Media Consumption in Taiwan: Mining the Shih Hsin Communication Database

Chien-Chou Su

《Asia Pacific Management Review》 15卷1期 (2010/03) Pp. 113-131

https://doi.org/10.6126/APMR.2010.15.1.08

並列摘要

Internet use has recently grown rapidly, and this trend is continuing. This increase is unsurprising given the reallocation of attention from newspapers, magazines, radio and television. Since most audiences have limited time available for media use, it is logical to assume that the hours spent using a particular medium reduce or displace the time spent using other media. However, increase-increase in some media reinforcement effects among media may occur according to the bio-ecological theory of the niche. The purpose of this investigation was to better understand media usage in Taiwan. The two most commonly used data mining techniques, neural networks and decision trees, along with some statistical methods, are applied to profile heavy-users of each of the five major media: TV, radio, newspaper, magazine and Internet. The correlations among different media consumption behaviors are summarized using a ”Media Usage Correlation Matrix” in this study. The analytical results of the investigation reveal some interesting findings relating to the five media usage and the relationship among media use. For example, the consumption behavior for printed media (newspapers and magazines) has a complementary effect while the use of newspapers has a displacement effect. Moreover, magazines exert a complementary effect on radio, TV and Internet use. Furthermore, the study demonstrates that heavy users of the five media by constructing data mining models, respectively. The findings of this study offer a potential new direction that media buyers can use to select efficient advertising media vehicles after targeting a specific population.

並列關鍵字

Media time consumption ； neural network ； decision tree ； displacement effect ； complementary effect

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