在中國大陸,隨著時代的發展,WeChat已經越來越融入人們的日常生活當中,人們的衣食住行似乎也都與WeChat有著緊密聯係。因此WeChat經營者需不斷的更新完善微信的功能,傾聽使用者的訴求,創造出新的商業模式並找到新的商機。 本研究採用問卷調查的方式,透過資料探勘的方法進行集群分析與關聯分析,瞭解出WeChat使用者的輪廓,並探討WeChat使用者行爲與社交媒體、WeChat使用者行爲與行動支付、虛實整合與商業模式之關聯性,主旨在於透過WeChat使用者的喜愛偏好與消費行為,分析微信的商業模式及提出後續建議之研究。
In mainland China, with the development of time, WeChat has become more and more integrated into people's daily life. People's clothing, food, housing and transportation seem to be closely related to WeChat. Therefore, WeChat operators need to constantly update and improve the functions of WeChat, listen to the demands of users, create new business models and find new business opportunities. This study uses a questionnaire survey to conduct cluster analysis and association analysis through data mining. The purpose of this study is to understand the profile of WeChat users, and to explore the relationship between WeChat users' behavior and social media, WeChat users' behavior and mobile payment, and online merge offline and business model. The main objective of this study is to analyse the business model of WeChat through the preferences and consumption behaviour of WeChat users and to make recommendations for the future.