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政大機構典藏 > 教育學院 > 教育學系 > 期刊論文 > Item 140.119/67033

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67033

Title:	Applying Decision Tree Data Mining for Online Group Buying Consumers’ Behaviour
Authors:	許志堅 Sheu, Jyh-Jian;Chang, Yao-Wen;Chu, Ko-Tsung
Contributors:	傳播學院
Keywords:	customer relationship management;customer satisfaction;data mining;decision tree;online group buying;consumer behaviour;CRM;clustering algorithms;online shopping;past experience;internet shopping;decision making.
Date:	2008.04
Issue Date:	2014-06-30 18:06:15 (UTC+8)
Abstract:	This paper treated `amount of invested money` and `use times` of online group buying as the dependent variables, and applied the clustering algorithm and the decision tree data mining technique to deeply analyse the influences of independent variables on each dependent variable and observe the possible association rules existing among them. We found that the consumers` past online shopping experience would directly affect their decision-making. Noticeably, the people who tended to be willing to participate in the money-saving group buying, were not the ones with lower incomes; instead, they were the ones with more incomes.
Relation:	International Journal of Electronic Customer Relationship Management, 2(2), 140-157
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1504/IJECRM.2008.019929
DOI:	10.1504/IJECRM.2008.019929
Appears in Collections:	[教育學系] 期刊論文

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