政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/109334
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109952/140887 (78%)
造访人次 : 46287680      在线人数 : 776
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/140.119/109334


    题名: Mining association rules between positive word-of-mouth on social network sites and consumer acceptance: A study for derivative product of animations, comics, and games
    作者: Sheu, Jyh Jian;Chu, K.-T.
    許志堅
    贡献者: 傳播學院
    关键词: Animation;Association rules;Behavioral research;Commerce;Decision making;Decision trees;Social networking (online);Trees (mathematics);Business opportunities;Comics and games;Consumer acceptance;Electronic word of mouths (eWOM);Influential factors;Mining associations;Social Network Sites;Word of mouth;Data mining
    日期: 2017-07
    上传时间: 2017-05-08 14:36:45 (UTC+8)
    摘要: In recent years, we can easily observe that animations, comics, and games (ACG) have great output value and market influence on the entertainment and digit media market. The ACG industry is not an industry of a single country or region but a global industry. In addition to its own revenue, the derivative products (or licensed merchandise) of ACG can extend the ACG industry to win more business opportunities. The ACG industry is mainly marketed towards younger people, who are the major users of social network sites. Hence, the electronic word-of-mouth (eWOM) on social network sites often becomes a reference basis of the young people`s attitudinal acceptance and purchase intention in purchasing ACG-related derivative product. In this paper, we analyze the influential factors of positive eWOM`s communication motivations that affect consumer acceptance on social network sites, and apply the uncomplicated decision tree data mining algorithm to compute the association rules between these influential factors and consumer acceptance, expecting to understand the relationship between eWOM on social network sites and consumer acceptance. The results of this study can help the business decision-making in CRM and marketing of the industry of ACG-related derivative product. This study found that the degree of perception of ACG product and the degree of taking pleasure in sharing ACG-related information with others have a significant correlation with consumer acceptance. © 2016 Elsevier Ltd
    關聯: Telematics and Informatics, 34(4), 22-33
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/j.tele.2016.12.010
    DOI: 10.1016/j.tele.2016.12.010
    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-S0736585316305202-main.pdf564KbAdobe PDF2437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