資料探勘於手機遊戲行為與推薦機制之研究

當人們越來越仰賴手機且不離身，甚至在精神層面也有所影響，四面八方各領域的業者也開啟了嶄新的商業機會，而遊戲的模式已與過去截然不同，不再侷限於特定族群或特定空間，因此遊戲業者需不斷的提高遊戲的品質，傾聽消費者的訴求，找到嶄新的服務模式和遊戲體驗，才能獲得源源不絕的商機。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，瞭解出玩家的輪廓，並探討玩家輪廓、遊戲內容、虛擬購物行為、互動科技之關聯性，透過手遊玩家的遊戲內容喜愛偏好與消費行為，提出手機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

手機遊戲；手機遊戲消費；資料探勘；推薦機制

並列摘要

With increasing dependence, people keep their mobile phones on them all the time, and even get influenced psychologically, which leads to whole new business chances for diversified companies in different industries. Game companies nowadays don’t do businesses using traditional ways. There is no limitation on specific groups of people and limitations on spaces have been eliminated. Therefore, game companies need to provide better quality, listen to customer feedback, and discover novel service model and gaming experience to keep looking for business opportunities. 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, content of mobile games and consumer behavior in virtual shopping. This study proposed recommendation system and services according to gamer preference on games and shopping, offering game companies some references.