智慧型手機使用者社群資訊行為探勘

楊絜雲

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智慧型手機使用者社群資訊行為探勘

Exploring Smartphone Users' Social Information Behavior

楊絜雲 , Masters　　Advisor：蔡坤宏;江義平　　

繁體中文

網路探勘；社群資訊行為；智慧型手機；點擊流資料；行動商務； Clickstream Data ； Web Usage Mining ； Social Information Behavior ； Smartphone ； Mobile Commerce

Abstract │ Reference (34) │ Altmetrics

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Surfing the web has become most important and indispensable behavior recently. With the surge of social network services (SNSs), browsing the SNSs has become one of the main sources of people’s information behavior. This study will use social network sites as the core sites to analyze smartphone users’ social information behavior, by collecting three-month period of users’ clickstream data, in order to find out users’ online behavior between SNSs and other sites include news, shopping, search, forum, video and blog. First, user-centric approach will be conducted for correlation analysis to quantify the association between SNSs and other categories, and then use the results as the standard to conduct fixed effect model by exploring the duration of gender, age and weekdays/weekend at 24hrs. Second, site-centric approach will conduct correspondence analysis and association rules by using users' session to gather all categories in the graph and explore the relationship between the SNSs and the other categories. Finally, based on the findings, this study to provide a stepping stone for marketers and researchers to understand web users’ social information behavior.

Reference ( 34 ) 〈TOP〉

Bucklin, R. E., & Sismeiro, C. (2009). Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing. Journal of Interactive Marketing, 23(1), 35-48.
連結：
Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories. Decision support systems, 42(3), 1872-1888.
連結：
Chou, P. H., Li, P. H., Chen, K. K., & Wu, M. J. (2010). Integrating web mining and neural network for personalized e-commerce automatic service. Expert Systems with Applications, 37(4), 2898-2910.
連結：
Clausen, S.E. (1998). Applied correspondence analysis: An Introduction.(1st ed.). New York, USA: Sage.
連結：
Cooley, R., Mobasher, B., & Srivastava, J. (1999). Data preparation for mining world wide web browsing patterns. Knowledge and information systems, 1(1), 5-32.
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