when portal website uses algorithms to counteract content farms, content providers should focus on how to reduce the marginal cost of producing their own contents. Besides, portal website can make content providers more profitable than content farms by decreasing the ratio of revenue-sharing. |
| 參考文獻 |
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