政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/109335
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109951/140887 (78%)
造访人次 : 46279723      在线人数 : 1272
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/109335


    题名: The associate impact of individual internal experiences and reference groups on buying behavior: A case study of animations, comics, and games consumers
    作者: Sheu, Jyh Jian;Chu, K.-T.;Wang, S.-M.
    許志堅
    贡献者: 傳播學院
    关键词: Animation;Commerce;Customer satisfaction;Data mining;Decision trees;Human computer interaction;Product design;Trees (mathematics);Business policies;Buying behavior;Consumer loyalty;Customer loyalty;External influences;Loyalty;Questionnaire data;Strategic experiential module;Consumer behavior
    日期: 2017-07
    上传时间: 2017-05-08 14:38:16 (UTC+8)
    摘要: Among the entertainment and media market, it can be observed that animations, comics, and video games (hereinafter abbreviated as ACG) have the highest output value and most market influence. Moreover, ACG also incorporates various industries and creates many derivative products. As the ACG industry emphasizes acousto-optics, imagery, and storylines, personal impressions derived from consumer experiences will influence consumer decisions. In addition, the ACG industry is mainly marketed towards younger age groups, with younger people being the main consumers; as such, these consumers’ decisions are more easily affected by peer behavior. This study aims to analyze the effects of internal cognitions and external influences on buying behavior of ACG consumers by applying the uncomplicated decision tree data mining algorithm. We analyze and develop the target attributes on measures of customer loyalty for ACG industry to set up the decision trees from the collected questionnaire data. The decision tree data mining method is applied to analyze the hidden association rules between the target attributes (i.e., consumer loyalty) and the critical influencing factors of consumer`s internal impressions and external influences for ACG consumers. The results and suggestions of this paper can be used as a reference for enterprises in the ACG industry to help with business policies concerning products’ extensional design, marketing, and CRM, and to further strengthen customer satisfaction and loyalty, thus increasing company profits. © 2016 Elsevier Ltd
    關聯: Telematics and Informatics, 34(4), 314-325
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/j.tele.2016.08.013
    DOI: 10.1016/j.tele.2016.08.013
    显示于类别:[廣播電視學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    1-s2.0-S0736585316302052-main.pdf570KbAdobe PDF2542检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈