教師資料查詢 | 類別: 期刊論文 | 教師: 廖述賢 LIAO SHU-HSIEN (瀏覽個人網頁)

標題:Mining marketing knowledge to explore social network sites and online purchase behaviors
學年103
學期2
出版(發表)日期2015/07/24
作品名稱Mining marketing knowledge to explore social network sites and online purchase behaviors
作品名稱(其他語言)
著者Liao, Shu-Hsien; Hsiao, Pei-Yuan; Li, Chien-Wen; Lin, Yun-Fei
單位淡江大學管理科學學系
出版者New York: Taylor &; Francis Inc.
著錄名稱、卷期、頁數Applied Artificial Intelligence 29(7), pp.679-732
摘要Social network sites (SNS), as web-based services, allow users to make open or semiopen profiles within the systems they are part of, to see lists of other people in the group, and to see the relationships of people within different groups. As the development of Internet applications has matured, developing and evaluating business models on social network sites has become a critical issue because these sites can be an innovative source for online marketing. Most studies in Taiwan on the behavior or marketing on SNS focus on either advertising or marketing, without picturing the overall scenario. Thus, this study investigates SNS as a research subject, and explores users’ online and purchase behaviors in the cybercommunity. For this, the study uses the Apriori algorithm as an association rules approach, and cluster analysis for data mining, to categorize four kinds of online user behavior and generate purchase behavior patterns and rules. The results suggest that online users’ SNS and purchase behavior knowledge are critical for the development of online business models.
關鍵字
語言英文(美國)
ISSN0883-9514
期刊性質國外
收錄於SCI;
產學合作
通訊作者Liao, Shu-Hsien
審稿制度
國別美國
公開徵稿
出版型式,紙本
相關連結
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