淡江大學機構典藏:Item 987654321/54085
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 62805/95882 (66%)
Visitors : 3984100      Online Users : 307
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/54085


    Title: 資料採礦應用於網上社群使用行為與購物行為探勘之研究
    Other Titles: The study of data mining approach investigates on the online community tools and purchase behavior
    Authors: 林芸妃;Lin, Yun-Fei
    Contributors: 淡江大學管理科學研究所碩士班
    廖述賢;Liao, Shu-Hsien
    Keywords: 資料採礦;虛擬社群;網路社群;網路行銷;社群行銷;data mining;Virtual Communities;On-line Communities;Communities of Commerce;Social Media Marketing
    Date: 2011
    Issue Date: 2011-06-16 21:59:03 (UTC+8)
    Abstract: 隨網際網路應用技術發展越趨成熟，「網上社群群聚」已經不是單一現象，網路社會是一個新的、更具（更容易找到）共同性與關聯性的社群社會，據此，業界從事行銷推廣的管道終將伸往這些網路族群。
    國內研究討論利用網路工具或網上社群運作的行銷議題時，多討論單一工具的價值，而針對整體網上社群行為的討論與探索則寥若晨星，故本研究欲以「可形成網上社群的工具」為研究根本，討論使用者網上社群行為及購物的資訊參考行為，以替網上社群行銷增加可考慮的議題與構面。
    本研究利用SPSS Clementine軟體，以「資訊互動的積極程度」與「社群互動的積極程度」為構面，以二階法將網上社群使用者分為「交誼型」、「資訊型」、「工具型」與「八卦型」四種，以資料採礦（Data Mining）技術討論四群使用者對網上社群工具的使用價值、社群感與資訊影響力的關聯知識，並據此對廠商加入網上社群行銷的操作手法進行提案。
    Since the development of internet applications matured, social network is a new social mode that is easier for searching the cyber community, and it is forward to create an innovative source for advertising and marketing to the business.
    Mostly, researches in Taiwan in relation to the behavior or marketing on online community tools are focus on either advertising or marketing, without a whole picture. Thus, this study investigates the on-line community tools as a research subject, and explores the users’ online and purchase behavior in the cyber community.
    In addition, this study implements the SPSS Clementine as a data mining approach, to categorize four kinds of online users’ behavior by using a two-step method. Finally, this article suggests that online users those who join communities of commerce and their purchase behavior are critical knowledge for considering possible business models and proposals. By doing so, in terms of profit model, knowledge extraction from subjects of four clusters might be a contribution to this research issue.
    Appears in Collections:[Department of Management Sciences] Thesis

    Files in This Item:

    File SizeFormat
    index.html0KbHTML276View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback