Data mining analytics investigate WeChat users’ behaviours: Online social media and social commerce development
學年 111
學期 2
出版（發表）日期 2023-02-16
作品名稱 Data mining analytics investigate WeChat users’ behaviours: Online social media and social commerce development
作品名稱（其他語言）
著者 Liao, Shu-hsien; Lin, Wei-can
單位
出版者
著錄名稱、卷期、頁數 Electronic Library 41(2/3),　p.204-222
摘要 Purpose As of December 2021, WeChat had more than 1.2 billion active users worldwide, making it the most active online social media in mainland China. The term social commerce is used to describe new online sales through a mix of social networks and/or peer-to-peer communication or marketing strategies in terms of allowing consumers to satisfy their shopping behaviour through online social media. Thus, given the numerous active users, the development of online social media and social commerce on WeChat is a critical issue of internet research. Design/methodology/approach This empirical study takes WeChat as the online social media research object. Questionnaires for WeChat users in China were designed and distributed. All items are designed as nominal and ordinal scales (not Likert scale). The obtained data was put into a relational database (N = 2,342), and different meaningful patterns and rules were examined through data mining analytics, including clustering analysis and association rules, to explore the role of WeChat in the development of online social media and social commerce. Findings Practical implications are presented according to the research findings of meaningful patterns and rules. In addition, alternatives to WeChat in terms of further development are also proposed according to the investigation findings of WeChat users’ behaviour and preferences in China. Originality/value This study concludes that online social media, such as WeChat, will be able to transcend the current development pattern of most online social media and make good use of investigating users’ behaviour and preferences, not only to stimulate the interaction of users in the social network, but also to create social commerce value in social sciences.
關鍵字 WeChat;Online social media;Social commerce;Data mining analytics;Empirical studies
語言 en_US
ISSN 0264-0473
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 USA
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/125688 )