- 學位論文
資料探勘於行動應用程式與行動支付推薦機制之研究
The Study of Data Mining Approach Implements on Mobile Applications (Apps) and Mobile Payment and Recommendation System
摘要
隨著時代的進步與科技的日新月異，消費者在消費時選擇的付款方式也比以往多元。從最普遍的實體貨幣與塑膠貨幣，到現在消費者只要使用任何行動裝置綁定付款帳戶（信用卡、私人帳戶）就能完成付款。再也不需擔心結帳時找不到零錢或者出門忘記帶錢包。只要擁有行動裝置，便可以輕輕鬆鬆地完成消費。 網路的普及造就使用者在接收各類資訊的速度比以往更具有時效性；而行動支付的興起除了讓消費者有更多的方式消費外也讓業者們加快腳步準備搶攻這塊大餅。因此行動支付的業者與品牌商要如何透過使用者手機裡的APPS準確地提供資訊吸引消費者消費、如何有效地透過網路的優勢來提升知名度、或者如何利用行動支付與電子商務結合，便是本研究最重要的目的。 本研究採用問卷調查的方式，透過資料探勘的集群分析（Cluster Analysis）與關聯法則（Association Rule）之方式，歸納出使用者的輪廓，並探討不同族群的使用者與行動支付行為、網路購物行為與服務推薦之關聯。透過使用者、行動支付廠商與品牌商三方面的交互關係，瞭解現今使用行動支付的使用者是否有特定的偏好或者潛在需求。並根據上述方式，從中找尋是否有可行的行動支付行銷模式，以提供行動支付廠商與品牌商作為行銷策略上之參考。
並列摘要
With the progress of the times and rapid technological developments, consumers now have more ways to pay for their consumption than ever, from the most common physical and plastic currencies to completing payments using mobile devices connected to payment accounts (credit cards, private accounts, etc) no longer having to worry about being unable to find change or forgetting to bring the wallet. As long as there is a mobile device, consumption transactions can be completed with ease. The popularization of the Internet has made receiving all kinds of information more time-efficient than ever; the emergence of mobile payments has not only provided consumers with more ways to make purchases, but has also prompted business owners to speed up in gaining market share. Therefore, how mobile payment operators and brand owners use APPS in users’ mobile phones to accurately provide information to attract consumers’ consumption, how to effectively enhance popularity through the Internet, and how to combine mobile payment and e-commerce are the most important objectives of this study. This study adopted the questionnaire survey method. Through “cluster analysis” and “association rule” in data mining, the user’s profile can be summarized, while the correlations among the different groups of users and action payment behaviors, online shopping behaviors, and service recommendations can be explored. Through the interactive relationships among the three sides, namely, users, mobile payment vendors, and brand owners, an insight was gained into whether or not today’s mobile payment users have specific preferences or potential needs. In addition, based on the above methods, whether or not there is a feasible mobile payment marketing model was determined to serve as a reference for mobile payment vendors and brand owners during marketing strategy formulation.