資料探勘於線上遊戲社群行為與商業模式發展之研究

隨著遊戲與直播產業的發展，遊戲對於現代人不僅是社交，更是一種新興的商業機會，遊戲的模式與遊玩的管道已與過去截然不同，不再限制於特定時與空間才能遊玩，因此遊戲相關行業必須持續的提高遊戲的品質及創新玩法，參考消費者的需求，開發創新的遊玩模式與加強玩家遊戲體驗，才能持續發展。本研究使用問卷調查的方式，透過資料探勘的方法進行集群分析與關聯分析，瞭解出玩家的輪廓，並探討玩家輪廓、遊戲內容、虛擬購物行為、社群行為與直播之關聯性，透過線上遊戲玩家的遊戲內容偏好與消費行為，提出線上遊戲的推薦機制與服務建議，以利於遊戲廠商做參考。

關鍵字

線上遊戲；社群行銷；消費者行為；資料探勘；線上直播

並列摘要

With the development of the game and live stream industry, games are not only social media for modern people, but also an emerging business opportunity. The game mode and play channel are completely different from the past, and it is no longer limited to a specific time and space to play. Therefore, The game-related industry must continue to improve the quality of games and innovative ways to play, refer to the needs of consumers, develop innovative game modes and enhance players' game experience in order to continue to develop. This study retrieved data by using survey. Clustering and association analysis of data mining are applied to outline gamers, and four dimensional relationships are discussed, including gamer characteristics, and to explore the correlation between player profiles, Online Game content, virtual shopping behavior, Online Game community behavior and live stream. This study proposed recommendation system and services according to gamer preference on games and shopping, offering game companies some references.