資料探勘於LINE貼圖行銷之研究

LINE從2011年6月發表後帶動了LINE貼圖的發展，從一開始冰冷的文字、簡易的表情符號到現在生動活潑的LINE貼圖，讓人們聊天的模式更近一步，拉近了彼此的距離。所謂一圖勝千言，生動的貼圖能讓人們更精準的表達當下發生的情緒及情境。這也是為甚麼LINE可以發展出超過1萬種以上的貼圖，這其中隱藏了巨大的商機。本研究採用問卷調查法，透過集群分析並運用關連法則挖掘出有用之資訊，探究不同族群之使用者貼圖偏好、消費偏好及服務偏好經分析整理後，以提供LINE、公司企業做為經營上之參考。

關鍵字

LINE貼圖；新貼圖開發；社群行銷；商業智慧；資料探勘

並列摘要

After LINE has been published in June 2011 it drive the development of the LINE sticker . The freezing words and simple emoticons form beginning to those lively LINE stickers that we can see now, they not only make the mode that people can chat with each other closer, but also get each other close. The reason why the Line stickers can be performed more vivid than any text. Because the vivid stickers can make people more accurately express the current mood. That is why LINE can be developed more than 10,000 kinds of stickers, in which hides a huge business opportunities. The study uses the questionnaire survey procedure, by using Clustering analysis and Association rules are applied to bring out more useful information to investigate different groups of users sticker preferences, consumer preferences and service preferences after analysis and finishing. The research is provided reference of management for Line and corporate.

並列關鍵字

LINE Sticker ； New sticker development ； Social Media Marketing ； Business Intelligence ； Data mining

參考文獻

陶蓓麗、廖則竣、林政道(2004)。網際網路顧客關係之實證研究。資訊管理學報，第11卷第1期。頁167-194。

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陳怡如(2015)。探討社群媒體對智慧型手機遊戲行銷之影響因素。國立臺北教育大學數位科技設計學系碩士論文。臺北市。

Agrawal, R., Imieliński, T., & Swami, A. (1993, June). Mining association rules between sets of items in large databases. In Acm sigmod record (Vol. 22, No. 2, pp. 207-216). ACM.

Armstrong, A., & Hagel, J. (2000). The real value of online communities. Knowledge and communities, 74(3), 85-95.

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資料探勘於LINE貼圖行銷之研究

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