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。

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.

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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