摘要
二次大戰結束後，隨之出現的嬰兒潮(war boomers)是累積財富的一代，這個族群的人口年齡現今普遍分布於45~64歲之間。由於人口結構的變化，醫療科技發達與預期壽命延長，不同於以往的銀髮族、老年族群，這個世代的人們普遍具有較年輕的心理年齡，也因此又稱為新熟年族群，其不論是在食衣住行、休閒娛樂等各方面，都是極具消費能力的一個族群。 有鑒於伴隨廣大新熟年市場快速成長之網路商機，本研究彙整常用於拓展與評估網路商機之研究方法與指標，針對新熟年族群相關網路、消費行為之研究進行整理，以深入了解新熟年族群在消費與網路使用上的特性。進一步探討衡量會員網站中網路使用者網路忠誠度之指標，以資料探勘(Data Mining)技術探討會員網站網路瀏覽行為與與網路忠誠度間之關聯，檢視現行網站架構與經營策略下的成效，並針對g網站會員網站現有網站架構與traffic data紀錄格式提出適切的衡量指標並進行整體之分析。 藉由日誌檔(log file)與會員之關聯，了解目前會員與網站間之互動，探討個別會員與網站間之關係與網站整體績效的表現。透過分析的結果，可了解新熟年族群對網路行為之特性，並由績效的衡量可以提供網站經營輔助資訊，針對分析結果進行探討與對網站經營提供建議，供網路服務供應者極富參考價值之資訊，藉由這些資訊，初步可作為管理者網站架構設計之依據，提升新熟年族群網路使用與資訊取得的便利性及意願，並可作為往後歸納新熟年族群之網路使用者行為模式作為制定行銷策略之基礎。
並列摘要
Due to the rapid growth of new silver business opportunities, this study surveyed the indicators about of the web browsing and consumer behavior of new silver age. Furthermore, the evaluation criterion of e-loyalty is discussed. A data mining method is proposed to analyze the relation between website members’ e-loyalty and their browsing behavior. The traffic data of g website members are examined using web browsing performance index. By means of the relation of member’s database and log file, the interaction between members and website is reviewed. The performance of web management could be evaluated and the browsing pattern of each member could be realized. All these results can be taken as decision support information for website manager. By enhancing the convenience and satisfaction of g website members, the content and site structure can be adjusted and improved. Moreover, the manager can determine the marketing strategy based on the results. By the interactive website content and the customized internet services, we want to fulfill the demand of new silver for internet service, integrate and develop an innovative business model.