系統識別號 | U0002-1607201800210000 |
---|---|
DOI | 10.6846/TKU.2018.00426 |
論文名稱(中文) | 資料探勘於Instagram商業模式之研究 |
論文名稱(英文) | The Study of Data Mining Approach Implements on Instagram Business Model |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 鄭婕如 |
研究生(英文) | Chieh-Ju Cheng |
學號 | 605580025 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2018-06-23 |
論文頁數 | 133頁 |
口試委員 |
指導教授
-
廖述賢
委員 - 王瑞源 委員 - 李培齊 |
關鍵字(中) |
社群媒體 社群互動 資料探勘 商業模式 |
關鍵字(英) |
Social media Social interaction Data mining Business model |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
Instagram已經成為非常受年輕一代歡迎的社群媒體。每月活躍用戶數量迅速增加,直至今日用戶已超過8億。從照片共享這個簡單的理念開始,能取得相當的成功,也是由於Instagram時常更新,增加有趣的“玩法”,不斷重新定義社群媒體的樣貌。不僅如此,自從2012年被Facebook收購後,研究學者一直關注這個以行動裝置為導向的應用程式。本研究透過檢視平台上的用戶體驗來了解使用者行為,這些體驗也涉及與其他用戶之間的互動。此外,找出新的服務和功能,以迎合具有不同特點和消費習慣的使用者,提供有價值的新商業模式,為研究最終的目標。 本研究使用的資料庫由1,954份回收之問卷建立而成。首先,我們使用K-means集群分析法,將答題的Instagram用戶分成三個族群,包括(1) 通勤學生族、(2) 粉領上班族,和(3) 小資購物族。其次,運用關聯分析產生關聯規則,解釋Instagram使用者行為與其社群媒體行為之間的關係,Instagram上附加價值與社群互動的關係,以及消費者偏好與Instagram商業模式之間的關係。最後,研究結果告訴管理者取得用戶關注的重要性,並在管理意涵章節部分揭示Instagram推展購物的可能性。 |
英文摘要 |
Instagram has become a very popular social media, especially among the young generation. With rapid growth of active users each month, there is over 800 million Instagrammers today. Instagram conveys simple photo-sharing concept, and it is also well known for successive innovations redefining the social media landscape. Researchers have been giving attention to this mobile-oriented application since Facebook’s acquisition in 2012. This study examines user experiences to understand users’ behavior, including their interaction with other users. This study also reaches our final goal to suggest new services and functions that cater to users with different characteristics and consuming habits, delivering valuable business models. By structured collection of database from 1,954 respondents, we first apply K-means clustering to group Instagram users into (1) commuter students, (2) pink-collar workers, and (3) comparison shoppers; association analysis is then implemented to generate association rules that explain the relationship among three patterns. Finally, study results inform managers importance of gaining users attention and reveal the possibility for shopping activity on Instagram in the managerial implication section. |
第三語言摘要 | |
論文目次 |
Index Acknowledgement………………………………………………………...I Chinese Abstract………………………………………………………….II English Abstract………………………………………………………….III List of Figures…………………………………………………………...VI List of Tables…………………………………………………………..VIII Chapter 1. Introduction 1 1.1 Background of the study 1 1.2 Statement of the problem 3 1.3 Scope and delimitation 5 Chapter 2. Literature Review 7 2.1 Social media .7 2.1.1 The evolution of web technologies........................................................7 2.1.2 Social media categories and use ...........................................................8 2.2 Business model.............................................................................................10 2.2.1 Business model concept and definition................................................10 2.2.2 Osterwalder' s business model canvas.................................................12 2.3 Data mining 15 2.3.1 Data mining definition.........................................................................15 2.3.2 Roots of data mining............................................................................18 2.3.3 Data mining key techniques.................................................................19 2.3.4 Sum-up.................................................................................................21 Chapter 3. The Case Firm ...………………………..………………….22 3.1 Founding of Instagram .22 3.1.1 Founders...............................................................................................22 3.1.2 Beginning.............................................................................................23 3.2 Development 24 Chapter 4. Methodology 25 4.1 Research design 25 4.2 Database design 27 4.2.1 Source of data......................................................................................27 4.2.2 Data modeling.....................................................................................28 4.3 Questionnaire design....................................................................................35 4.4 Data analysis.................................................................................................38 4.4.1 Cluster Analysis...................................................................................38 Cluster-1 Commuter Student........................................................................40 Cluster-2 Pink-collar Worker........................................................................40 Cluster-3 Comparison Shopper.....................................................................41 4.4.2 Association Rules................................................................................43 Chapter 5. Results and Discussion............................................................45 5.1 Pattern-1 Relationship of Instagram user behavior and social media behavior.......................................................................................................45 5.1.1 Sum-up................................................................................................52 5.2 Pattern-2 Relationship of adding value and social interaction on Instagram.....................................................................................................54 5.2.1 Sum-up................................................................................................63 5.3 Pattern-3 Relationship of consumer preference and Instagram business model...........................................................................................................66 5.3.1 Sum-up................................................................................................75 Chapter 6. Conclusion and Managerial Implication .78 6.1 Conclusion 78 6.2 Managerial Implication 81 6.2.1 Implications on Instagram user behavior and user retention...............82 6.2.2 Implications on Instagram function & service development and push notification....................................................................................................92 6.2.3 Implications on Instagram consumer preference and social media marketing......................................................................................................99 Reference ....................................................................................................................107 Appendix A Questionnaire...........................................................................................128 List of Figures Figure 1 Most popular social networks worldwide as of April 2018, ranked by number of active users 4 Figure 2 Instagram users and penetration worldwide, 2016-2021 4 Figure 3 Research framework 26 Figure 4 Data modeling steps 29 Figure 5 E-R diagram 31 Figure 6 Logical data model 33 Figure 7 Physical data model 34 Figure 8 Questionnaire framework 36 Figure 9 K-means cluster analysis 38 Figure 10 K-means cluster comparison 39 Figure 11 Cluster-1 Relationship of Instagram user behavior and social media behavior 46 Figure 12 Cluster-2 Relationship of Instagram user behavior and social media behavior 48 Figure 13 Cluster-3 Relationship of Instagram user behavior and social media behavior 50 Figure 14 Global digital snapshot 52 Figure 15 Cluster-1 Relationship of adding value and social interaction on Instagram 55 Figure 16 Cluster-2 Relationship of adding value and social interaction on Instagram 58 Figure 17 Cluster-3 Relationship of adding value and social interaction on Instagram 61 Figure 18 Cluster-1 Relationship of consumer preference and Instagram business model 66 Figure 19 Cluster-2 Relationship of consumer preference and Instagram business model 69 Figure 20 Cluster-3 Relationship of consumer preference and Instagram business model 71 Figure 21 Business model canvas 81 Figure 22 Social application user retention rates, 2015 82 Figure 23 Knowledge map of Instagram user behavior and social media behavior relationship 88 Figure 24 Instagram saved section 91 Figure 25 Knowledge map of adding value and social interaction on Instagram relationship 97 Figure 26 Instagram ads 100 Figure 27 Advertising on Instagram 101 Figure 28 Knowledge map of consumer preference and Instagram business model relationship 104 List of Tables Table 1 Study timeframe 6 Table 2 Selected definitions of business model 11 Table 3 Four pillars and nine elements of Osterwalder’ s business model 13 Table 4 Selected definitions of data mining 16 Table 5 Questionnaire statistics 28 Table 6 Entity-Relationship diagram symbols 30 Table 7 Respondents basic info statistics 37 Table 8 K-means clusters and categories 42 Table 9 Cluster-1 Relationship of Instagram user behavior and social media behavior 46 Table 10 Cluster-2 Relationship of Instagram user behavior and social media behavior 49 Table 11 Cluster-3 Relationship of Instagram user behavior and social media behavior 51 Table 12 Pattern-1 clusters comparison 53 Table 13 Cluster-1 Relationship of adding value and social interaction on Instagram 56 Table 14 Cluster-2 Relationship of adding value and social interaction on Instagram 58 Table 15 Cluster-3 Relationship of adding value and social interaction on Instagram 61 Table 16 Pattern-2 clusters comparison 64 Table 17 Cluster-1 Relationship of consumer preference and Instagram business model 67 Table 18 Cluster-2 Relationship of consumer preference and Instagram business model 69 Table 19 Cluster-3 Relationship of consumer preference and Instagram business model 72 Table 20 Instagram users' online shopping preference 73 Table 21 Pattern-3 clusters comparison 76 Table 22 Instagram user behavior and retention implications 87 Table 23 Instagram function & service development and push notification implications 96 Table 24 Instagram consumer preference and social media marketing implications 103 |
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