中文摘要：

赞助搜索广告是当前互联网主要的创新营销服务之一．本文基于某消费参考网站的数据，对固定排名机制下的赞助搜索广告的价值生成机制进行了计量分析与验证．研究结果发现，赞助搜索可以显著地提高广告主的销售收入，对促进其他广告效果方面也有一定的延伸价值．研究还讨论了赞助搜索广告服务模式的改进对策，为互联网经营创新及广告主决策提供实际的理论参考．

英文摘要：

Sponsored search advertising has become an increasingly prevalent way employed by e-commerce operators. It conducts an empirical study on the mechanism of value genesis of the sponsored search advertisement under the fixed rank with the data from a large online consumer review website. It provides support for the innovation and effectiveness of sponsored search advertising in increasing the sales of the advertisers. Furthermore, the sponsored search advertising method is found to have extended effects on other advertising means at the website. It also discusses the improvement measures of the sponsored search advertising, and provides practical reference for interact based innovation for advertisers.